We’ve pretty much all seen them… Those overhyped, quickfix, no work, pushbutton sales letters that promise instant riches in 30 minutes or less. Some of us see them exactly as they are. However, some of us fall for the lustrous promises and unachievable claims.
In either instance it leads to one thing… An unsustainable business model that tarnishes the name and reputation of the product creators. That’s why most of them use pseudonyms and hire actors to deliver the ridiculous pitch.
If you see the pitches for what they are, the creator loses credibility instantly from you and they will never earn your business. However, if lack of experience leads you to believe that what they are pitching is actually attainable you may go ahead and buy into the idea. If you were sucked in by the hype and ridiculousness of it all you quickly realize what it is, and again the business owner loses their credibility and future business from you.
So Here’s the Big Question… Why Use Hype?
Hype in and of itself is not a bad thing. By definition from dictionary.com here is how it reads… To create interest in by flamboyant or dramatic methods; promote or publicize showily. Notice, nowhere does it say lie to the customer, overpromise and under deliver.
Some form of hype is always going to exist in your pitch. Whether you’re walking up to that beautiful girl across the room, or you’re trying to sell the information product you just put together on building awesome bird cages. Some degree of it is needed to grab the reader’s attention.
However, this is what I’ve learned from my experience marketing my business and other businesses… Hype sells, but value builds the business.
So there’s no shame in hyping up the great product that you just put together as long as it delivers on the hype you’re spouting off. The hype must be followed by extreme value. If there’s no value on the back end of that hype your quickly going to lose your customers trust, tarnish your name, and ultimately destroys your business.
Bringing Value Over Hype
At the end of the day it is the value that you bring that builds your business. Not only through repeat customers, but also social media and referrals.
Anybody can put together a sales letter that over promises and under delivers. Anybody can make promises that they cannot back up. However, the hype you use needs to be factual. If your product teaches people to build bird cages in one day or less, the consumer needs to actually be able to build a birdcage in one day or less using the information you provide them.
Do not make promises that you cannot back up. Just because you see other people doing it does not mean that works. What you don’t see is the 50% plus refund rates and abandoned support desks that are full of complaints.
Not to mention that in a lot of cases what people are doing is actually illegal. So, it is okay to bring the hype to grab your readers or viewers attention. However, at the end of the day it is the value that you bring that is going to catapult you to the success that you not only want, but deserve.
I just want to sum this up by reminding you of one thing I mentioned earlier in the post. When I talk about hype I talk about the textbook definition of hype. I’m not talking about what we commonly refer to as hype online. There’s a big difference. The hype we are used to seeing takes it to a whole another level. So do not use hype like others. Use hype as it is meant to be used. To simply create interest in an ethical, but flamboyant way.