MIND TRICKING SALES LETTERS

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copyright (c) Pavel Lenshin
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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 creates a fertile land for scams.

Marketing hype continues to grow decreasing accordingly the
truthful part. The line dividing the true business marketing
and marketing hype is difficult to catch due to 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 by this "Free" trick also.

Programming language in 3 hours? Web-design skills in 2
hours? What's next? A millionaire in 1 hour? You can buy a
product along with web-sites provided, which you could setup
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 a personal web-site while 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 can't do
that just because his system has been 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 loses? The developers of
true fundamental systems that can really teach people a new
knowledge, considering people's learning abilities, spare
time etc.

I will share my simple rule with you. If I see at 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 for
the mind. Want to build credibility? Great! Publish
unsolicited clients' feedback. If there is none, think of
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 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 bought 150 ebooks and simply don't
know what to do and what they need them for.

The roots of that marketing garbage conclude in fierce
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) buy product that you know
is not good enough or even 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 explode.

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 for
you.

Internet is our home. Let's make it clean and shining.

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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 business library.