Here’s a true & funny story that shows what might be hurting the selling power of your marketing.

It’s about the late Gary Halbert. He’s a man who became one of the greatest direct marketers in history.

But he didn’t start off that way.

Early in his career, Halbert was cocky and arrogant. He wrote a radio advertisement for a diet book targeting overweight people. Here’s how the ad went:

ATTENTION ALL FAT PEOPLE!

DOES YOUR GARBAGE MAN DELIVER INSTEAD OF COLLECT AND THEN YELL “CHOW TIME!”?

WHENEVER YOU GET ON AN ELEVATOR, NO MATTER WHAT BUTTON YOU PUSH, DOES IT ALWAYS GO DOWN?

WHENEVER YOU GO SHOPPING FOR GROCERIES, DO YOUR NEIGHBORS LAUGH BEHIND YOUR BACK AND SAY, “THAT LITTLE PIGGY WENT TO THE MARKET AGAIN?”

LISTEN: FAT AIN’T WHERE IT’S AT.

LEARN HOW TO GET RID OF IT.

READ THE AKRON BEACON JOURNAL.

READ IT TOMORROW.

LOOK FOR THE PAGE WITH THE BIG HEADLINE THAT SAYS:

THE WORLD WOULD BE A BETTER PLACE WITHOUT FAT PEOPLE: HERE’S HOW YOU CAN HELP GET RID OF THEM.

THAT’S TOMORROW IN THE BEACON JOURNAL. LOOK FOR IT!

BYE PORKY.

As you can imagine, Halbert’s ad did not perform well at all. His client lost thousands of dollars and only sold around 3 copies of the book.

Here are the lessons Halbert learned that you need to internalize:

1.) Don’t try to be overly creative and clever in your marketing.

2.) Don’t make fun of your customers. Have some empathy.

Here’s a law of human relationships: Nobody cares about what you say until they believe that you care about them.

The more prospects feel that you understand the problems they face, the more they’ll buy.

You’ll get higher conversions because humans buy from people that they like and trust.

Having empathy in marketing is so basic but SaaS leaders struggle with implementing this concept.

Now I have shown you the path–because I care about you, boo.

P.S. My book shows business owners and entrepreneurs the exact steps for using creativity to make lots of money. It costs around $30 everywhere else, but if you join my daily email list by clicking the link below, you can have a digital copy for free.

Get it here: https∶//powerpersuasion.net/