“Hare-like” Direct Response (DR) sales ads scream “Buy NOW.” In viewers’ minds, whether in print or online. These ads are often “hare” one day, recycled the next. Their so-called “irresistible offer” might seem “too good to be true” or just plain manipulative. They may depend upon various fear triggers, e.g., Fear of Missing Out (FOMO), Scarcity (only so many/so many remain), or Urgency (act now or else).
And then there are those cringe-worthy upsells and tempting bonuses with phony artificial pricing. No wonder professionals are repelled by such obvious sales tactics. Imagine offering clients a free session if they pay in advance for Five. “Holy widget,” Batman. Recall the guy who says his net worth depends on how he values his name any given day?
Nowadays, online audiences are not looking for online “rock stars” to endorse, vouch for, or offer products and services (with a few embarrassing exceptions).
People would rather buy from someone who appears approachable and trustworthy, not someone just making a pitch to make a buck.
Many are tired of online or TV ads altogether, fast-forwarding through them unless tempted to watch during a major event. Otherwise, it’s “pass me the remote.”Read More