a rant about some stupid ba**ard
who may, or may not be me
Last night, I ran a webby with a client (unsurprisingly went well), went for a nice Kurdish grill to celebrate, and then went to pick up my girlfriend Charlotte from the Train Station.
It was kinda late, about 23:15, but it was a Sunday Evening in Sheffield, so it was very quiet.
I'm cruising down a road in Sheffield, a road I have driven down a million times since I passed my test at 17...
When all of a sudden...
Some stupid bastard starts driving COMPLETELY on the wrong side of the road. I'm talking COMPLETELY.
What's worse, that stupid bastard was ME!!!
I could not believe it.
They had changed the road layout, and I am a man who likes his routine, so I was not a fan of the decision at all.
Anyway, reckless driving aside...
I was sitting in my car for the rest of the journey thinking how on earth I had managed to drive for so long on the wrong side of the road...
And not only that, why weren't there any markings on the road for a good 300m?
And it reminded me of a conversation I had with a friend last week. We were talking about how in marketing...
You have to make things so painfully clear to your prospect that you basically have to assume they are fresh off the boat.
You have to assume they haven't a scooby-fucking-do about a single thing you are saying.
Almost like you are prompting an LLM.
To demonstrate what I mean here, I'm going to use a webinar funnel as an example, for obvious reasons.
Let's take a webinar landing page.
You need to make it very clear on that page that:
This is a live training, not a VSL.
This is a live training, not pre-recorded.
The date it is happening on.
What are they going to learn if they turn up?
Who is hosting it?
This may seem simple, but you wouldn't BELIEVE the number of people who turn up to some of the webinars we do and say...
"iS tHiS lIvE?!"
"iS hE aCtUaLlY hEre?!"
Despite the fact that we have told them it's live on the lander, the confirmation page, the emails, the sms messages AND in the WhatsApp group chat.
People will also message our sales reps saying shit like...
"I'm in the webinar room, but it says it starts on Monday"
NO SHIT MATE. IT SAYS MONDAY EVERYWHERE!!!
YOU ARE TWO WHOLE DAYS EARLY.
And sometimes I cannot believe that people are this incompetent, but in reality...
They are no different to me.
I was chilling and relaxing while driving on the wrong side of the road, despite the arrows LITERALLY facing the other direction from the way I'm driving.
You've probably done something in the past few weeks that's made you think...
"How on earth have I managed that?"
And usually, it was due to a lack of clear instructions.
So in your marketing, on your funnels and in your copy.
TELL. PEOPLE. WHAT. YOU. WANT.
Want them to send you a DM?
TELL THEM TO DO IT.
Want them to sign up to a WhatsApp group?
TELL THEM TO DO IT.
If your service is DFY, not DIY...
TELL THEM IT'S DFY, NOT DIY.
Just like in this email, I would like you to click here to book a call with me to discuss how I can help you with your webinar campaigns.
I'm going to tell you to click here to talk to me.
And then if you click on my VSL, I'm going to tell you...
The Price + Commission Structure
What You Get
How Long It Takes
​I'M GOING TO MAKE IT ALL ABUNDANTLY CLEAR FOR YOU.​
So, click here.
Be clear with your customers.
Remember to use direct response...
And don't drive like a dickhead.
Have a good week,
Charlie McCormack