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Author Topic: Can a Good Copywriter still sell a Bad Product?  (Read 1826 times)
Bruce Wedding
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« Reply #15 on: January 25, 2009, 07:44:04 PM »
Quote from: Collette on January 25, 2009, 07:40:07 PM
I think he said it's a book, Bruce. 400+ pages. Unless it's a book of links to ringtones?

Bingo!
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Collette
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« Reply #16 on: January 25, 2009, 07:49:35 PM »
That might have some possibilities then.

I'm thinking I smell a Twitter campaign?

Have you got a back-end product planned Jon?
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Ricky Breslin
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« Reply #17 on: January 25, 2009, 08:40:00 PM »
Can a good copywriter sell a bad product? Sure. Of course if nobody wants the product it doesn't matter anyways.

I don't think there is ANYTHING more important than a NEED/WANT for a product.

For example, just today I was looking for better ways to utilize 1ShoppingCart with different scripts, etc. I was doing my google thing and came across two websites. The copy sucked really bad. But you know what? I didn't give a crap.

For the headline, the dude could have said...

"I've got a cool script for 1SC, sign up below and I might tell you about it one day"

I would've read that and STILL gave me email address and prayed that he send me an email.

Bottom line, I'd focus on market need rather than worrying about if good copywriting can sell a crappy product.

But the answer to your question is YES, but is it even worth going there?
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Erik Mulder
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« Reply #18 on: January 26, 2009, 05:56:18 AM »
If it's ringtones, then test it!

Some bonuses would definitely help, here's some ideas:

- Your Phone Unlocked - A complete collection of sim unlocks for every major phonebrand from the last 5 years
- How to boost your reception everywhere - 5 simple steps to get the best reception, even in remote areas and large buildings
- Pimp Your Mobile - Java Games, tools and wallpapers to make your phone unique.
- Phone Secrets Only You Know About

(With tips like:

Free ways to...

- Use your phone as a modem for your laptop
- Transfer your favorite videos and series to your phone
- Get your CD's in mp3 and onto your phone
- Protect your new phone's screen
- Save, manage and transfer your contacts so you never lose them again
- Get the most out of your battery life
- Save your most special text messages (big one here)
- Learn to safely erase an old phone you're selling
- And the complete guide of what to look for when buying a new phone.

In fact, I'd turn this into a 'Phone lovers' package, with the information product up front (I love information marketing, I may be biased here, but I think I could sell this), and make the ringtones and the others mentioned all bonuses.
« Last Edit: January 26, 2009, 06:15:44 AM by Erik Mulder » Logged
Kawika O.
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« Reply #19 on: January 26, 2009, 10:34:41 PM »
Can good sales skills sell something nobody wants?

Absolutely. How about pet rocks? Ginsu knives or a cookware set? Chamois?

I've "heard" of copywriters selling products that didn't even exist yet. Before I hear it, no it's not unethical with full disclosure no more than it's wrong to sell an empty lot where a house will be built some day.

To me it's about targeting the sales message to the market in a way that appeals to their need or want. Even if they don't realize it. For examples see the Geico or Allstate commercials. They're selling money in the future, maybe. How's that for selling something that doesn't exist?

Did anyone really need a pocket fisherman, Showtime Rotisserie (set it and forget it) or a Mr. Microphone? Probably not. Ron Popeil was a master salesman.

Let's go with the text messages theory. If that's so then I agree, young folks who may already know the lingo aren't going to need it. But what about the newbies, young and old, who haven't become savvy yet or are on the sidelines afraid to jump in and look foolish to all their friends? The copy practically writes itself. Hint: Ease of use is not the main attraction.

Cheers
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Kawika O.
Dean Dhuli
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« Reply #20 on: January 27, 2009, 12:43:44 AM »
Quote
I've purchased dozens of online products and have reviewed hundreds over the years and I can assure you that about 75% were junk.

So the answer is YES.

I agree!

This sort of thing is pretty common with IM products. The sales letter promises you the world in them, projects the product as the next big thing, but all you get inside is some rehashed content or a simple technique blown up into a 80-page pdf.

If you're looking for a copywriter for a product where the quality is not necessarily bad but just the concept, method or idea is old, I suggest you hire a copywriter who is NOT familiar with the concept/niche.

I once wrote copy for a product where the concept was old in general, but still it was new to me. I had never heard about it before. So I was able to present the product in an innovative way and the copy converted at 7%.

But if I was already familiar with the concept, I wouldn't have been able to present it in an exciting way, right?
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Dean Dhuli
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Erik Mulder
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« Reply #21 on: January 27, 2009, 05:40:40 AM »
Exactly,

Being new means being at the same state of mind as the prospect. You dive into the subject, remember what you discover and then introduce the prospects to that world.

Not many 'vets' still carry that same enthusiasm, newness and fresh state of mind.

What you're really doing is paving the way for others, in a sense. The status quo in almost any field usually doesn't do this. Ivory towers and all that.
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Karellan
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« Reply #22 on: February 13, 2009, 10:20:46 AM »
Depends....

if it was say "Flirty text messages that make them smile" ....
I think that could definitely be made a success.

Jackpot source for real free ringtones could also sell well at a low price point with credible presentation.

The answer is yes. Think about dry testing. The answer is still always going to be is your energy, money, and time better directed somewhere else?
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