Who Are You Calling A Moron
Below is a MRR and PLR article in category Writing Speaking -> subcategory Writing.
Who Are You Calling a Moron?
Summary
A recent chat reminded me of an essential copywriting lesson I learned long ago in Philadelphia: never insult your audience. It's not always easy, but there's a fine line between engaging your audience and alienating them. Fortunately, there's a solution.The "Moron" Test
This technique was something I picked up at a business-to-business newsletter publishing company. The idea is to test your headlines by adding an insulting term at the end. If it fits, it's time to rethink your approach.
Example:
- Original: "Have You Complied with HR 1091?"
- Test: "Have You Complied with HR 1091, moron?"
If the term flows well, the headline might be unintentionally condescending. Instead, you can revise it to be more straightforward:
- Improved: "HR 1091 Requires Compliance by Jan. 1"
This method allows readers to form their own questions and inspire thought, subtly guiding them towards the intended action.
Applying the Test
The "moron" test isn't just for headlines; it applies to any part of your copy, especially questions. Consider the difference between a harsh prompt and one that gently guides the reader. Some campaigns attempt to shame the audience into action, which can backfire.
For instance, I received an email from marketing expert Stephen Pierce with the subject: "Have you done this yet?" Adding "moron" to the end would have been over-the-top, but the subject captured attention without offending, leading to successful sign-ups for his teleseminar.
Finding the Right Tone
Books like the "For Dummies" series show that some audiences are comfortable with light-hearted self-deprecation. It’s crucial to understand your audience's reaction to various tones.
Steps to Test Your Approach
1. Create a Test Group: Randomly select 15 to 20 subscribers to receive alternative campaigns, while the rest receive traditional content.
2. Gather Feedback: Ask this group for their thoughts on your campaigns.
3. Monitor Engagement: Track actions such as unsubscribes, click-throughs, and open rates.
4. Integrate Ideas: Apply successful elements to your broader audience.
By using this method, you can safely test your voice and discover whether your audience appreciates or dislikes a bolder, more humorous approach to marketing.
You can find the original non-AI version of this article here: Who Are You Calling A Moron .
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