Persuasion For Crisis MKTing
Persuasion For Crisis MKTing
daniellevis.com
No matter if you’re devastated by the pandemic, or you’re making money hand over fist
(which some businesses ARE) it’s critical you know how to sell during turbulent times.
And one thing you’ll notice during a crisis…
All those so-called wacko fanatics who are living off the grid in a sod house, or
stockpiling 10 years’ worth of beans, or digging a 5-story bunker underground…
… They don’t seem quite so crazy after all.
So let’s check out a few successful marketing examples from the past and see how they
cracked the crisis code.
And take heart, because we’ve all been through plenty of crises in the past… and
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survived!
Like during the out-of-control inflation back in the 70s… the recession in the early 80s…
… Black Monday… 9/11… Hurricane Katrina… the Great Recession of 2008… and
many smaller, not-so-noticeable calamities, tragedies, and misadventures.
Yes, COVID-19 is worse than all of them, but the “templates” for marketing during the
above disasters give us plenty to go on and show us how to communicate with our
target audience.
Here’s a look at some of the hot “crisis” marketing that’ll give you a handle on how to
proceed.
One thing you need to address right off the bat is something people usually think when
you’re selling during bad times.
It’s what the writer of this 80-page sales letter did in the bottom right corner (the author is
the legendary Brian Keith Voiles) where he gives a kind of disclaimer.
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Another note… products like this, with a $500 price point, are selling like crazy at the
moment.
As are the survivalist niches selling freeze-dried foods, non-hybrid seeds, generators,
and products of that ilk.
Take a look…
When the world goes to hell in a handbasket, there are predictable fears that always
surface.
Having enough food is one.
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same thing.
So when, as in the above copy, they hit the hot button of having already lost something,
it’s painful!!
Now here’s a sales letter that could be used TODAY during the pandemic.
Because it goes right to the heart of our fears about our health.
It mailed 4 years ago, and is eerily prophetic.
Here’s a sample of the copy:
———–
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———-
“Most of your friends or patients are doomed to die of some disease or disorder that has
already been defeated in a medical laboratory somewhere around the world.
In the most unsung victory of the modern era, foreign doctors and researchers have
stopped or reversed virtually every fatal condition that has ever struck fear in your heart.
If you read widely, you know about a few of these breakthroughs. Here is the rest of the
story, a story that will banish illness from your life and change your entire future.”
The Way to Dusty Death
is Paved With Ignorance!
———-
Wow, you can’t hit much harder than this kind of copy, and I hope it gives you inspiration
for your own marketing in these troubled times.
Special thanks to Lawrence Bernstein of The Ultimate Online Swipefile for these
examples. Click here for the full CRISIS COPYWRITING THAT SELLS motherlode.
Enjoy, stay safe, and leave your comments below.
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