I have been dreaming. Again. I was out walking. Alone. I walked past a church. It was a church I hadn’t seen before. It could have been anywhere.
I was curious.
Where was I?
It was getting dark. I walked closer, but just a little closer. One more step. Until I saw the grave yard. I spotted the tombstones. I thought just one more step. It was scary.
I looked to my right and I saw it. A tombstone all by itself. It was all white and shiny. Not black like all the others. My eyes couldn’t move. I kept staring. And I thought, just one more step. I wanted to read the words that was on it.
I sat down on the grass. I looked at it. I looked at it again. I could finally read the words. It said: Here lies the body of Jonathan Blake; Stepped on the gas instead of the brake.
Why am I telling you about a dream that didn’t happen?
I am telling you about the fictional dream because it’s my way of saying that marketing is about details.
Details shows people that you or someone have actually experienced what you are selling.
You are looking at the price tag when you are shopping
When you’re in a shop and you see a sign that says discount. Would you buy it if it just said discount or huge discount, or savings? I say no. But you would buy it if it said 70% discount and it shows the price before and after the discount.
Details builds trust
If you don’t give details about your product, it’s hard to provide people with enough information about why they should buy it. Sometimes it’s enough with a headline.
Let me give you some examples by looking at the headlines from some of the offers I have received during the past week:
- 100 subscribers per day
- 5 Best mobile apps for finding a great place to eat
- $283,191 per month by legally hacking “the system”
- Only 34 copies left
- Top 10 Google rankings
- How I earned $4.45 per click
- 300 backlinks every month
- Only available to the 30 next people
- 12 steps to a complete body detox
- How to Lose 30 Pounds in 3 Months
The headlines are different, but they have one thing in common. They are all specific about the details.
They make you understand what you are buying. You won’t buy an ebook that will help you lose weight, but you will buy one that will help you lose 30 pounds in 3 months. That’s because by reading this you understand that someone did lose 30 pounds in 3 months by using their system.
You won’t buy a product that will help you earn money, or a product that will make you rich. But you will buy a product that will show you the exact system that a person used to earn $283,191 per month. That’s because by reading this you understand that it actually happened.
Again, why did I tell you about the dream?
When you look at most of the tombstones you realize that you actually don’t know anything about how the people died. A short sentence can change all that. A short sentence can change the story. It will help you understand.
Dead or not. It’s all in the details.