Marketing scientists resolve ancient persuasion paradox

Here’s a paradox for you:

If Gary “greatest living copywriter” Bencivenga says hyped-up marketing doesn’t work well

Then why do we see so much hypey marketing around?

For example, I just searched for the top-selling products on ClickBank.

Here are a few top-sellers I found. In third place:

YOU’RE ABOUT TO LEARN “UNDERGROUND” FAT-BURNING SECRETS OF ELITE BODY BUILDERS, CELEBRITIES, AND FITNESS “GURUS”: 23 POUNDS IN 21 DAYS!

And here’s the #6 best-seller on Clickbank right now:

A BREAKTHROUGH IN DIABETES HAS BEEN ACHIEVED… AND YET WE HAVE BEEN THREATENED… WE ARE IN DANGER OF LOSING OUR MEDICAL LICENSES…

There’s no doubt that these offers are selling.

So it seems hype is alive and well.

How does this square up with Gary B.’s claim that hype isn’t the best way to sell?

One explanation comes from another top copywriter and marketer, Michael Masterson, aka Mark Morgan Ford.

He had this to say about selling through an appeal to greed and fear:

I have found that if you do that, you wind up attracting the kind of customer you don‘t want: someone who is gullible and greedy.

You can‘t build a business by selling to the gullible and greedy. You can make scores, sometimes big scores. But you will never have a sustainably profitable business.

I think the same might be true about selling through any kind of hype.

Yes, you might attract affiliates. You might even make sales. But many of those won’t be the kinds of customer relationships you want for the long term.

John Bejakovic

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If you’re not gullible and greedy, you might like my daily emails.