Different article mike but the gist is the same.
Here is the relevant bit...
"In business, there are always defining moments when you can either adapt to new changes in your market…or watch your business fail miserably.
Over the past few years, the online world has been going through such a change.
You may already be feeling the effects of these changes in your business.
Is your business growth slowing or stagnating? Do you struggle to get new customers? Are you constantly relying on referrals from others to get business in the door? Are you having difficulty making your first sale? Is a launch he only way you can acquire new customers?
These are not the hallmarks of a scalable or even a sustainable business. (And if you’re not already feeling these effects, you will be soon.)
How to Go Out of Business…FAST
If you're not able to get new customers on a regular basis, then the reality is your business is (or soon will be) begging for cash… like a homeless man begging for change on the street.
And you won't stay in business long doing that.
That’s why you need to hear about this change happening in the online market.
I call it the “death of the big promise.”
And if your business relies on a big promise to initiate your sales messages…you need to hear what I’m about to say.
Big Promises Take Over Internet Marketing
For decades, marketers have been using big direct promises to engage their prospects’ attention.
Big promises made door-to-door sales possible… they drove the first direct mail promotions… and today, big promises are the go-to default marketing tactic for most online and offline marketers.
In fact, an overwhelming number of entrepreneurs market their offers with such a promise. They try to start a sales conversation with prospects by making a huge in-your-face request for business.
I’m sure you’ve seen these too-good-to-be-true promises online. Many marketers will promise the world just to get you to sign up for their free E-Letters.
Countless more will swear their product will be the life-changing offer you’ve been looking for whether you’re looking to lose weight…make a fortune…really do anything that involves their product.
And guess what: These big over-the-top promises are more and more falling on deaf ears.
No Room for a Big Promise
From everything I’ve seen in the market, prospects have become too sophisticated, too inundated, and too distracted (emails, texts, IM etc), to respond to a sales message that relies on big promise to get attention.
Instead, cold prospects are more likely to respond to less aggressive, and more intriguing sales messages.
The savvy marketers in the business have already adapted to this change. They may still make big promises, but they start their sales messages in entirely different ways…and save the big promises for when you’re already hooked.
Take Stansberry Research for example. This division of Agora Inc. created the most successful newsletter promotion of all time. This one promotion took Agora from being a $400 million dollar company to a $600 million dollar company.
And how did this promotion begin? It wasn’t with a big, in-your-face promise like “Get Rich in the Apocalypse.” No, it was with a subtler, indirect prediction: “The End of America.”
This video sales letter starts with a prediction, and it doesn’t make a promise of what it’s selling for the first 60 minutes of a 70-minute video sales letter.
If you haven’t watched it yet, I encourage you to download it on YouTube. You’ll discover you’re hooked into the sales message, long before you discover what
they’re selling.
This Isn’t an Anomaly...
Agora has been initiating sales conversations in different, more innovative ways for decades. It’s the main reason for their undisputed success. They hook their readers and get them to lean in and listen long before they make big promises in their sales copy.
And in today’s distracted market, when selling to cold prospects, I encourage you to think about starting your own sales messages the same way.
Instead of a big over-the-top promise, you might try leading your sales copy with a prediction that you believe might resonate with your market, as Stansberry did.
Hook your readers (or listeners in video) with your ideas on what will happen next… and then start talking about your product.
This is just one example of how to lead your sales message in a different – and effective – way."