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Hurt and Rescue Your Customers
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There's a saying in the direct marketing world called
"hurt and rescue" which sounds kind of harsh. But I wanted
to take a minute and walk you through the process of how it
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Distribution Date and Time: 2009-12-15 10:30:00
Written By: Scott Bywater
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Hurt and Rescue Your Customers
Copyright (c) 2009 Scott Bywater
Copywriting That SELLS
There's a saying in the direct marketing world called "hurt and
rescue" which sounds kind of harsh. But I wanted to take a
minute and walk you through the process of how it works now.
As in reality, it's actually hurting people for their own good
in most cases.
What most people don't realize is that we are selling all the
time. I have a three year old toddler, who is very excited about
going to the Wiggles today ;-) and I am in constant negotiation
with him to go to sleep, etc.
Now anyone with kids is probably going to face challenges when
they come into their teenage years. What's more, we all love our
So let's see how the "hurt and rescue" method can be applied
to someone you love...
Your child is a teenager and you find some drugs in their school
You say: What's this?
Your teenager says: It's nothing. Just some hash. Everyone does
You say: What the???
Now you have a few options at this point. You can go off your
head, start screaming and ranting like a lunatic and scare the
life out of your teenager.
You could let it go.
Or you could strategically apply the "hurt and rescue"
Here's how I would do it...
I would tell a story about someone who lost their mind as a
result of smoking drugs - a real story about drugs being linked
to mental illnesses, etc.
I would pull out real stories from newspapers giving percentages
of the people getting addicted.
I would go into research mode and find out every single bad thing
I could about this drug based on real studies.
And I would basically try to scare the living s**t out of my
To link a greater degree of pain to smoking the drug than the
pleasure (sensations, acceptance, etc) he gained from it.
And once I had hurt him, then I would go into rescue mode.
I would find a mentor. I would show him there was a better way
which would provide him the same pleasure without drugs.
Can you see why the "hurt and rescue" model is ethical and in
the best interest of your customer?
Let's say you sell tires... point out the danger of not having
good tires, get statistics on how many people die each year as a
result of not having good tires... scare the life out of your
customers. And then rescue them with your solution.
You bet it does. One of my old friends said he didn't like the
way copywriting used fear to get people to take action, but if
it's real... if it's going to help save lives... if it's going
to protect your child... if it's fear used to do good... I have
absolutely no problem with it.
Scott Bywater is an advertising copywriting expert and the
author of Cash-Flow Advertising. To gain access to all of his
copywriting tips on how to get more customers via his eye opening
"Copywriting Selling Secrets" newsletter, simply head on over to
his web site at http://www.copywritingthatsells.com.au/
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