H.L. Mencken once said…
“No one in this world has ever lost money by underestimating the intelligence of the great masses of the plain people”
Now remember, this isn’t a slight on America’s education level.
It’s just a mathematical statistic that most people relate better to Homer and Marge Simpson than a pair of PHD’s.
It’s actually something to keep in mind when marketing.
The truth is, most people in the US enjoy drinking Budweiser from the bottle and watching baseball or Nascar on TV rather than reading a book.
Because yes, the most popular team sport in the US is baseball, and the most popular individual sport in the US is Nascar.
And if they’re reading anything at all, it’s usually not the Wall Street Journal, Time, or Newsweek.
It’s the National Enquirer, which sells more copies weekly than all three of the above “smart” periodicals put together.
When you understand this concept you begin to understand how to talk to your prospects.
And it’s not in high falutin’, corporate, industry jargon.
It’s in simple, easy to understand language that anyone can understand.
It’s this “everyman” kind of feeling and style that the great marketers and copywriters have perfected.
Read any of Gary Halbert’s letters and you’ll know what I’m talking about.
It’s like Perry Marshall says… “Short sentences, simple concepts, primal emotions. If people have to work to read what you’ve written.. they won’t read it.”
Because even your PHD friends are human (aren’t they?).
And it’s by tapping into the simple, but deep emotions of the human psyche that you can make your sales message truly effective.
-James D. Lee
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