Peter, I couldn't agree with you more! If I open a web page and see the big bold red typeface with yellow highlighted copy I close it immediately!

There is one question though... in a previous mail you wrote quite convincingly that hype and strong salesy claims DO work - how do you suggest drawing the balance?

First of all, it's important to recognize that most purchase decisions are made in the reptilian part of the human brain. Most of the time, we buy what we WANT, not necessarily what we NEED.

But because we need to rationalize these purchases, the copywriter's job is to provide reasons, in effect, giving the purchaser the "rational armament" with which to defend his purchase decision.

So all of us who call ourselves marketers are using (or misusing) the power of words to persuade someone else to buy our products.

But here's the distinction that I make. A good salesman gets the buyer to buy the product that the buyer truly wants and can afford.

Think about something you recently bought that you are really, really happy with. For me, it's my new glasses. I am so glad that someone talked me into getting the "Transitions" lenses that change color. Love 'em! I'll never have another pair of glasses without 'em!

So I got sold by a great salesman. And I'm very grateful for the sales job that she did. She got me to own a product I really, really like, but wasn't expecting to buy.

But a con man will sell you anything, regardless of quality, regardless of whether it's appropriate for you, regardless of whether you can afford it. His goal is to separate you from your money. Nothing else matters to him.

And so, apropos of my comments about using hype instead of facts, the con man will frequently "sell the dream" without regard for the reality of your ability to obtain it.

For instance, he'll try to paint a picture of great riches, or other rewards, and try to convince you that these are within your reach.

There will always be some personal gratification that your purchase is associated with. For instance, I own both a $3,000 Roles wrist watch and a $27 Pulsar wri

...as I was saying before I was so rudely interrupted:

There will always be some personal gratification that your purchase is associated with. For instance, I own both a $3,000 Rolex wrist watch and a $27 Pulsar wrist watch that I got on sale in a factory outlet store. The Pulsar has more function and keeps better time.

But the Rolex gratifies my ego. It makes a statement about my business success and my ability to provide for myself and my family. And I can afford it. In fact, I bought it nearly 25 years ago to reward myself for a great year in business!

What concerns me is Internet marketers who stretch the truth and sell get-rich-quick programs and promote the dream that anyone can make easy money online, regardless of talent or work ethic.

Usually these dreams are just another Ponzi scheme.

But so many people are so hungry to be led, and so desperate to succeed, and so greedy, that the unethical hype of the con man continues and, in effect, creates more con men.

So I believe that facts are important. If you can document that your system, business, product, etc. has consistently created a $150,000 income for everyone who has used it, then state the facts.

If you're only selling another worthless dream -- with nothing factual to back up your extravagant claims -- you might as well teach people to send out chain letters.

I hope that explains my position.

Agree? Disagree?

See also: http://daily.mequoda.com/i/internet_marketing_strategy/protect-yourself-from-fraudulent-information-products_312-1.html

-- Peter