To Hype, or Not To Hype?
This morning I was going to get straight to work on the marketing book proposal when I received an e-mail that gave me pause.
It was a reaction to a sales letter I put up recently for marketing consulting services.
From the start, I was a little hesitant to use the sales letter. To be honest, I’m a little hesitant about sales letters in general. I can only remember one or two that I actually liked reading, and even then I felt a little slimy because I knew I was being sold.
So I wasn’t terribly surprised when I read this e-mail, quoting from my site:
” >> But only if you contact me today. My client list is constantly growing, and I can’t guarantee I’ll have spots available forever … or even in a week from now. <<
Ah, c’mon… who are you trying to kid? For sensible and discerning marketers, such ‘Hurry, rain coming’ tactics went out with Noah.“
Use of such ploys reduces your standing – and that’s a pity, you seemed better than that.”
At first I thought, so what? It’s true—my client list is constantly growing, and there’s nothing to stop it from filling up completely.
Then I thought—OK, yeah, that line is a little pushy.
But what to do? As a copywriter, I know that in order to get responses, you need to create a sense of urgency. Period. It’s one thing to avoid hype and high-pressure sales tactics, but it’s another thing to be so wishy-washy that you shoot yourself in the foot by not asking for the sale.
This is something I’ve struggled with my whole career—finding the perfect balance. Marketing my services in a way that feels authentic and gets the sale. (After all, I do have a mortgage to pay.)
But I still struggle with it.
So what do you think? Is the line too hypey, or is it fair game? How do you promote your services and make the sale without crossing the line into hype? I’m eager to get your feedback, because this is rarely discussed in the world of marketing … and it’s about time that changed.