In master copywriter Gene Schwartz’s book Breakthrough Advertising he talks about market awareness. As in, how well does your potential customer know you?
It’s important to think about because it dictates how hard you need to sell your (or your client’s) credibility. Selling to a friend is easier than selling to a stranger.
Your friend knows you well. They hopefully like and trust you. They know you wouldn’t wrongfully lead them astray. So they’re at least more open to hearing you out.
A stranger on the other hand doesn’t know you from Adam. And they’re busy, busy, busy! If you approach a stranger on the street, their reaction is going to be much different than your friends, they’ll either ignore you, or listen politely as they try and think about how they can get out of this.
In their head they’re thinking “Who the f@%k are you and why do I care what you’ve got to say?”
In business, your friend is a customer that’s been with you for years. It’s easy to sell to them. But to really grow your business, you need to market to potential customers. Strangers. And when you interrupt them with your sales pitch, they’re also thinking: “Who the f@%k are you and why do I care what you’ve got to say?”
That’s why powerful credibility is especially important to showcase when writing to this market, and in the sales letter below you’ll see a good example of what I’m talking about…
In “Dow 3,300” for Harry Dent the copywriter is making a huge claim, that the stock market is going to plummet to 3,300 points. At the time that was probably a 50% decline or something, I can’t be bothered checking.
Point is, Dent is making this massive claim to strangers. So the next thing he has to do is prove his credentials.
You can see pretty much the same in the lead of End of America.
In short, as soon as you make a massive promise, tell me why I should believe you.
Here’s the lead, and you can download the entire sales letter below…
The Man Who Predicted Japan’s Lost Decade… The Recession of 1990-92… The Biggest Bull Market Run in U.S. History… and Most Recently, the 2008 Credit Crisis and Stock Market Crash… Now Warns You About:
HOW IT WILL UNFOLD…
How You Can Be One of the Few To
Sidestep the Carnage – And Secure a
Legacy of Wealth as It’s Happening
Hello, my name is Harry Dent.
Over the past 30 years now, I’ve been using known economic demographic trends to predict major economy and market shifts with uncanny accuracy.
If you know my work – and that of my firm HS Dent – you know that we’ve helped a lot of investors save money and become wealthy by accurately forecasting major economic events over the years.
Most recently we gained national attention for our work in warning investors of the 2008 credit crisis and subsequent stock market collapse, many months before it happened.
We also said the housing market will take far longer to recover than most people would imagine until at least early 2013 – and that millions would be trapped “underwater” in mortgages they could no longer afford.
If you’ve been watching the markets the past three years, you know just how right we were.
But it’s not the first time we’ve been “on the money” with our big picture forecasts.
In 1989 we warned that the economic boom in Japan would end and begin a 12 to 14 years downturn.
Around the same time we predicted the U.S. economy would struggle with a “short but sharp” recession in 1990 and 1992, before embarking on one of the greatest economic and stock market booms in American history with a Dow of 10,000 by the early 2000s.
We not only called the top of the 2000 tech markets in early 2000, but also issued the strongest “buy signal” of our 30-year history in October 2002 — and watched the DOW soar from 7,200 to 14,280 over the next five years.
These and other forecasts are all a matter of public record – either through the bestselling books we publish or through HS Dent Research publications.
And as you’ll discover a little later in this presentation, they were easier to predict than you might ever imagine!
But I’m not talking to you today to brag about our past successes.
I reference our forecasting success because our research tells us we’re entering an economic cycle that will almost certainly greatly impact your life, your family, your business and your investments for the coming decades.
Much of Main Street media and many Wall Street pundits want you to believe the worst is over – and that, except for a few bumps in the road here and there, we’re well on the road to recovery.
That’s not what my research says…
Which is why I’ve prepared this urgent presentation.
In short, there is a “perfect storm” of economic and demographic realities brewing that will make the next decade on of the most trying times in U.S. economic history.