Manipulative versus Persuasive Copy

Those who know me, understand that I just can't keep quiet when it comes to copywriting and the manipulations and hypnotic phrases that copywriters use to lull readers into a mindless state of submission. (And, remember, I have been a highly paid copywriter and marketing consultant for over 20 years now, so I am not preaching from a position of moral superiority here ... but, some things cross the line - even for me!)

This week's bane of my existence:
The phrase: "painless drop in the bucket"

You will often read this in relations to the price of a particular product or service. It will often say something to the effect of,"Look at it this way, $47 really is a painless drop in the bucket compared to the money you can make by applying these principles!"

This has been so abused and overused, that I've even read copy from some of my close friends and associates that have used this phrase. I don't believe that any of the copywriters/marketers are purposely trying to distort and manipulate here. Usually, when something is THIS overused, it's generally because a copywriter is duplicating a successful formulaic sentence. In fact, if you want to have some fun and see just how carbon copy this phrase has become, do a Google search for the term "painless drop in the bucket" and see how many pages you come up with.

So, what's my problem with this phrase? Simply this - it is most often used to marginalize the cost of a "business opportunity" or "online marketing" product and it is NEVER universally true. In fact, to some people who are in the middle of difficult times, the cost of these products can be quite significant and even make the difference between an electric bill being paid or not.

What this phrase does is tap into the "gambling" instinct that resides in most of us ... and especially in those who are in the dire straits that they are because they've hopped around buying all sorts of "magic bullets" hoping that the next purchase will be the one that betters their lives.

The fact is, I don't care whether it's $20 or $200 or even $2000, the amount is always "painless" if it truly delivers a multiple of that amount. Conversely, however, it is always "painful" if it winds up being a waste. If you don't agree, I invite you to take out a $20 bill and light it on fire. All of a sudden, you'll think of all the other ways you could have used that $20 - whether for personal enjoyment or even to bless someone else by giving it away.

No.. to me, a much more honest and Scam-Free way of expressing the same sentiment would be to say... "Look at it this way, your investment of $47 in this [widget] will pale in comparison to the [benefits] you could receive if you put this [widget]to use like [name of one of the testimonials] did."

So, the next time you read on online or offline sales letter and you see the phrase, "painless drop in the bucket," use it as a trigger to think consciously about the purchasing decision you are making... Will you really put this product or service to use? Do you have the $ to burn if it doesn't work out the way you want? Does this product or service fit into the plan of what you need in order to accomplish your goals, or is it a distraction or "magic bullet" you're "hoping" will change things for you?

Only after consciously asking yourself these questions can you ensure that you're not just hypnotically reacting versus truly deciding for yourself!