To Hype? ...or not to Hype?

Banned 12 years ago

Correct, hype sells to complete newbies. Experienced, or savvy marketeers as you say, are not being left out. They simply have an inbuilt bullsh*t detector.

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fedor50 12 years ago

Originally Posted by glowworm

Correct, hype sells to complete newbies. Experienced, or savvy marketeers as you say, are not being left out. They simply have an inbuilt bullsh*t detector.

This. Only make claims that you can back up. Hype filled products that don't deliver any real value almost always get refunded
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kilco16

12 years ago

The bigger the hype the higher the refund rate

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emerica1184 12 years ago

Originally Posted by kilco16

The bigger the hype the higher the refund rate

yep I agree, you are gonna lose some sales
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Michael Oksa

12 years ago

The big "secret" here is to use enthusiasm instead of hype. If you love your product and truly believe that it can help people, then let that come through in your sales letter.

You can certainly use cold, hard facts, but remember to inject your personality into it, too. Of course there is a fine line between hype and enthusiasm, and you don't want to add so much personality that it becomes a distraction.

It's also a good idea to not sound too "salesy", but you still need to sell. Believing in your product will make this much easier, but there is definitely an art to writing sales copy that converts.

All the best,
Michael

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contentwriting360

Banned 12 years ago

As Mike said, sales copy writing is an art matched with the writer's personality and strong belief/confidence on the product/service itself.

What do people love to read? A boring and a dry sales page? Definitely not! Hence, don't forget being enthusiastic while remaining fact-based on what you're claiming to your sales copy.

You can't force enthusiasm if you have any doubt on the product or service you're writing about. If you believe the benefits that one could get from the product, your thoughts will be spontaneous while you put it into writing.

It's fine to hype your sales copy as long as you can back-up everything you're claiming with evidences, case studies, and results. Sometimes, it does not require you to be a veteran IMer before you recognize a truthful and fact-based hype from a hype full of air alone. Sometimes, it only takes common sense to figure that out.

People have become wiser through experience in Internet Marketing.

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Cali16

12 years ago

Originally Posted by louie6925

Has anyone tried selling a wso without the hype and just cold facts and figures? such as "this wso won't make you rich but $10 a day is easily acheivable.

A phrase like that would have much more impact if you turned it around to say, "You can easily make $100's (or several hundred dollars) a month with this..." Which one would you be more likely to buy? For some, that small amount of extra income per month could be exactly what they need, and if at least $10 per day "is easily achievable" then it wouldn't really be "hype".

Copywriting is all in the wording. That being said, yes, hype sells, but if you're not careful you can damage your credibility and end up with a lot of refunds and disgruntled customers who won't buy from you again.

I agree with Michael - that enthusiasm, done properly, can be very powerful.

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vCr8

12 years ago

I agree with Michael, surround you products with enthusiasm and not hype.... if you cannot back up all the claims you have advertised... then be prepared for all the refunds.... Do it right, with this you will build credebility, and a loyal market for a longer time since your products can truly deliver.

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Michael Oksa

12 years ago

A few people have mentioned making claims in copywriting, which brings up another point: the bigger and bolder the claim, the more proof is needed to back up the claim.

All the best,
Michael

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HN

Banned 12 years ago

Originally Posted by Michael Oksa

A few people have mentioned making claims in copywriting, which brings up another point: the bigger and bolder the claim, the more proof is needed to back up the claim.

The problem is that any proof can be faked, any video of clickbank or paypal account, either made with screencapture software of handheld camera can be faked. So what's the point of income proof? Another tool to sell to noobs?

The only acceptable proof is that you can verify thru a third party. Eg. show me a website that receives million visitors a month that can be verified with Alexa or visualizetraffic, or better yet you can see on semrush that the website ranks for thousands of keywords in top 20. Or show me ebay account with a few thousands feedbacks in last 30 days. Any other proof isn't worth rats ass, esp. the one shown in the video below.

I like this video that shows how 3 million suddenly becomes 513 million (scroll to 58 second mark) while the guy swears that this can't be faked. lol

Commission Streamer Review - Proof that this is a...

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blogvkp

12 years ago

Originally Posted by HN

The problem is that any proof can be faked, any video of clickbank or paypal account, either made with screencapture software of handheld camera can be faked. So what's the point of income proof? Another tool to sell to noobs?

I think you are correct.. their are hundreds of products on clickbank, based on clickbank, saying that they have made millions just sleeping, 12000 bucks everyday with this simple tool. They give screenshots and videos of their clickbank account.

I can create billion dollars clickbank account with firebug, the same with paypal.. Don't trust them, until you know someone who bought it and is making profit.

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Imogene

12 years ago

Originally Posted by blogvkp

I think you are correct.. their are hundreds of products on clickbank, based on clickbank, saying that they have made millions just sleeping, 12000 bucks everyday with this simple tool. They give screenshots and videos of their clickbank account.

I can create billion dollars clickbank account with firebug, the same with paypal.. Don't trust them, until you know someone who bought it and is making profit.

Well, to cut long story short, only 5% is real.

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Michael Oksa

12 years ago

Originally Posted by HN

The problem is that any proof can be faked, any video of clickbank or paypal account, either made with screencapture software of handheld camera can be faked. So what's the point of income proof? Another tool to sell to noobs?

The only acceptable proof is that you can verify thru a third party. Eg. show me a website that receives million visitors a month that can be verified with Alexa or visualizetraffic, or better yet you can see on semrush that the website ranks for thousands of keywords in top 20. Or show me ebay account with a few thousands feedbacks in last 30 days. Any other proof isn't worth rats ass, esp. the one shown in the video below.

I like this video that shows how 3 million suddenly becomes 513 million (scroll to 58 second mark) while the guy swears that this can't be faked. lol

Commission Streamer Review - Proof that this is a SCAM ! - YouTube

You may be right about proof of income, but I was talking about big claims for anything (in fact, income claims didn't even cross my mind when I wrote that post). In other words, if you say "our product will make you more famous than Elvis", then you better be able to back up that claim.

The main idea is that bigger claims require more proof than smaller claims. Using income as an example; if I said you can earn $5 a day, then you, as a potential buyer probably wouldn't need a lot of proof. However, if I said you can earn $5,000 a day, then the burden of proof becomes much higher. AND...because various proofs of income can be faked, then I would have to find other way to back up my claim.

The problem with hype is that it often relies on bigger claims, hence the need for more proof. However, if you can provide the necessary proof (and do it in a non-distracting way), then make the claim.

All the best,
Michael

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Brian Lim

12 years ago

There are so many shinny objects nowadays in the WSO section and push button solution on Clickbank, it all boils down to whether you are planning to do this business for a long term, one might be able to make a few quick bucks by lying, but nowadays you can always get a refund if you are not satisfy with the purchased. If someone really wants to be in this business for 3-5 years, why would he/she spent time creating hype and issuing refund while the time can be best spent to made a customer happy and make them to purchase more?

"Always do right. This will gratify some people and astonish the rest."
— Mark Twain

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ExRat 12 years ago

Hi louie6925,

You can either -

a) give the market what it wants - IE - make multiple salespages for the same offer and split test them to find out which approach gives you the result you desire.

or

b) sell in a manner which is in line with your identity. This way you possibly sacrifice higher conversion rates with new prospects in order to provide an experience over the lifetime of the customer which is consistent and requires less effort from you, as it's easier to establish trust and keep it, plus you don't have to keep up an act or lie continually.

Obviously, b) is generally most appropriate where you are delivering multiple products over time into a single market under a single brand and where you are the public face of the brand (IE you do most of the communication yourself) - for example, a typical 'internet marketer', where most of the products in the market are similar but it's 'the seller' that makes the difference and ultimately influences the final buying decision, often related to the level of trust.

Another way of viewing it is like this - do you want to -

1) make single sales to lots of different people

or

2) make multiple sales to each individual prospect over time

If you use hype but can't follow through on that hype (creating buyer's remorse) then method 2) is going to be more problematic.
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louie6925

12 years ago

Thanks for some great answers guys!

I'm looking to release a wso (my first product) later this year! .....and the reason I ask this question is because I have a great rappor with my list and my buyers for being brutally honest, and I fear that if i use hype i could lose that respect and that is what is most important to me.

Although I do stand by my product and know what results people will get from it is big, and the reason I know that is because its a business online/offline that I've built myself over the last 5 months. I know this product when released will 100% get results, but even typing that now makes me cringe!! it sounds hypey, yet the product itself is going to be a diary of my biz from start to finnish, written from the diary I have actually be doing in my own words! I want to keep it raw and real, but just unsure if it would sell without the hype!

I guess as has been kindly suggested is to change that hype into enthusiasm, but everytime I try to write that enthusiasm down it reads hypey!!! gonna have to do some serious study on writing copy! .....and plenty of suggestions on this thread to help me on my way, and for that, I thank you all

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ExRat

12 years ago

Hi louie6925,

Originally Posted by louie6925

Although I do stand by my product and know what results people will get from it is big, and the reason I know that is because its a business online/offline that I've built myself over the last 5 months. I know this product when released will 100% get results, but even typing that now makes me cringe!! it sounds hypey

Yes it does sound hypey.

100% getting results is literally impossible, unless you don't understand human nature.

gonna have to do some serious study on writing copy!

Just my opinion, but if you believe in it that much, don't waste your time.

Just tell them what you know in a calm, dignified manner. That's all that is required if the product actually delivers in mind-blowing fashion.

Your buyers will do the hype for you.

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HD Node

12 years ago

You should believe in whatever you are selling completely, and present its benefits with as much enthusiasm as you can muster. But don't go any further than this and make unrealistic claims. Even if you get away with it once and don't see a high return rate, the damage to your business' reputation will be nearly impossible to repair.

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dantheinternetman

12 years ago

95% of buyers are noobs to be honest!

Its a simple fact that hype will stimulate the pleasure senses in the brain and takes the reader on a journey of fantasy that enatails riches, girls, cars, holidays and a big mansion!

Sales hype is a known psychological sales tactic, I tend to see what the top marketers are doing and if it works while they email there lists then I will sell in a similar way to my email list and thats just me being honest as conversions and profit are a top priority no matter what anyone says we all want to see sales coming in.

BUT...

Yes I do provide value in my products and tend to stick to proven software that actually do what the sales page reads!

A $10 ebook is not going to make you rich, you have to be a total FOOL to believe that.

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ExRat

12 years ago

Hi dantheinternetman,

Originally Posted by dantheinternetman

Sales hype is a known psychological sales tactic, I tend to see what the top marketers are doing and if it works while they email there lists then I will sell in a similar way

Just never forget that just because something is very common, it doesn't mean that there isn't a better way.

Rather than the 'known' sales tactics, perhaps try the 'not-so-well-known' ones

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louie6925

12 years ago

Originally Posted by ExRat

Hi dantheinternetman,

Just never forget that just because something is very common, it doesn't mean that there isn't a better way.

Rather than the 'known' sales tactics, perhaps try the 'not-so-well-known' ones

.....and that was exactly what I was asking! thankyou

.......so has anyone tried anything different and had success?

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adamj2 12 years ago

I get the impression that the hypey WSOs with pretty graphics done for the sales page tend to do better. At least they seem to get more comments and responses left within the thread.

But then again, that could just be newbies with unrealistic expectations purchasing the product thinking it will make them rich rather than a reflection of the value they are getting.

Many of the WSOs I buy myself literally have some non-hypey words of text presented and a PayPal button put up there and that is good enough for me! The value is excellent but there seems to be less active comments on the thread. (Unless it is because the value is so excellent that everyone wants to keep the strategies to themself!).

Not in terms of WSOs, but in terms of my email follow up sequences I have been getting better responses with more down to earth, less hypey personal messages than hypey hard selling. I think the most important thing is just to communicate a message that fits in with your own personality.
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tmanifold 12 years ago

Personally too much hype turns me off. It is a fine line between showing passion for a product and overhyping something that has little chance of meeting the hype.

In particular I really dislike the over-valuation of "free" e-books. A 20 page pdf file is not worth over a 100 dollars, I'm sorry. I also hate "make 10,000 dollars a week with only 3 minutes of work a day!" type claims. Sell the opportunity and show the upside but don't flat out lie. It would set you apart just by doing that.
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Alexa Smith Banned 12 years ago

Originally Posted by dantheinternetman

I tend to see what the top marketers are doing and if it works while they email there lists then I will sell in a similar way to my email list

I can never tell who the top marketers really are. But I'm reasonably confident that they're not the ones who say they are and/or are widely reputed to be the top marketers.

One thing I strongly suspect is that the real top marketers are always split-testing. So there can be quite high chances that what you yourself see them doing is something they won't be doing next month, because it turned out not to be all that good.

Just a skepchick perspective.
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Mark Singletary 12 years ago

Originally Posted by dantheinternetman

A $10 ebook is not going to make you rich, you have to be a total FOOL to believe that.

You are correct if you mean that a person has to actually do the work - a book doesn't do anything.

But if your meaning is that by buying a $10 book you can't get rich by following its concepts you are very, very, very wrong.

There are thousands of people, for example, who have bought Think and Grow Rich or The 7 Habits of Highly Effective People or the Ultimate Sales Letter (plus many more cheap books like them) and have worked consistently using the information gained from those cheap books and have done very well for themselves.

Mark
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erwin78

12 years ago

Hello everyone,

I'm convinced that you should give peolpe more for less. So hype is not my option.

If you want to get more refunds then you will hype but you must value your customer and give a lot of good content for the small price.

I know it is hard to do but it is really works.

All the best and see you on top Erwin.

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hustlinsmoke

12 years ago

I would say, not to overspend your word's. Only let them know what it does do. Most the WSO's are programs most don't even use, they are not factual claims on earnings and such.
State only the facts and use enthusiasm as one above said.

I do not sell via WSO's yet. I do buy occasionally and this is for my curiousness for the most part.

I look for products I can sell elsewhere or expand upon. I do not go through the hype either but I think the newby's do.

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Randall Magwood

12 years ago

Nothing wrong with a little hype. Do you want a stale and boring sales piece? You have make things exciting for your visitor. Put them into the middle of the action.

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TotalWebsiteControl

12 years ago

In my personal opinion... hyping things up to much makes the product not as good. Think about it in terms of new movies that hits the cinemas. They get over hyped and it doesn't live up to the expectations of the viewers. Same thing goes with anything in life.

too much hype = Bad
regular hype = Fine
no hype = Great (let the product/service do the talking, not your sales page)

(all this is based on my personal opinion)

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CTB

12 years ago

Originally Posted by louie6925

After reading several posts lately on topics of hype....is it better to hype up a sales page or not?

....plenty of people in discussion have stated how much they hate hype in a sales thread, (myself included)...and response has almost been 100% that warriors are stating they would not buy a wso surrounded in hype. Therefore why when you lok through the wso forum are 99% majorly hyped up sales pages!

Has anyone tried selling a wso without the hype and just cold facts and figures? such as "this wso won't make you rich but $10 a day is easily acheivable"................I know people would rather invest in a product that states $500-$1000 a day, but we all knoe life aint that easy!

so why the hype? I know hype sells to vulnerable noobs, but what about the 1000's of savy marketers? are they just being left out from buying wso's altogether?

Hype kills sales all around, well mannered, calmly delivered intelligent dialogue sells everyone!

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