Marketing Hype and Coffee

July 24, 2008

I love coffee.  I drink 1-2 pots per day.  (My wife has 2 or so cups of the two pots, even though I tell her not not touch it.)

There are those occasional days that I drink too much and the coffee starts to taste bad.  No matter how much I love coffee, there is a point where I’d rather drink water to clean the palate.

It is no wonder that we are all so immune to marketing hype as well.  I get a lot of newsletters, read a lot of blogs and talk to a lot of people.   Opening an email and seeing “Ready to make millions?” or “Think of it as 1,000 miles per gallon.” creates a very tire, annoyed reaction.

If you want to be 100% sure that I delete your email without reading beyond the first sentence, start out with some hype.  I maxed out on hype years ago and I would rather eat dirt than read hype now.

And don’t invite me to waste an hour of my life in your sales pitch/webinar.  I might come if you are giving away the farm, but if you are just selling me something, keep it to a decision I can make without wasting more than 30 seconds.

I cringe at hype.  I know the sales cycle.  Let’s just cut to the chase and get on with life.  You either have something that will make my life MUCH easier, or you do not.

The funny thing is that most of us like to buy things.  But we do not like to buy everything and we hate to be SOLD.

Do you want me to read your email?

Start out like this in a text only email:

Hi Ron,

I read your blog regularly and get a lot of value from it.  I have something that I am certain will interest you (or your readers.)

Since you read my blog, it really might be true and I have to read your email.  Probably twice, because it makes me feel all warm and fuzzy.

If you are still trying to force people to drink their 50th cut of hype for the day, maybe it is time to become a human being and appeal to them by showing them you care.

PS:  Buy My EBook and Get Richer Than Warren Buffet

- Thank You!

Posted by Ron McDaniel | Filed Under Blog, Sales, Word of Mouth Marketing 

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Comments

One Response to “Marketing Hype and Coffee”

  1. Jeff Eskow on August 8th, 2008 12:28 pm

    I chuckled when I read this post, because i feel the exact same way.

    In fact, let me add a layer - if I ‘click here for free information’ and I right away recognize that:
    1) all of the text is centered…
    2) there is as much red text and blue text as there is Black text…
    3) much of the black text features Yellow Highlights…

    …then I immediately leave the page; never to return.

    Unfortuantely for Internet Marketers…and fortunately for me…eveyrone has been using the same ‘Circa 2002′ template for their online Sales Letters.

    I guess I should actually thak them for making it obvious to me which sites not to waste my time on…!

    http://www.ShopForTheGood.blogspot.com

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