Have you ever noticed that some very successful direct marketers go out of their way to be cantankerous? Have you ever wondered why? Today we're going to discover their secret? It makes many of them millions!
Studies have shown that people buy on emotion and then justify it with logic. We buy new BMW convertibles because we know we'll look good in them. Then we rationalize that "BMW makes a very good car that will prove to be a great long-term investment."
Those direct marketers that come across as cantankerous, or even total jerks, are deliberately tapping into the emotional side of their market. They're doing something called polarization.
Polarization is the art, or science, of getting members of your market to take an emotional stance. You want to get them to either really like you - or dislike you. Those who are neutral rarely buy your products. Remember, people buy on emotion, even though they re often not conscious of it. Getting people emotionally charged INCREASES your chances of making a sale!
One marketer that understands this concept and uses it brilliantly is copywriter Gary Halbert. Gary will tell you that he is the greatest copywriter alive, and he charges for his services accordingly. If you visit Gary's site at: http://TheGaryHalbertLetter.com you'll see that he is very politically INCORRECT. Gary goes out of his way to insult his audience, delivering smack after smack as he educates you on what good copywriting is.
Gary understands that not everyone is his market. So he creates strong feelings, and this drives away those who would never buy from him... and really endears him to those who appreciate his work. This tactic is very effective, and Gary has no shortage of customers making him rich.
Another marketers who understands this concept very well is Jay Abraham. I watched Jay Abraham, Stephen Pierce, and Rich Schefren orchestrate a teleseminar in 2004. Leading up to this teleseminar, they sent out a barrage of emotionally charged, very informative emails.
Their numerous joint venture partners also sent out a tightly orchestrated barrage of emails to their lists.
Those who saw the tremendous value in the free information provided in all those emails were charged up. They were so charged up that many could hardly wait for the teleseminar to take place. I was one of those nudged to sign up for this $497 teleseminar through all of those emails :-)
A final example of a marketer brilliantly employing polarization is a guy who calls himself "The Rich Jerk." I won't reveal his identity, but will tell you that coming across as a jerk is making him millions on the Internet. He is a very good marketer in his own right (he recently sold a website on Ebay for $379,000).
This "Rich Jerk" uses emotionally charged copy on his websites and it's very effective. Part of what makes his copy so effective is that he also incorporates proof of what he says. Reading this copy, you get emotionally charged up, and at the same time, you realize that you've encountered someone who can really help you succeed. You can see how he does this by reading his copy at: http://WhyJerksWin.com
By studying the examples above, you see that using polarization, or even coming across as a jerk, can be a very powerful marketing tactic. It can touch your reader at a deeper psychological and emotional level than many other marketing techniques. However, don't forget that another reason this works in the examples above is that these marketers also deliver tremendous value to their customers. They also PROVE their points.
Without also incorporating proof into their copy, this tactic probably wouldn't work. Without proof they would just turn prospects off. So now you know... jerks win at direct marketing because they employ polarization and proof.
Copyright 2005 Willie Crawford
About The Author
Willie Crawford has taught PROVEN Internet marketing techniques to thousands of successful Internet entrepreneurs since late-1996. Subscribe to his free weekly ezine, which helps you cut through the clutter and time-wasting hype.