1/ muting keywords about organizing Jesus, even the stuff getting RTed is such a downer "X doesn't work", "Y doesn't work", "the enemy will do Z and you'll be !@#-ed" generating anxiety is a good social trick - you generate the anxiety then you RELIEVE it with your next step
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5/ OK, I'm not good at pushing rocks. I suppose, maybe, if there was a team, I could help them - "RIGHT. FORM A TEAM OF 500 OF YOUR CLOSEST FRIENDS, ALL OF WHOM HAVE SKILLS AT ROCK PUSHING." yeah, I don't know anyone "Then the gangs will cut off your Johnson and burn it"
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7/ If you raise anxiety without giving people any ability to dissipate it, you just build aversion and associate it with a brand.
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8/ Sadly, grifters are good at the game. They raise anxiety and then give you a big orange button with 50 point bold text. Buy the e-book on the art of old time manliness, or on gun defense, or whatever.
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9/ The best lack all conviction, while the worst are full of passionate intensity. Sign up for my Feast of Manliness, tickets just $799 each. YOU WILL BE JUDGED.
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10/ axis 1: raises anxiety vs relieves it axis 2: useful goal vs grift goal relieves anxiety / grift: FEAST OF WAR relieves anxiety / useful: "join the NRA / GOAL" raises anxiety / grift: "buy my e-book and be millionaire" (no link) raises / useful goal: "organize!"
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11/ when I ran my own company for 14 years I read a ton of marketing books. I hated doing marketing, but I was actually OK at it. One of the biggest things was "the call to action". The ENTIRE point of an ad is the final step - "sign on the line that is dotted", to quote GGGR
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12/ You don't actually have to finalize the deal. But you DO need the would-be customer to take some positive proactive step. "Call this number and get a free book!" is one. They give their addr and name. That's a step. That's a conversion. When someone finishes >
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13/ reading your ad, or website, or whatever, they should have ZERO doubt about what the next step is. You chant your 800 phone number 5 times on the radio ad and say "call now"
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14/ What should I do? Call. When should I do it? Now? Are operators standing by? Yes, they are? What was that number? 1-800-GET-FREE-CRAP !
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15/ When I visit your sales page, what should I do? Click the red button that says "buy now". When should I do it? Now. Why should I do it now? Because the 50% discount ends in 32 minutes and 11 seconds.
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16/ When the evangelical knocks on my door, what does he want? My name, phone number, and a promise that I'll stop by the new church for the coffee social this Saturday at 3pm. Why should I do it? Bc free coffee, free daycare, new friends, and the Grace of God When? 3pm
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17/ How will I remember? He'll call me at 1pm to remind me.
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18/ There's a variety of folks on twitter who get the first half of the equation. I'm not subtweeting any one person here - I'm subtweeting a DOZEN people. These folks are great at creating anxiety. But what do you want? How can I make the anxiety end?
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19/ The Call To Action has to be one crisp small step. Like a trigger on a good gun, it should have a crisp break. I give you my phone number. I sign your petition. SOMETHING "Go conquer Jerusalem" is NOT a crisp trigger break. It's impossible. If I could've, I would've.
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20/ Look, guys. I agree with your goals. I think you're great. I want to help. TELL ME HOW TO HELP. But _DON'T_ tell me to roll a huge boulder to the top of the mountain, and DON'T tell me to reconquer Jerusalem.
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21/ You don't train a dog to run across a field, jump over a rope, ring a bell, weave through poles, and come back by telling him "do that". You train each step. Small steps, each one simple.
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22/ The ability to raise anxiety is necessary, but it is not sufficient. The ability to RELIEVE that anxiety, as an inducement and reward, is critical. Exeunt.
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End of conversation
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