Please look back at the wording and see that I am not selling anything on the landing page. That is probably the worst thing you can do. “I hope you enjoyed the movie, now give me money.”
The reason this caused me to pause was because I stopped reading after the second period and said “What?” Did he just say that not selling on the landing page is the worst thing you can do? Because he was just making the opposite point. Then I read the following sentence and realized that the worst thing you could do was immediately ask for money (which was what he was saying initially). But this got me thinking about how a quote can be taken out of context so easily.
Quoting with Evil Intent
Scott is a major advocate of building relationships to build your business. He rails against cold calling and pushy sales tactics. I heard him speak on his book tour (Salt Lake) and at PubCon. However, let’s say some pushy sales guy wants to be a succubus and steal some of Scott’s cred. He might use the following quote:
“Please look back at the wording and see that I am not selling anything on the landing page. That is probably the worst thing you can do.”
This would make it look like Scott was advocating pushy landing pages that sell, sell, sell. Not cool.
Rule #1: Maintain the original intent of the quote.
Rule #2: Refer to Rule #1.
I know you want to use the shortest possible snippet, but make sure you understand the original intent (yes, that means you’ll likely have to read what was said before and after the quote. Maybe even a few paragraphs). Then maintain the integrity of the quote. Seems simple doesn’t it?