Mind Tricking Sales Letters
SCAMS SPECIAL INVESTIGATION SERIES
By Pavel Lenshin
Friday, November 26, 2004; 3:00pm EST
Hype is everywhere. There are no ebooks on internet marketing,
there are ebooks that change your life, bring you wealth and
happiness. Guess what happens when these ebooks don't change their
owners' lives? Right, buyers lose their belief!
Today's sales letters copy writing provokes inevitable harm to
customers and create a fertile ground for scams.
Marketing hype continues to grow decreasing the truthful part
accordingly. The line dividing the true business marketing and
marketing hype is difficult to catch due to the increasing number of
tricks and techniques used by online marketers.
We ruin people's belief, we decrease the credibility of the internet
as a business place, we support online scams and spammers with our
own hands, sometimes even without noticing it.
I've spent months exploring so-called "Free" traffic or promotion
opportunities and after all discovered that all they want is to put
my money into their pocket only for my right to advertise and
promote their offers. I bet you have been caught with this "Free"
Programming language in 3 hours? Web-design skills in 2 hours? What
next? Millionaire in 1 hour? You can buy product with web-sites
provided, which you could set-up and start running within 2 hours,
but you will never be able to understand the methods and techniques
of writing your own ebook or creating personal web-site during that
blatantly advertised period of time.
Guess what happens with a true "inventor", who, say, developed his
own system of completely learning Perl language in a month. We all
know that it is a true system, but due to well-advertised marketing
hype, no one will pay any attention to him, unless he states
something similar to "Become a programming guru in two hours!". But
he couldn't do that simply because his system designed to learn the
languages in a month, not in an hour or two.
So ask yourself who wins under such conditions at the end? The
answer is obvious - scams, who advertise marketing hype and play on
people's laziness! Who will lose? The developers of true fundamental
systems that can truly teach people a new knowledge, considering
people's learning abilities, spare time etc.
I will share my simple rule with you. If I see on someone's web-site
statement proclaiming I will get any knowledge in several hours
others take months to learn, I immediately close down the browser
window, sometimes stop my online session in order to forget the path
to this site forever.
Solicited testimonials? Are they objective and true? Are they
informative for the visitor? Could you find a natural or negative
testimonial in someone's sales letter? Maybe one or two in the
entire internet just because of unprofessional author. So why
everyone tells you, that testimonials are so important? Simply it is
another psychological trigger to the mind. Want to build
credibility? Great! Publish unsolicited clients' feedback. If there
is no any, think about improving your offer rather than bribing your
customers to write a testimonial for you.
I see strong tendency towards hype, tricks and nonsense only to
force a visitor to buy. It will not be a big surprise if I soon
encounter an ad with 20 supporting testimonials telling me that if I
buy particular book today, then tomorrow I will construct a
jet-plain. That's why there is an army of disappointed people who
have bought 150 ebooks and simply don't know what to do and what
they need them for.
The roots of that marketing garbage lie at the bottom of the
competition. When hundreds of sellers try to promote the same
product using the same web-page, the competition becomes so fierce
that it is almost impossible to market without advertising fraud.
In order to profit you should make your offer as unique as possible.
No more, no less.
Make your offer to be addressed to the buyers' side, don't force
them (using marketing hype) to buy product that you know is not good
enough or fake at all. To my mind, the best way is to inform your
customer about his/her benefits along with the features, not
instead. Let the customer choose what features are really
beneficial, and what aren't. Only that way can be fully objective in
relation to your customer. Given you're having great offer, full
customer satisfaction is what will make your business literally
Be honest. The result of selling one more hype product is temporal,
integrity and honesty with people you are dealing with is for entire
life. Decide what is more important to you.
Internet is our home. Let's make it clean and shining.
About the Author
Pavel Lenshin is a publisher of NET Business Magazine, professional
web-developer and CEO of:
http://ASBONE.com/ - informational portal and provider of discounted
internet services for entrepreneurs, including internet access,
web-design and hosting; http://InfoAlchemist.com/ - a must-have