29 replies
Why do so many marketers use the word 'secret' in their copy? I've got to the stage now of ignoring or deleting sales pages and emails that include it. I wonder what words, phrases and ploys irritate others?
#copy #sales
  • Profile picture of the author thechasetoriches
    Banned
    I think it's provide a sense of scarcity...I do believe it's over-saturated though. So I have to agree.
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  • Originally Posted by tompurcell View Post

    Why do so many marketers use the word 'secret' in their copy?
    Because If I offered you access to my top secret marketing techniques that earn me thousands of dollars in income, or I offered you a basic marketing plan that does the exactly same, which sounds more appealing?
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    Arnold Stolting - Stolting Media Group
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    • Profile picture of the author tompurcell
      Originally Posted by stoltingmediagroup View Post

      Because If I offered you access to my top secret marketing techniques that earn me thousands of dollars in income, or I offered you a basic marketing plan that does the exactly same, which sounds more appealing?
      Hey Arnold...wouldn't it still work for you without the word 'secret' included? Your second example isn't the same at all!
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      • Originally Posted by tompurcell View Post

        Hey Arnold...wouldn't it still work for you without the word 'secret' included? Your second example isn't the same at all!
        No, not the same, but in most cases the product being pitched is.

        We've all seen commonly known basic marketing plans being pitched as "exclusive access to top secret marketing blueprints used only by the elite" etc.
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        Arnold Stolting - Stolting Media Group
        "I LOVE The Song! The Vibe Is Positive And Firm!" - Kymani Marley. (Son of Bob Marley)
        "Keep Up The Good Work!" Tony Lindsay - Lead Vocalist, Carlos Santana.

        "Very High Quality!" Jeremy Harding - Manager / Producer. Sean Paul.
        "They Are FANTASTIC!" - Willie Crawford.

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  • Profile picture of the author BrianMcLeod
    Originally Posted by tompurcell View Post

    Why do so many marketers use the word 'secret' in their copy?
    Because the market responds to it by opening their wallets.

    I've got to the stage now of ignoring or deleting sales pages and emails that include it.
    Be careful - you're starting to slide down the slippery slope of believing you are your market... and what makes you tick is what makes them tick.

    I wonder what words, phrases and ploys irritate others?
    Waste of brain cycles and focused on the wrong side of the sale.

    Pay attention to what those who DO BUY care about and think.

    That's where the money is.
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    • Profile picture of the author tompurcell
      Originally Posted by BrianMcLeod View Post

      Because the market responds to it by opening their wallets.



      Be careful - you're starting to slide down the slippery slope of believing you are your market... and what makes you tick is what makes them tick.



      Waste of brain cycles and focused on the wrong side of the sale.

      Pay attention to what those who DO BUY care about and think.

      That's where the money is.
      Hey Brian...I'm coming from the buyer side...I'm not an IM...yet! For me, I've started to mistrust an offer or marketer that uses this word.
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      • Profile picture of the author BrianMcLeod
        Originally Posted by tompurcell View Post

        Hey Brian...I'm coming from the buyer side...I'm not an IM...yet! For me, I've started to mistrust an offer or marketer that uses this word.
        Tom,

        Please don't take this the wrong way... it's coming strictly from a place of wanting to help you.

        You've been a member here since 2009... That's FIVE YEARS.

        Isn't it time to stop buying and start selling?
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        • Profile picture of the author tompurcell
          Originally Posted by BrianMcLeod View Post

          Tom,

          Please don't take this the wrong way... it's coming strictly from a place of wanting to help you.

          You've been a member here since 2009... That's FIVE YEARS.

          Isn't it time to stop buying and start selling?
          Hi Brian...no worries...I'm not too sensitive! Although I joined a long while ago, I have been completely inactive.

          If and when I attempt to sell anything, I want to do it in an ethical manner and I call into question the use of this word and other phrases and tools. How are so many secrets being revealed so regularly??? For me, it ranks alongside the earnings screenshots!
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  • Profile picture of the author Brent Stangel
    Be careful - you're starting to slide down the slippery slope of believing you are your market... and what makes you tick is what makes them tick.
    Sign of a buyer vs seller.

    I wonder what words, phrases and ploys irritate others?
    I'm not too fond of Fahrvergn├╝gen.
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    • Originally Posted by Brent Stangel View Post

      I'm not too fond of Fahrvergn├╝gen.
      Das Auto!
      Signature
      Arnold Stolting - Stolting Media Group
      "I LOVE The Song! The Vibe Is Positive And Firm!" - Kymani Marley. (Son of Bob Marley)
      "Keep Up The Good Work!" Tony Lindsay - Lead Vocalist, Carlos Santana.

      "Very High Quality!" Jeremy Harding - Manager / Producer. Sean Paul.
      "They Are FANTASTIC!" - Willie Crawford.

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  • Profile picture of the author Kasparas
    Originally Posted by tompurcell View Post

    I wonder what words, phrases and ploys irritate others?
    Underground. Tricks.
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  • Profile picture of the author JensSteyaert
    If it's used by many, it's a good indication that it works. Perhaps just not for you.
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    • Profile picture of the author tompurcell
      So the use of the word works ito the sales numbers - I get that, but...how many of these products, tips and systems, previously a closed guarded secret, were genuinely known only to one or a few? Are all the marketers that use that word as a hook being genuine?
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      • Originally Posted by tompurcell View Post

        So the use of the word works ito the sales numbers - I get that, but...how many of these products, tips and systems, previously a closed guarded secret, were genuinely known only to one or a few? Are all the marketers that use that word as a hook being genuine?
        There are pitches that sound like: "until now, these top secret formulas have only been available to a closed group of underground marketers who have been quietly using them in order to earn millions online", or anything similar that sounds as if you will receive mystical ancient long lost magical marketing manuscripts recently stumbled upon by accident and dug up in some cave deep in the jungles of.....

        But there are also genuine business marketing plans used by corporations, experienced marketers, etc, of which the strategies contained therein may be common sense to those in the "know", but might be a brand new mysterious concept / exciting breakthrough to an entry level marketer.
        Signature
        Arnold Stolting - Stolting Media Group
        "I LOVE The Song! The Vibe Is Positive And Firm!" - Kymani Marley. (Son of Bob Marley)
        "Keep Up The Good Work!" Tony Lindsay - Lead Vocalist, Carlos Santana.

        "Very High Quality!" Jeremy Harding - Manager / Producer. Sean Paul.
        "They Are FANTASTIC!" - Willie Crawford.

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  • Profile picture of the author michakins
    It's simply because its working!

    When you notice rising trend of something, as an Internet marketer, you simply start using it or learn from it.
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  • Profile picture of the author wordpressmania
    Every marketer have their own marketing strategy. The conversion rate defines which is correct. The "secret" still has impact on conversion rate so people are still using that word to make a positive appeal to their targeted audience. So you may not like it but other can like it and marketers can take advantage it. As you call them marketer, they know how to convert more people to buy and for maximum conversion they choose the right works in this case the converting word is "secret".

    P.S. I personally do not think there is any secret. The success comes after hard work. If you can not work hard no secret can help you to be succeed at the long run.
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  • Profile picture of the author Ripster
    They used the phrase "secret" in their marketing copy in order to create a sense of urgency for the buyer to buy.
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  • Profile picture of the author VideosByIvy
    Originally Posted by tompurcell View Post

    Why do so many marketers use the word 'secret' in their copy? I've got to the stage now of ignoring or deleting sales pages and emails that include it. I wonder what words, phrases and ploys irritate others?

    Remember we are internet marketers..... those Jedi Mind tricks dont work on us... but regular people do not have the Jedi training us internet marketers have

    It's like every mailing list uses the first name personalization, we are so used to that, but someone not of the I.M. world, would say.... WTF this email knows my name!? (actual response once from a subscriber lol)
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    • Profile picture of the author lotsofsnow
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      • Profile picture of the author The Niche Man
        Originally Posted by hpgoodboy View Post

        That's wrong. Here is why
        .
        Will you hurry up and tell me, I can't stand open loops
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        • Profile picture of the author The Niche Man
          OP, I agree with you to a certain extent. "Secret" has lost some of it's juice IMO. But it still works obviously, but it needs more supporting material to back it up now.

          It's the same with the word "Free". That word itself use to excite the masses.

          Now more people want to know why its free, the benefits, the value of the free item and if there's any obligation for accepting it, etc. Then maybe they'll try it.
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  • The answer is simple: it is what gets people to buy their product.

    I mean, why bother buying a product that is OUT AND IN THE OPEN.

    I am most sure I wouldn't buy a product that wasn't a secret and could be found online with a quick Google search.

    Of course, you don't have to buy it, and you don't have to criticize some of the product sellers who do this.

    The reason why many of us use it is because it helps spice up our copy without having to work too hard on it. It's a simple technique I think works well but only if you use it right.
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    • Profile picture of the author tompurcell
      Thanks for all your thoughts on this. We may end up in the realms of semantics soon but for me, as a buyer, I've begun to question the use of this word (and other tactics). I completely get that it has a positive effect on sales but my point is that the word 'secret' has a meaning. Are you being truthful to and respectful of your target audience by continually and without much thought employing a word that mostly doesn't really belong in your sales message?
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    • Profile picture of the author tompurcell
      Originally Posted by internetmarketer1 View Post

      The answer is simple: it is what gets people to buy their product.

      I mean, why bother buying a product that is OUT AND IN THE OPEN.

      I am most sure I wouldn't buy a product that wasn't a secret and could be found online with a quick Google search.

      Of course, you don't have to buy it, and you don't have to criticize some of the product sellers who do this.

      The reason why many of us use it is because it helps spice up our copy without having to work too hard on it. It's a simple technique I think works well but only if you use it right.
      Hey Joel,
      I bought your 'Instant CB Cash' last week despite your heinous crime of slipping the 'S' word into the copy!! But, you didn't employ it in the headline and in truth, your tactic probably is/was a well guarded one.
      What got me to buy was the price of course and also the fact that you consistently and timeously answered all the queries and comments - I thought that showed great faith in your product and a concern for your audience and customers. Good work and thanks.
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  • Profile picture of the author miklanderson2
    It helps to remember that a lot of people getting an e-mail or seeing a product will be fairly new to the game and aren't jaded and tired of seeing all the "secret" tricks being rehashed over and over again. To them, the secrets are still new and fresh and it's a good ploy to reel them in. I used to be on all sorts of marketing lists from "gurus" who were going to reveal the latest and greatest secret. Now that I've been around the block I've trimmed the fat and only subscribe to a handful of people in the industry that I respect.
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  • Profile picture of the author RogozRazvan
    We are hardwired to pay attention to certain concepts or words.

    Secret.
    Sex.
    Amazing.
    Forbidden.

    We all want secrets. We all like sex. We like shiny things. We want to do exactly what we can't do. Just basic human nature.

    Read Influence by Cialdini to understand the mechanism behind this principle.
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  • Profile picture of the author anton343
    i am suprised so many people are trying to explain this, I thought it was a secret why secret works

    anton
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  • Profile picture of the author Randall Magwood
    Originally Posted by tompurcell View Post

    Why do so many marketers use the word 'secret' in their copy?
    It works - especially upon newbies. Most people who are new and haven't made 1 cent yet believe that "gurus" are holding something back from them... that "something back" is the elusive *secret*.
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  • Profile picture of the author Raydal
    Here is a list of the Hardy Boys series. I loved this series as a kid.
    Note how many titles contain the word "secret" and "mystery" or
    cognates.
    Maybe this writer knows how to sell books. So it's not just
    internet marketers.



    1. The Tower Treasure
    2. The House on the Cliff
    3. The Secret of the Old Mill
    4. The Missing Chums
    5. Hunting for Hidden Gold
    6. The Shore Road Mystery
    7. The Secret of the Caves
    8. The Mystery of Cabin Island
    9. The Great Airport Mystery
    10. What Happened at Midnight
    11. While the Clock Ticked
    12. Footprints under the Window
    13. The Mark on the Door
    14. The Hidden Harbor Mystery
    15. The Sinister Signpost
    16. A Figure in Hiding
    17. The Secret Warning
    18. The Twisted Claw
    19. The Disappearing Floor
    20. Mystery of the Flying Express
    21. The Clue of the Broken Blade
    22. The Flickering Torch Mystery
    23. The Melted Coins
    24. The Short-Wave Mystery
    25. The Secret Panel
    26. The Phantom Freighter
    27. The Secret of Skull Mountain
    28. The Sign of the Crooked Arrow
    29. The Secret of the Lost Tunnel
    30. The Wailing Siren Mystery
    31. The Secret of Wildcat Swamp
    32. The Crisscross Shadow
    33. The Yellow Feather Mystery
    34. The Hooded Hawk Mystery
    35. The Clue in the Embers
    36. The Secret of Pirates' Hill
    37. The Ghost at Skeleton Rock
    38. The Mystery at Devil's Paw
    39. The Mystery of the Chinese Junk
    40. Mystery of the Desert Giant
    41. The Clue of the Screeching Owl
    42. The Viking Symbol Mystery
    43. The Mystery of the Aztec Warrior
    44. The Haunted Fort
    45. The Mystery of the Spiral Bridge
    46. The Secret Agent on Flight 101
    47. Mystery of the Whale Tattoo
    48. The Arctic Patrol Mystery
    49. The Bombay Boomerang
    50. Danger on Vampire Trail
    51. The Masked Monkey
    52. The Shattered Helmet
    53. The Clue of the Hissing Serpent
    54. The Mysterious Caravan
    55. The Witchmaster's Key
    56. The Jungle Pyramid
    57. The Firebird Rocket
    58. The Sting of the Scorpion

    -Ray Edwards
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