#1 Way To Get Me To Not Buy

Friday, 27 April 2007 at 5:00 am Pacific USA Time.

What’s the number 1 way to get me to not buy something you’re advertising from a website? Put it on one of those incredibly long "internet marketing"-style pages.

Well, actually, the number 1 way would be to start with a short page that won’t show me ANY information until I sign up for a free newsletter, a copy of your very important e-book about all the mistakes I’m making, or the like. But once you’re showing me information, the best way to convince me I don’t want the product is to write an "internet marketing" page.

What’s that, you ask? Let’s go to a real example. http://www.mycontactstation.com/promo/ What are the hallmarks of this type of web page (though you may already recognise them)?

  1. Smiling person at the top, usually a man, usually well dressed.
  2. The date on the page is always today! Go there tomorrow, it’ll say tomorrow. That’s to make you feel this is new and now!
  3. Buzzwords! Web 2.0! Security! Money! Impress people!
  4. I’m famous! I created something famous, I wrote a book you might know, and now I’m putting my name on THIS! That’s for automatic trust. Now I don’t know anything about the guy on this page to which I’ve linked, but I’ve been to pages like this where the smiling guy establishes how you can trust him with this eBay selling product… but he forgets to mention that the internet is full of scam reports about him and eBay permanently suspended him years ago.
  5. Various text colours, text sizes, and text background colours tell you that nearly every sentence is important. Read this! Now read this! Oh my god, look at THIS!
  6. A checkmark or bulleted list of all the things it does that you absolutely need (evidently).
  7. Audio and/or video from the smiling guy. If it’s audio, it usually automatically starts when you hit the page so that everybody at work knows you’re browsing for a fast way to make quick wealth (or whatever it’s selling).
  8. Testimonials abound. People just like you are making money/having success/improving their lives. Here are their pictures, here is what they said, and here’s some audio we got them to record. To me, testimonials are nice when they identify who the person is so you can contact him/her to see what they really thought. But then again, testimonials can be totally fake people. The guy I mentioned before who is suspended on eBay, but always selling you something for you eBay selling… I remember when the main testimonials on his site were from his accountant (also suspended on eBay) talking about how much the product improved his selling. So contacting him to ask how it worked wouldn’t exactly lead you to the truth there! To me, testimonials like this are like a note from your Mom. We’re only going to hear the best!
  9. Then the action messages start. Take action now. Take control. You must be out of control and inactive. Make money now. Stop laying around. Let this system make you money while you relax on your pool raft, knowing nothing about selling online. And it’s all in this handy system! Learn everything in a box! Amazing. Next, it’ll be in a pill.
  10. Order now! Yes, I want to control my life and make so much money. There’s always something that is written as if it came from you mouth, with first person pronouns.
  11. The end bit is often why is this so cheap or free. What they don’t tell you is that most of the value is adding you to their mailing list. I wrote about this last year.

And let’s not forget that there is usually something in there about what a secret this is. Or somebody doesn’t want you to know about/have this system. It’s that amazing!

What can you do? Check these people out. Google them. Google this product. Make sure you are reading reviews that do NOT have affiliate (coded) links to the product. Those aren’t going to be unbiased reviews. :) Those people hope you click on it so they make money. It may be hard to find a site without a coded link. What do those look like?

http://www.mycontactstation.com/promo/?taf=1 is the link I followed to find the page I am talking about today. The ? and a number or letters on the end is often what you’ll see if it’s not being hidden. Here’s another. http://www.worldwidebrands.com/?oid=7948 So when someone says this product is great, you have to try it, here are testimonials, and then you see a link like that, just know that even if they really mean what they say, they DO get money if you follow the link and then sign up. Some people like to make a little money for products they like and would be recommending anyway. Some people don’t care what the product is; they’ll link you to anything that makes them money.

So I clicked on the link that brought me to the Contact Station page. I was interested in how this was going to help me. And once I saw it was an internet marketing page, I left. I unsubscribed from the blog I had read that recommended it.

I suggest that you avoid ANYBODY marketing based on fear. But you pick what you do. :) I have a lot to say on this issue, so tune in Monday for more!

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Categories: That's Bad Marketing

Comments Closed

5 Responses to “#1 Way To Get Me To Not Buy”

  1. Frank Ross says:

    From my perspective, I agree with you completely. When I run across those “Sales Letter” sites my eyes glaze over and I usually hit page down page down page down, etc to get to the “bottom line”. Having said that, they must work right? A lot of people use them and a lot of high level marketers use them. Do you think they work on other people?

  2. Debbie says:

    Hi, Frank. I’m not sure those pages work, and also, what is a measurement of working? Based on the goals and intentions most of those pages have, and the fact that they’re selling downloadable goods (low/no overhead), they may think it’s successful if a handful of people sign up for the treasured mailing list!
    I also find that these people idolise each other and certain “Internet Marketing Gurus,” and so they all take the same tactic. But when I look at marketing geniuses I think are fantastic (like Seth Godin), I don’t think he’d be caught dead making a web page like that!
    What’s a “high level marketer”? I don’t know what you mean by that. I always think of the people who write these pages as fairly low level in that the whole approach seems very base. It’s very infomercial, and “but wait, call now, and get TWO mops!” :) I’d think of “high level marketing” as the amazing viral spread of YouTube. They couldn’t have BOUGHT the marketing they got. :)

  3. Frank Ross says:

    Hi again Debbie, I guess ‘high level marketer’ was not a very good term to use. What I meant was well-known and respected marketers. Case in point – John Carlton. He earns his money (presumable lots) by mentoring others in copywriting – although I haven’t partaken of his services, I know people who have. And here is his sales page:
    It’s pretty much like the sales pages like we’re talking about here. And the testimonials read like a who’s who of marketing. People like you and me don’t really like them, but these well known marketing people seem to utilize them to their fullest. BTW, Carlton’s page makes my eyes glaze over.

  4. Debbie says:

    Yeah but that’s a “who’s who” of INTERNET MARKETING, which is a list of people I don’t trust. :) Alex and pals are the people perpetuating this stuff, and I know they feed off each other’s mailing lists, so I’m not compelled by that page AT ALL. I think Alex et al are the gang who encourage this sort of marketing, the whole “sell stuff in your sleep” things, the “get everybody on your mailing list” thing, and some pretty incorrect definitions of and techniques for what they are calling “viral” marketing.
    In my circles and industries, these people are not well-known, and when they are known, they are NOT well-respected.
    There’s an audience for everything. There was an audience for door-to-door encyclopaedia sales. :) There is still a huge audience for QVC and TV-based shopping. There is a huge audience for infomercials that sell you things that possibly don’t work, or won’t be sold next month or ever again. There is a huge audience for get rich quick schemes. That doesn’t mean that I’m going to market the way these things do.
    The people who try to use products advertised in infomercials and pages like these call my company needing help. They’ve often spent one of their last dollars on this stuff, and want us to make it work or fill in the blanks. It’s SUCH a huge shame that they are talked into buying something that doesn’t work for them, and I can only put that back on Alex and his buddies. It appears that it’s more important to make money off people than to really serve needs with quality products. How many “make money off eBay” e-books do you think sell compared to how many of them make people the livings that those long “internet marketing” pages claim?
    I care more about integrity. At my core, I want to help people regardless of what’s in it for me. How did some of the wealthiest “internet marketers” get that way, and which of the people who paid them for some system or ebook or software called me crying about their last dollar and the 2nd or 3rd job they just had to take? How many of these “internet marketers” have formal complaints against them and state Attorney General offices looking into them or already suing?
    Here’s another angle. Some of these “internet marketers” work the eBay selling angle. That’s my industry. And how many of them exhibit at the annual eBay convention, which is by application only? I know companies that have been turned down because eBay doesn’t want them there. How many of them does eBay ask to speak at the convention or other eBay events? ZERO. So then who are these people, and why should we trust them if eBay doesn’t embrace them? Ripple that out to other industries using “internet marketing,” and I can’t help but wonder.
    To me, these long pages are the hallmark of someone whose product isn’t enough. It evidently requires thousands of words in tens of colours to convince you that you need this. How hard is it to sell an iPod? A good car? To me, solid products sell themselves. I didn’t need Alex M and other testimonials to choose my car or portable music player. :) Nothing I buy has long pages written like that. So if this works so well, why doesn’t Sandisk make a page like that for their popular Sansa music players? Why doesn’t Toyota make pages like that for the new FJ Cruiser? Why doesn’t Coke make pages like that for their new flavours? Why didn’t Microsoft page a page like that for Vista? I just don’t take seriously anybody with an “internet marketing” page, no matter what it’s selling.

  5. I have the same problem.I often read about elite review that have affiliate (coded)links to the product.And that is really annoying.