Persuasive Copywriting by Andy Maslen

Author:Andy Maslen [Andy Maslen]
Language: eng
Format: epub
Publisher: Kogan Page
Published: 2018-12-05T16:22:28+00:00

Nobody falls for flattery… or do they?

The other objection to flattery as a sales tool is that people won’t fall for it, ‘because I never do’. I am more inclined to argue with this statement. For two reasons.

First of all, I don’t believe anyone who claims to know what thousands or perhaps millions of perfect strangers are going to feel, or how they’re going to act. Especially not when the basis of their assertion is what they feel or do. It isn’t scientific and it’s probably not even true about themselves. I know this because I usually counter the disagreeing attendee by complimenting them on their forthright opinion – a piece of flattery they are without exception happy to accept as perspicacious and no more than their due!

Second of all, people do ‘fall for it’. Alongside greed, egotism is probably the most powerful of all the factors that motivates us to action – certainly from a copywriting perspective. In our personal relationships I’m sure it’s love, but in selling I’m afraid it’s cupidity not Cupid that gets the victor’s laurels (despite their shared Latin root cupere meaning to desire).

In test after test, sales copy that flatters the reader has outperformed copy driven by another appeal. The question is, why?

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