Alan R. Bechtold has released the latest issue of E-Wealth Report. This featured article is titled “Why Do We Keep Falling for This Stuff?”. [E-Wealth Report]


Alan Bechtold has released the latest issue of ‘E-Wealth Report’ Newsletter.

Why Do We Keep Falling for This Stuff?

Have you ever bought something that sounded so great but, when it arrived at your door, it wasn’t at all what you thought it would be?

I hear my clients complaining all the time about hype and how much of it there is on the Internet and in the late-night infomercials we’re all pummeled with day-in and day-out. It’s clear to me they know what hype is when they see it. And they tell me in no certain terms that it’s a turn-off.

Yet, these same clients also report to me that they continue to fall for over-hyped offer after over-hyped offer, until some of them are completely flat broke with nowhere to turn.

I used to blame the unscrupulous marketers of the world who over-market their stuff. Now I’m pointing the finger at you.

Don’t feel bad. I’m pointing the finger at me, too.

I’m sick of hype, too. I’ve been taken in by it more times than I care to admit. Whenever I fall victim to it again, I blame myself. Why on earth would I blame anyone else but you when you fall for it, too?

Look – it’s no crime to be taken for a ride once or twice. But, when we’re on our fifth or sixth go-round and, once again we get taken, it’s our fault.

I’ve talked to a lot of marketing experts through the years. The subject of hype in sales copy and ads comes up a lot. Almost without exception, we’re all sick and tired of hype. We’d much rather tell you the benefits of what we have to sell you, showing you exactly how you will benefit and all the reasons why, so you can make your own educated purchasing decision.

But – almost every time we try the “sane” approach, without hype, our sales suck!

I’ve tested this theory myself – and my tests prove that hype sells better than the honest truth almost every time.

I’ve tried promoting the same high-quality product with no-nonsense, here’s-what-you-get-and-why-you-should-care sales copy, split-testing the promotion with a yelling-in-your-face-slightly-over-the-top hyped-up sales piece.

The hyped-up sales piece out-sells the more rational approach hands-down every time. In short, marketers write this kind of copy because it does sell.

But – when the copy doesn’t fit the product, it’s also an outright lie, isn’t it? That’s the kind of hype I know we would all like to see go away for good. The problem is, it won’t go away as long as we all keep falling for it.

We talk a lot about “training the customer,” and “managing customer expectations and actions.” This is a case of the customer training us. If it’s true that sales are terrible when you tell the truth and stick to the solid basics of honest advertising, but shoot through the roof when you exaggerate and hype up the expectations – which way do you expect most marketers to move?

They choose the path of least resistance. It’s human nature. But, in reality, we are the ones telling them this stuff works best.

So – if we’re to blame for the current state of marketing in the world – what can we do about it?

The good news is you have the power to change things. It’s called WILL POWER. And you kick it into action the moment you smell hype.

The next time you read a sales letter or Website, ask yourself, “Does this sound too good to be true?” If it does, really pour over the copy with a jaundiced eye. Look for things like:

* Excessive stated retail values (a $40,000 value – just $29.95!)
* Over-blown expectations (get rich in just 90 days or less!)
* Exaggerated testimonials (“I got $100,000 in just 10 days” – A.R., Wisconsin)
* Promises no one could keep (make $60,000 NEXT Month Guaranteed!)

This kind of copy is all over the Web. I’ve written similar copy myself, in the past. But, I’ve decided to never do it again. Even if it means lower sales for me in the future.

Now – you need to help change this trend. And the only way you can do it is not buy if it sounds too good. Period. Put up your hype antenna and, when it starts buzzing, back away.

When you buy something from someone that turns out to have been over-hyped, even if the product is “ok” (sometimes it’s difficult to tell it was hype until you actually receive the product) – let the marketer know this has violated your trust and it will definitely make the decision for you before you ever buy anything from that marketer again.

If enough of us would just do this, we’d start to see a reduction in over-blown hyped-up ads that abound everywhere. We could actually turn things around so hype in sales materials actually LOWERS sales and real-world benefits and down-to-earth copy sells more.

Wouldn’t that be a welcomed change?

I urge you to change how you view ads. Reward quality marketing with an order and punish over-blown crap copy by turning away.

My gift to you this week is actually going to sound almost like hype. I have an excellent package of more than $4600 worth of superb ebooks, audio programs, complete courses, memberships and more – all available to you when you get a copy of my new book, Will Work for Fun: 3 Simple Steps for Turning Any Hobby or Interest into Cash, from John Wiley Books, and my new full-length movie, The FUNdamental You, during my huge launch celebration that ends Saturday, June 28, at 12:00 noon eastern U.S. time.

It’s true. Spend less than $40 and you’ll get more than $4600 in excellent no-cost bonus goodies. Plus the book and movie.

Spend less than $25 and you’ll still be able to scoop up more than $3500 in bonuses.

It sounds too good to be true, I know. But, this one is true. And you’ll notice, on the site where you sign up to get these great gifts and my book and movie, there’s no hype. No bravado or exaggeration. Just the facts about what’s in the movie and book and how they will help you make your life so enjoyable you can’t wait to get out of bed and start your way through each and every day.

Just visit the site by clicking here and see what I mean.

Then reward me by buying my book, my movie or both – so you can then reward yourself with full access to all the great gifts I’ve put together for you during this special promotion.

See you next week!

Alan R. Bechtold

President/CEO

BBS Press Service, Inc.

‘E-Wealth Report’ Newsletter

*IMNewswatch would like to thank Alan Bechtold for granting permission to reprint the latest article.

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