Why you should highlight the worst thing about your product

Alex In My Inbox #84 ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ Looking to hire best-in-class freelance marketers? Look no further! I used to be a freelancer for hire on this platform and have since hired some great freelance marketers from it. [Hire awesome freelance marketers here.]( Hey there, happy Friday! Welcome to Edition 84 of Alex In My Inbox. Alex In My Inbox is a weekly copywriting series where I share interesting, actionable, and hilarious copywriting tips from "Alex." Alex is an anonymous copywriter who shares these tips with me so I can share them with you.  But first, I want to share something that might help your business ahead of Q4. I talk to dozens of entrepreneurs every month and outside them wanting my take on their email marketing channel, they're always asking where to find great marketing talent. Some want to hire full-time, in-house employees, so I introduce them to my brother Carson, a fantastic recruiter. However, most want to [hire freelancers or consultants.]( Why? A few reasons: 1. The flexibility of this labor pool. You can scale up and back as needed. 2. Access to talent not looking for full-time, in-house work. Some of the smartest people want to stay independent and won't work full-time for anyone. 3. Admin and overheard savings. With freelancers and consultants, you don't have to file tons of paperwork and pay a salary plus all the other fun expenses that come with having W2 employees. I used to be a marketing freelancer for hire [on this platform]( and have since hired some awesome freelance marketers. [Check them out ASAP]( to start finding your next marketing freelancer ahead of Q4 (or the end of the year). sponsored  Today, Alex has an email for us about why telling your audience about all of your flaws is the best way to sell a product.  Let’s try and see him justify this one:     Dear Chase, I know you’re in the middle of speaking at Commerce Roundtable, so I’ll make this a quick one. One tip to change the way you write copy. Real quick. Ready? It’s called Turning Bugs Into Benefits. I remember reading this years ago and it always stuck with me. Whenever you’re writing copy, you may not always be lucky enough to be writing for a perfect product that has no flaws. In fact, most of the products I’ve written for…suck. Unfortunate. But, there are some things you can do to make those bad parts work for you. If there’s one main issue with a product that’s very obvious, you should be calling that out in the copy. For example, let’s say you’re writing copy for a home listing on Zillow. I’ve done that before. One of the best ways to win people over with honesty and transparency is to call out the biggest red flag with the house upfront, and then let all of the other benefits outweigh what you just said. If the copy you write says something along the lines of: The worst part about this home is the slightly more dense squirrel population in the area. OR The worst part about this home is the road noise during rush hour. OR The only bad thing about this home is the ugly fencing. Every single other thing about your new future sanctuary is what we would consider perfect. You’re calling out the worst part of the property SUPER upfront, and showing your cards. It’s like when you’re lying to your parents and you have to throw in details that make you look stupid, but those details aren’t as bad as the main one you’re leaving out. “Yes, Dad, I did sneak out last night. But I didn’t do any drugs.” You definitely did drugs, but at least you didn’t lie about sneaking out. When you’re upfront about the flaws of a product, you’d think that it would turn people off from it. But it actually does the opposite. Every buyer KNOWS that no product is perfect, and you’re the only one who is straight up about the imperfections. At that point, the buyer would rather choose the devil they know. It also makes you more likable. Everyone loves a little self-deprecating humor. It calms people down. It’s a primal thing. It elevates trust, and it makes the buying decision a lot easier. Make sense? Yours truly, Alex. Sent from the Jail Phone (don’t tell my dad) P.S. If you want to hire a freelance copywriter who has been trained and vetted by me (Alex, aka Cardinal Mason), [fill out this quick form.]( By the way, I won't charge you anything for relevant intros. And there's no catch. I have been providing this value-add service for the copywriters I'm working with, and wanted to hook up Chase's audience with this opportunity too.     I hope you enjoyed this week's Alex In My Inbox edition. Have a great weekend, Chase P.S. Here are two ways we can work together: 1. If you own/run an ecommerce brand and are looking for a best-in-class email marketing agency, [please fill out this form.]( 2. If you want to grow your LinkedIn following, [here's some info on my LinkedIn Growth Service.](     © 2023 Chase Dimond No longer want to receive these emails? [Unsubscribe](. Chase Dimond 2960 Champion Way #1701 Tustin, CA 92782