A survey has revealed Jeremy Clarkson (Top Gear, Grand Tour and Clarkson’s Farm) has been voted the hottest guy in Britain.


The survey was carried out by an “introduction for encounters” website, (Same business model as Ashley Madison) so could it be that Jeremy’s win is a marketing strategy for the company?

Jeremy shares his “beer belly” appearance and lifestyle with a sizeable percentage of your average British male.

By placing him in the #1 spot, guys similarly built to Jeremy are more likely to believe that they have what the women on that site look for when deciding who to meet up with.

And if they believe this to be true, they’re more likely to pay to subscribe to their website, right?

Most people would expect that someone like, say, Idris Elba would be the top choice, so by placing him in 6th, your average man feels better about their chances of getting “dates”.

Prince William being in third place does the same for balding guys who are self-conscious about that.

It would not surprise me if they have somehow skewed the results to ensure that there is something about most of the winners that matches what they know their ideal client avatar lacks confidence with, so it encourages more to sign up.

I don’t align with what that site stands for but I will give them chops for their clever marketing if this is what they have done.

There is a marketing lesson in this for you too.

Surveys are a popular marketing tool because backing up claims you make with stats adds credibility.

If you are creating a survey to serve a specific goal – like increasing paying subscribers for an “encounters” website, you wouldn’t want to leave the results to chance.

After all, if Idris had come out in top place, they would only have confirmed what their audience already thought.

When for this to work they needed to SHIFT people’s beliefs.

How can you guarantee results that shift beliefs?

Engineering your survey to give you the stats you want.

Not by lying about the voting.

Not by making up any old data.

Through how you construct the questions.

Let me give you an example.

Suppose I wanted to prove to you that when a ‘high ticket’ option is offered, most of your audience will choose to buy your highest priced offer – increasing your revenue.

And to gather the data to back up my theory, I asked you:

“Which of my offers do you perceive as being the MOST valuable?”.

A- £30 to have me give you ONE bespoke idea for a piece of standout social media content you could create and publish to generate ideal client leads and sales online.

B- £75 to have me give you FIVE bespoke headlines for standout social media content you could create and publish to generate ideal client leads and sales online – and receive my response within 48 hours

C- £100 for TEN bespoke headline ideas PLUS 24 hours of unlimited 121 copy co-writing and editing with me to take your ideas and produce sizzling storyselling content for posts that will capture your ideal clients attention, keep them engaged and send them rushing to your DMs to buy as soon as they finish reading.

Did you choose option C?

The way I’ve worded the offers presents option C as the strongest value offer – £25 more to double the number of ideas and go away with your lead generating content ready to publish – so that’s the one most likely to be chosen.

(I also wrote option A in a way that on its own was a reasonable deal but when stacked next to option B, it looks poor value).

Leaving aside that £100 is not classed as ‘high ticket’, I would expect this data to verify my claim that high ticket options are most popular.

It’s a bit dishonest though, isn’t it?

Instead, I could more legitimately use this data (were it real) to evidence that the way you:

Communicate what you are selling – so your prospect recognises how buying will benefit them…

Present your offer – so they perceive what they will receive to be of higher value than what they will pay…

Stack any tiers – so when there is more than one option for them to choose from, the next highest option feels MUCH more valuable, so it is MUCH more attractive than the previous one…

… will increase or decrease how excited your audience will be about your offer and influence their decision to buy (or not).

If your launches are not getting as much interest as you hoped for, or you have a product or service for sale and you want more people to buy, based on the results of my “latest survey”, your sales copy is the culprit.

And if you’re ready to improve your conversions with sizzling sales copy that presents your offers as WAY MORE valuable that the price so you want to double your fees and your ideal client will be excited to invest at that new level, let’s make it happen for you.

Book your done for you sales copy and get ready to charge and sell more!


Gilly Woodhouse said:

“The quality of the copy Veronica is producing for my premium package is already making me see it is much more valuable than I realised so I will be increasing the price!”


Veronica Pullen

Veronica Pullen

The Mile-Deep Marketing Queen at Apples to Oranges Ltd
Veronica Pullen, AKA The MIle-Deep Marketing Queen helps coaches, trainers, consultants, mentors, experts, speakers, and therapists to attract your ideal, like-minded clients from your 'Mile-Deep' Facebook marketing, networking, group challenges, and ads.
Veronica Pullen
Veronica Pullen
Veronica Pullen

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