Who do THEY hate?

June 2, 2015 by

There are a few people and institutions we, as humans in a 'democratic' society, love to hate.


- Politicians.

- Banks.

- Government.

- The IRS (or HMRC if you're from the UK).

Etc, etc.

But what do I mean by love to hate?

Put simply, we enjoy attacking them.

We get to feel the passion and emotion in our bellies when we talk about them.

Let me give you an example...

Take your typical financial newsletter prospect -- the conservative American, 55+, male.

He could probably tell you more about Hillary Clinton than her supporters could.

He'll tell you about how she screwed up with Bengazi.  How she gave "favors" during her time in the White House and as Secretary of State.  And -- most importantly -- how Liberals are morons for wanting to vote in a  corrupt woman like Hillary.

He couldn't stand to be in a room with her (or one of her supporters) for more than a minute.  But get him on to the topic of why she isn't suitable to be the next POTUS, and he could talk for hours.

This is what I mean by "love to hate."

And it can be extremely effective in copy, especially in the run-up to the 2016 elections.

For example, how many promotions have we seen attacking Obama over the last 7 years?

I can think of Stansberry's "Obama's 3rd Term" and InvestorPlace's "Obamageddon" off the top of my head.

And though I don't know the exact figures, I'm pretty sure both of these promotions did very well.

Now I'm not going to say the success of either promotion is down to one reason... but ONE of the reasons is because the reader hates Obama.

Remember, our prospect is a conservative, 55+, male.

In the case of Obama's 3rd Term, the reader could get riled up at the thought of Obama being in for 12 consecutive years.  With Obamageddon, the reader could get behind everything they already hated about Obama -- Obamacare, the job market "recovery", tax and more.

They both kept eyes on the page and made a good case for investment.

I'll give you an example of how I recently gave readers something to hate...

I recently wrote a promotion for a large-cap, growth-stock service.

To begin with, the idea focused on the rate-rise and how many stocks are up to their eye-balls in debt.

And although the promotion was okay, it was missing something.

So I asked my mentor -- Roy Furr -- to take a look.

He confirmed my belief... we needed something extra.

We needed to give the reader something to HATE.

So with the help of Roy, I crafted a story around a group of individuals who have pumped and dropped the market on retails investors (just like you, the conservative America prospect) twice in the last 15 years.

Most importantly, I NAMED them.  (Out of respect for my client, I won't be revealing the name here.)

It put a face on the people who caused such loss and distress for our prospects over the last two crashes.

Instead of just being the "banks"... it made them feel HUMAN.

And that was enough to really engage the prospect's emotions.

The result?  Even though the client and I are still working on testing and tweaking this copy, initial results show the prospects are staying on the page almost 2x as long as they were with the previous control.

So how can you use this?

Really, there's an almost infinite number of ways you could.

And as I've already said... 2016 is on people's minds... can you find a politician to hate?

If you do, let me know in the comments.

Or hire me to write copy for you.

Until next time,


P.S. If you don't know who Roy Furr is, then you NEED to.  Monday to Friday he writes some of the best free marketing advice on the internet.  You can find him here.

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