I decided to write this post as a follow up to last week’s article ‘“Bulls**t Baffles Brains” Copywriting. The Art Of Persuasion Through Words‘ which I wrote about copywriting and some of the tricks that are used by many of the people in the industry.
There are unfortunately a lot of dubious people in this industry who try their hardest to sell you products you might not want and they will do it anyway they can. There are also quite a few honest and decent people out there who will sell you products without all of the unethical bulls**t and hype.
I wanted to describe the 3 main types of marketer who you will no doubt come across in your quest to learn more, to make more money or find a system that might just change your life. The 3 types are
- The Real Deal
- The Publisher
- The Bulls**tter
Let’s take a look at them in more detail, as you can imagine the first 2 appear to be the people you want to pay attention too and the 3rd one is to be passed over as quick as possible. The big problem comes from the types of sales letters and marketing methods they use, for example the Real Deal will tell you about the system he used and how it made him a success however the Bulls**tter will also say the same when it is not true. How do you tell who is who? Unfortunately that is the hardest part but anyway let’s look at the 3 types in detail.
The 3 Types Of Internet Marketers
1 The Real Deal
As the title suggests this is the type of person who has done what he says and talks about. His knowledge in a subject is from experience and that experience can be very successful or simply ok. What matters is how he sells himself, his products or services.
In no way will they try and sell a product or information by telling you that it made them a success or a lot of money if it hadn’t. These people will tell you what they know, what they did and not what they think you want to know. If they see another product that they know worked for someone else and decide to promote it too, they will say it worked for that person and not try to convince you that they had success with it.
Some successful people will promote the system that made them a success themselves but usually these people will first go to a publishing company or be approached by one who ask them to share their system. They usually create the product which could be an eBook, written manual and/or training videos, the publishing company will then publish, promote and market it. Both parties will share the profits often on a 50-50 basis after all the costs are covered.
The people who spring to mind when we talk about the real deal are George ‘Google Sniper’ Brown, Patrick Meninga, Pat Flynn, Zac Johnson, and Yaro Starak. Each have had success in their own way, they have been open about it and they will not pretend to be anything other than what they say.
2 The Publisher
The publisher is simply a business person or company that sells information products, systems or software but do it by selling the product or the person who had success with it. The internet marketing and direct mail marketing industry has been plagued by people pretending to be an expert or a success when in reality they were not or that they hid behind a pseudonym creating another false success.
The important thing to remember is that you do not need to be a success or an expert to sell systems or products that work as long as you openly admit it isn’t you or focus on those who are the success. The Dummies books cover every topic imaginable but the publishers and company owners are not experts in the information or topics they publish.
Papers are full of articles and information written by journalists who have done some research but not necessarily had the experience. Writing information and giving tutorials about things that work by someone who has never used them is ok. Most of the eBooks and guides you get from internet marketers are written by people from outsourcing sites like Elance and Odesk, very few marketers write them themselves and very few have actually done what their eBooks are about.
As for the example of the Dummies books, the publisher will often approach experts in a field and ask them to write it for them. It has a win win situation because the popular publishing company lends its name to the expert which helps sell the book and the expert in the field lends his name to the publishing company which also helps sell the book.
We encourage people to write eBooks or create products that they can sell but a lot of people are fearful because they feel that they are a fraud if they have not experienced first-hand the information they are sharing. This shouldn’t be the case, you cannot copyright fact and if something works and you know it works then you can share that information whether you have used it or not, that is what publishing houses have been doing for centuries.
You should never dismiss someone who offers information because they have not used it themselves or their product, the information could be seriously good and very useful. What really matters is how they market and sell the information. Publishing companies include those that publish the ‘Dummies’ and ‘Idiot’ guides.
3 The Bulls**tter
This one is self-evident but unfortunately for the newbie it can be quite hard to tell if the person claiming to be the successful self-made millionaire is telling the truth or just another unethical bulls**tter.
They will do anything and everything to convince you that the product they are selling works and that they have a made a lot from it or that it will be the next big thing. It can take some serious research to uncover whether the person is real or not or if their story is true.
These people genuinely do not care about you or your money and will do anything to get it from you. These are the scammers and the people who give the industry a bad name. (Along with a few other issues)
The sales copy will have all of the copywriting tricks and they will not be subtle, they will sell the dream to a point it will be so sugary sweet even Disney would want to vomit.
I don’t know if anyone remembers Riplin but they promised to be the next big thing in social media, they didn’t say they wanted to be but that they WOULD be. They said their mobile app system would be worth billions as they used the best mobile app performance testing system and to be an early part of it was a way to guarantee success along with a lot of wealth.
It had an MLM feel and to be part of it you had to apply to be a member then after that it was invite only and to get an invite you had to contact a team leader, someone who had already become a member. They had some seriously professional looking videos created along with flashy animation (see below) to get people excited and interested leading to many to sign up.
Was it a game or a social media network? Was it a mobile app or not? Most people wasn’t sure what it was or what it actually did. I cannot remember whether people paid an initial up front joining fee as a lot of it was done behind doors and in secrecy. Apparently that was to make the whole thing exciting and mystical for marketing reasons but what is interesting is that it has just suddenly disappeared into thin air.
When I last went to the website I was still none the wiser, there is a 14 minute video explaining that Rippln will be the next big thing but it doesn’t explain how nor is there an ‘about us’ or ‘how it works’ page.
The website is still there but doors are closed and I believe that includes the invite only set up. So have they run to the hills with hundreds of thousands of dollars or more in their bank accounts or did they just amass a huge list of emails which they then either sold to other marketers or rented out for email broadcasts? Having a lot of hot targeted emails is a commodity and worth a fortune, it is possible the scam was nothing more than an email harvesting ploy.
Whatever happened these people sold the dream and said that they had had the next billion dollar industry, sucked loads of people in and the disappeared, they simply bulls**tted their way to wealth and back to their secret hideout.
This, my friends, is the thing you need to be very careful about, if the product sells the dream but hardly mentions what it is or how it works or what you get for joining/buying then the bizzebee rule of thumb is to stay well clear.