Why I Hate Product Launches
Maybe a pragmatic marketing pro like me shouldn’t knock something that is often so effective, but I basically hate big product launches.
You know, the ones where you get hammered on the same day by 10 or 20 different people who are all affiliates of the same ‘deal.’
It’s just obnoxious.
Plus there’s all the made-up theatrics.
“Oh no! The stampede took our servers down and we can’t take any more orders now! So…. we’re extending the deadline another 24 hours so everyone who wants to can take advantage of this absolutely unique, once-in-a-lifetime offer. But act now because after that we’re taking this off the market and it will never ever be seen again…”
Surely you know the schtick by now: ‘Buy this from my link and I’ll give you all these extra-special bonuses’ and all that.
Perhaps you could buy a Time Share to go with that as well?
I rarely participate in these. The occasions I do, only with limited portions of my email list. I think the whole giant push just commoditizes the people who are promoting said offer. After all, what use is being on 10 different email lists if they’re all trying to sell you the same thing?
Erodes trust too, because of all the ‘fake scarcity.’ They’re selling 1′s and 0′s and they’re trying to sound as though there’s this very very limited supply.
Yeah, dude, like… sure I believe your server went down. A good web server sure is hard to find in 2008, isn’t it? Remember the good ol’ days when you could type ”dedicated server” into a search engine and buy some extra capacity?
A relationship that starts with a lie usually ends with one, too.
OK, so all this is going through my mind and then one week ago John Carlton gives me a call. Asks me if I’ll recommend his Simple Writing System to my subscribers.
I entertain the idea DESPITE the fact that John is doing a product launch for this product.
I was willing to listen to him because: John is different from other folks. John’s not a guy who tries to pretend there’s a limited supply of PDF electrons on his failure- prone web server.
John was very instrumental in my development as a copywriter. Busted my chops, drilled vital things into my brain that really stuck. For example he tells his one-legged golfer story (get mp3 & transcript at www.perrymarshall.com/copywriting if you haven’t heard this one) and brilliantly illustrates how essential a HOOK is when you’re telling a story.
He’s helped my career immensely.
If you mean business about writing persuasive copy, ignore John Carlton at your peril.
Once every year or so John does introduce a new product and it’s a notable occasion when he releases it. You can take a look at his latest at www.copyclinic.perrymarshall.net.
Now there ARE some people who should NOT invest in a product like this. (Read on and you’ll understand I’m not making up ‘fake’ reasons here.)
-The other day I was talking to a guy for whom English is a 2nd language. He has an accent and sometimes he mixes his words around. I personally believe that such a person can write “OK” copy but will probably never write truly GREAT copy. Not in English anyway. The nuances are just too subtle. If he wants great copy he should hire a writer and spend his time developing OTHER skills. It’s not like an entrepreneur has any lack of things to do.
-Some people are just not writers. (People who aren’t writers, generally don’t aspire to be either.) But kind of like the first example, let’s say you’re a hard core numbers guy, or administrative genius, or product developer, it’s OK to do what YOU do best and let someone else write the copy.
-Some people may be in markets where their customers genuinely will not relate to John’s aggressive writing style. This will be more of an issue for some people than others. In all candor, John’s “sweet spot” as a copywriter is hot, rabid, high-testosterone markets like golf and martial arts.
Which means John wouldn’t be my top pick for a guy who was going to write to engineers and accountants. (Neither would Dan Kennedy or Gary Halbert or Clayton Makpeace.) Gary Bencivenga would be great, though. As would Bob Bly.
-That said, *I’m* an engineer, I’ve written very successful copy selling to engineers, and as a person who distinguishes between style and substance, between principle and technique, I was able to bridge the gap and learn a LOT from John. That’s because I’m flexible. John was a great writing teacher for me.
You can read his blog and his sales letters and decide for yourself.
If the above criteria are not show stoppers for you, then John’s Simple Writing System will be an effective tool for raising your copywriting skills not one but several notches. You can get it through Friday at www.copyclinic.perrymarshall.net.
Seize the Day.
Perry Marshall
