So I heard about this scam that really ticked me off.
Apparently, with the coronavirus outbreak, there’s this fake text message going round in Australia right now.
It says something like: “To find out where to get tested in your area, go to this link”.
Unlike some scams, though, it’s all very official-looking. Even the sender name is ‘GOV’, as if it’s this message from the Government. But obviously, if you click this link, it ends up downloading some software onto your phone and stealing your banking details.
Now, it’s almost hard to believe that there are some people who actually make their livelihood like this.
Like … dude, what seriously happened to you? At what point did you decide “You know what, I don’t want to get a job. Instead I’ll send messages to people so I can steal their money”?
I always say you’ve gotta be ready to learn even from things that make you angry. And there’s a lesson to learn here, too.
It’s the old copywriting principle of:
“Join the conversation already happening in your customer’s head”.
It’s a teaching from the Robert Collier Letter Book — one of those old ‘classic’ copywriting books.
In other words:
If you have something to sell (even if it’s a scam link), you first get people interested by starting with something THEY are already thinking about — such as, in this case, making sure you can get tested for coronavirus.
And if you make sure all your copy joins the conversation already in your customer’s head — rather than barging into the room and screaming about your offer like an obnoxious drunk — you (or your client’s) business will be much more profitable as a result.
Just make sure those profits are made ethically …
One more thing:
The Robert Collier Letter Book I mentioned is one of Ramit Sethi’s three favourite copywriting books, which he sent me when I won his Call to Action copywriting challenge a few years back.
If you want to know the other two, do me a favour:
Email me back and tell me the biggest thing you are struggling with (or trying to improve) with your copywriting right now.
In return, I will tell you the names of the two other books.