On laying it on thick

If laying it on thick = lying through your teeth

No, don't like it

Telephone,

It's questions/polls like these that make me feel I'm being baited.

You offer no market, no niche and no product.

To the point: The answer you seek is CONTEXT SENSITIVE.

You're asking for a generalized answer. When in fact, it all depends on the person you're communicating with, the media/medium, the message and what you have to offer.

You're shooting in the dark.

So either cough up the details of what you're thinking, or you're just wasting everybody's time. Including your own. Because, as you have posed the question, there is NO correct answer.

Let me prove my point:

Tomorrow, go get a copy of the Wall Street Journal or Investor's Business Daily or Barron's. Look at the direct response ads. Since you use the word "Mum," I suspect you're British, so go get the Financial Times.

Then go to Business Opportunity Magazine and look at their direct response ads.

Then go to Inc. Magazine or Entrepreneur Magazine and take a look at their ads.

Different markets. Different mindsets. However, the goal is the same: Making money.

There is no one right answer as you have structured the question here. It's ALL just opinions from people who may or may not be in the market you want to impact.

You want what works, and what works ONLY? GET SPECIFIC.

- Rick Duris

Rick is clearly on point.
With that said, I'm going to point out another area where laying it on thick doesn't work (at least for me) and that is in the area of creating a sense of urgency.

Creating a sense of urgency is crucial in most sales and marketing efforts, but if it isn't real, or is BS, many will see through it and it isn't as effective.

Statements similar to, "Gee, better get this now, I just don't know when I may raise the price, but it could be at anytime, like, I dunno', like never..." (Of course, I'm not talking about WSO's, and the like.)

Also, a false sense of scarcity. I rarely believe that stuff, but thankfully, there are a few out there that set a maximum number they sell and really stick too it. That helps us all, but it just doesn't happen that often.

To create a true sense of urgency, get in the person's head, understand what they need, and key in on that. For income opportunities, I stress the importance of the passage of time, "how much more time are you willing to let pass before you take a stand in life and make a change" type stuff. Anyhow, this doesn't directly apply to your original question, but it was a bit indirect.

It comes down to BELIEVABILITY.

Just saying, "If you buy this course, beautiful women will have sex with you without any effort"... doesn't automatically make it believable.

Giving proof, establishing your authority and expertise, showing others who have had the results, showing them (to a certain extent) WHY it works... all of this contributes to believability and credibility.

So that's where Rick's point about CONTEXT is spot on.

If you've established no believability, no credibility, then the statement carries little weight, because it's outside of the ordinary guy's experience. They naturally have the "Yeah, right!" response.

Create the right CONTEXT for the statement, and you can lay it on almost as thick as you like.

That's why context DOES trump the words. (By providing details about the market, you still missed Rick's point.)

I could say the words, "Buy now".... but without the CONTEXT of... uhh... the entire sales letter ... those words won't have much effect!

Let me be more explicit:

If Joe Smith emerges from his basement, with little experience with women, and says to some random guy on the street... "If you buy this course, beautiful women will have sex with you without any effort"... what do you think HIS success at making the sale will be?

By contrast, Swish Romero turns his life from loser to hero, and without money or good looks has managed to date a string of beautiful women and have them hanging off his every word, and even introducing their hot FRIENDS to him!... and then he says to someone looking on... "If you buy this course, beautiful women will have sex with you without any effort"...

... what do you think HIS success at making the sale will be?

The second guy has credibility, authority, proof.

THIS is the CONTEXT of his words.

THIS is why the poll is difficult to answer. It's not merely about the words, but about who says them, when they are said, the believability of the one saying those words, etc etc.

CONTEXT.

* All names in this post have been changed to protect the innocent