I like to think my ads are completely hype-free.

I don't like hype when others do it, so it makes sense that I don't do it.

I don't like hype myself, but it's amazing how it sells.

Hype is a technique that has been around for centuries, and even though some of us hate it, some people approach it with their wallets open.

I personally find it irritating, but I do pay attention to anything that may be of value--and that's often very little.

However, you can't be boring in your title or description.
It's gotta have a hook that catches your attention, and that's what sales and IM is all about.

You can throw in integrity and honesty after that, but you have to use an attention grabbing title to attract the visitor to stop and look at the rest of it.

We can always learn from hypey sales pages, and most of the time we learn what NOT to do.

ewen... you dont think the warm prospect had anything to do with it?

the only people who saw that were already knee deep in DM or IM... and already knew of his "legendary status"...

not discounting the copy one bit, he writes better than I probably ever will, but, its not the same like a random person or anything who's got no name.

the copy still rocks.

Holy ****, I thought $2000 was too much. The sales page is longer than some reports I've seen, but I guess I'd read the whole thing if I was really interested in purchasing.

ewen.... yes and yes on your points... he always teaches give away valueable content IN the copy....

i'm doing this with my video sales letters... giving away good content, strategically in the video....

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Hype sells and I always didn't like that. If I see another advertisement with pictures of a psychotically-happy fake family, a photoshoped baby picture off google , dollar bills falling from the sky, or some random sports cars that has nothing to do with the actual product or service, I'm going to lose it. If I hear another recording(video or audio) saying the lines like "financial freedom", "You should be a role model to your family" or "Take Massive Action now.", I'm going to have to slap a teddy bear a few times.(teddy bears don't have lawyers, but they should. With your $500 donation, you'll get a picture of the teddy I slapped, booklet of his story and a letter thanking you. ) I always work hard to look passed the hype and make decisions on the facts of the product or service.

There's got to be a way to be a successful six figure marketers with copywriting honestly and factually. But without sales, I don't eat. It doesn't help that every book, e-book, video and cd teaches you all the ways to hype things up, but not how to write a copy based on honesty and facts. This dilemma can drive a newbie like myself to madness. Don't worry the teddy bear is safe for now.

I actually got the material back when it was first offered - I didn't read the whole letter, but grabbed it mainly because it was from Bencivenga.

Don't know if it's still available, but it's one of my golden sources of reference, it's well worth having.

I always enjoy reading material from someone who's actually created copy for more than just their own personal products.

is hype the cousin of spin?

What copywriters could intend as pitching, can often come off as hype. But a good writer will know the difference. If you have a hyped-up headline, you better have credible evidence to back it up. If you can overcome the "yeah, right" hump - you've done half your job. Then it's a matter of closing.

Best Regards,
vip-ip ...

With the amount of hype we've seen in recent years it's near impossible NOT to sober up and hear the loud beep-beep-beep BS detector going off pretty much every time you encounter it.

That's said, the fundamental copywriting formulas still work: the big promise in the headline, agitated problem, the solution, specificity, proof of results, the testimonials with social proof, guarantees, etc.