“I learned that the hardest deal to make is the one you desperately need or really, really want to make. Somehow, the other person always senses that, and it scares him or her away. On the other hand, the easiest deals to close occur when you feel that you don’t need them and really don’t much care whether they come to fruition or not.” — Dan Kennedy, The Ultimate Sales Letter
I got an email today from one of the many ICO newsletters I subscribe to.
It made me cringe a bit, because it sounded so needy. I immediately thought of the Dan Kennedy quote above, as well as all the other marketing and negotiation and sales experts who will tell you that neediness kills (deals and sales, at least).
But what do I mean by neediness? Here are four examples taken from that needy email:
1. The “6 hours left!” subject line
I know, urgency sells.
But there’s a right way and a wrong way to do urgency.
The wrong way is to put it into the subject line like this, before your readers really know or care about what you’re promoting or selling. It telegraphs neediness: your neediness to grab attention, to be heard, to close the deal. The exclamation point doesn’t help either.
This email had a rocket ship and two planes at the end of the subject line.
These subject line emojis started coming out a few years ago. There are probably dozens of articles out there telling you that they will increase open rates and therefore theoretically increase conversions.
I have my doubts. I scrolled through my emails, and the first other ICO newsletter featuring bright shiny emojis in the subject line was on the topic of how to get your contribution back, because the ICO failed to meet the soft cap.
3. “Airdrop bonus”
This needy email was pitching a “massive airdrop bonus” for the top contributor during the presale.
I get it. It’s cheap to make cryptocurrencies. In fact, it’s free.
That doesn’t mean you should advertise the fact that you’ve got tons of tokens to burn. Instead, make your tokens seem valuable, and only give them away in seemingly controlled, quid-pro-quo transactions.
4. “We love our contributors and we want to help however we can”
This quote appeared somewhere in the body of the email, and it’s the summary of this email’s needy attitude.
Color me cynical, but I don’t believe this company loves me or is looking to help me in any way.
I’m pretty sure they just want my money.
Not that I have any problem with that. I just think there are much better ways to get me to invest than by pretending to be my friend or mother.
To sum up, neediness kills.
But if shouting, cajoling, and pretending to be best friends isn’t a good way to get investors, what should you do instead?
I have my ideas. If you’d like to talk and see if they’re right for you, here’s where to go: