How to ethically use a N*zi propaganda trick to make more sales

So, I’m sitting on the train with my buddy Luis.

Being the super nerd I am, I’m chit-chatting about marketing and copywriting.

And in my torrent of speech, I mention something that… ummm… might have crossed the line.

Excitedly I exclaim:

“The N*zis were RIGHT!”

Heads turn in our direction.

All of a sudden, people are looking at us as if we’ve just slaughtered a child in front of their eyes.

But I continue:

“Joseph Goebbels, the minister of propaganda in the 3rd Reich, once said something GENIUS!”

The poor lady next to us gasps indignantly. An older fellow shakes his head and turns away. Luis can’t decide whether to laugh or violently stop my effusion.

Umm yeah… 

In my rants and fulminations, I often say things that might sound extreme at first glance. 

So before I continue, let me state clearly that I DO NOT condone ANYTHING the N*zis did.

But there is a quote (probably falsely) attributed to Goebbels that I’ve found to be true and highly relevant to us marketers:

“Repeat a lie often enough
and it becomes the truth”

This is known as “Proof by Assertion”.

It’s when you repeat a claim until people believe it.

But as you hopefully know…

Lying isn’t good. 

And although many marketers use lies more frequently than deodorant spray (which is probably why they STINK so much)… we’re not one of those sleazy bastards, are we?

We are ETHICAL marketers.

And as ethical marketers, we want people to believe TRUE statements about the product we’re selling.

So what if I told you that we can use “Proof by Assertion” in an ETHICAL way that will BENEFIT the lives of others?

Like a righteous, human-rights-adoring version of Goebbels:

“Repeat a truth often enough
and it becomes amplified”

See, marketing exists to educate people on how your product helps them.

Because by default? 

Nobody has a CLUE about your product. 

It’s up to YOU – the marketer – to connect the dots on how what you’re selling will benefit your customers’ lives. (They won’t sell themselves after all.)

But this isn’t a one-time gig…

Shifting someone’s beliefs is a long-enduring, arduous process. This can’t be done in one email or one advertorial. It takes months, heck, YEARS of inundation.

And this is where we meet ethical Goebbels again:

You must repeat your advertising message often enough until people believe it.

This is the reason companies like Nike have an advertising budget of BILLIONS of dollars annually. They NEED to spend this much because advertising is ineffective if it isn’t seen enough.

Obviously, there’s A LOT more to marketing than repetition.

But repetition is the BASE. It’s very rare that a prospect will change their beliefs upon first contact with your ad.

Think about it: How often have you bought an expensive product immediately after first seeing it?

Summatim:

Repetition (as a marketing device) is necessary but not sufficient.

And that, my friend, is part of the reason I keep showing up in your inboxes every week.

So, let me know if you found value in this email. (Your replies help me write better emails and increase my sender reputation on Gmail.)

Talk soon,

Tim <3

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