How To Avoid Hype When You Sell

By Yaro Starak
87 Comments

There’s an interesting challenge I’ve come up against many times, which I think most professional bloggers know well.

The challenge is how to sell something without using all that horrible “hype” that Internet marketers use.

But wait a second. Hype actually works, or at least good “sales copy” works if you call convincing people to buy what you sell your desired outcome.

The challenge is figuring out what level of “sales talk” to use when trying to sell. You don’t want to be accused of over-hyping something, nor do you want to put in such a weak effort that no one buys.

The problem unfortunately cannot be solved 100% because what is hype to one person is not to another. We all have our own internal “bullshit meter” as it might be labeled, based on all kinds of things like our personality, experience with marketing, emotional state at the time of reference, etc etc.

You can’t account for everything, but you can work with what you should hopefully know quite well – you and your potential customers- and attempt to meet the needs of both.

Membership Site Mastermind Reopens Tuesday November 3rd For 24 Hours Only

Did you read that sub-heading? I hope you did.

It might seem a little out of place, but I put it there because one of the messages I want you to take away from reading this blog post is that I’m reopening Membership Site Mastermind for one last day for all the stragglers and latecomers who didn’t join during the opening last week.

I know there are stragglers because they keep emailing me asking if they can squeeze in, so I’m giving you one last chance to take the program with me during this final run for 2009.

This will definitely be the last time it’s open this year. No more one day openings, no exceptions, if you email and ask no matter how good your excuse, you won’t be allowed in. That wouldn’t be fair to the hundreds of people who took initiative and joined when the doors were open.

You can sign up here from 11 AM EST US time on Tuesday for 24 hours only

So, back to my original thought train…

The challenge I face when writing about the products I sell is the threshold my audience has for me “pitching” my products.

While most people are interested in hearing about the products I create and when I offer the chance to buy in want to know about, the truth is only a teeny-tiny percentage of my overall readership joins.

If I keep bombarding you with blog post and email after blog post after email about the program, I start to lose your attention. It might get so bad that you stop subscribing altogether.

I know this is true because every single launch I do I lose a few hundred subscribers and I even get some fairly insulting emails from people complaining that all I do is send them newsletters asking them to buy something. Thankfully only one or two people usually feel the need to do this.

I know where they are coming from, because during the one-to-two weeks that I run a launch campaign I focus all my emails and blog posts on the product I’m selling, so it can be bit much for some people, especially if they just joined my email newsletter the week the launch began.

When I’m not doing launches my emails and blog posts are less focused on one thing and are content only without any pitch. Besides the affiliate promotions I do, which are never as comprehensive as when I sell my own product, I usually just give people great free stuff and ask for nothing in return but your attention.

Great Free Stuff

Great free stuff is the foundation of a great blog and email list, but from time to time you are going to ask people to buy something, if you intend to be an affiliate marketer or a creator of your own products and services and make money.

There’s nothing wrong with this. This is what business is about. However, when you do it, you want to meet two objectives –

  1. Convince as many people as you can that what you offer is worth buying
  2. Maintain or even enhance the relationship you have with your subscribers, even the 99% who will not buy the products you are promoting

It’s actually quite a challenging balance to get right.

Bloggers inherently are terrible marketers and as a result under-sell what they have.

Internet marketers on the other hand tend to act in the reverse and can be seen to “oversell” or over-hype their offers, relying on sales copy to trigger an emotional response, which converts the sale, but often leads to damaged relationships because of excessive pitching.

This can especially be true if the product is inferior, or the customer support is bad. Unfortunately as is the case sometimes, the marketer doesn’t care about the customer – they just want to make the sale knowing most customers won’t even use the product.

What’s clearly apparent to me is that Internet marketers, in general, do a lot better at making money. Bloggers, bless them, care more about nurturing their audience and would rather avoid a backlash in their comment stream than potentially make more money from “hyping” what they are selling.

There are of course exceptions to these rules on both sides of the fence, and I’m generalizing to a degree, but you can see where I’m coming from. Some people don’t sell enough, while others sell to hard. You need to find the right balance for your audience and marketplace.

What Is The Answer?

In my experience as a blogger who uses Internet marketing to sell, or perhaps an Internet marketer who uses blogging to build relationships, I need to balance what I do carefully using my own style and knowledge of my audience.

My blog and emails are written in my “voice”, which is what people are used to hearing from me. I also know what my audience reacts well to and what it doesn’t, although this is constantly changing and all I can do is make assumptions about the future based on the past, my intuition and knowledge of my “tribe”.

The great thing about sticking to something long enough is you will get a really good feel for what works. You will start to inherently understand what language style is effective, what elements you should emphasize, how you should talk to people and so on.

You’re always evolving what you do because your market is always evolving, however it’s safe to say the longer you do something and the more you repeat it, the better your intuition is about it. You start to know more than you guess and the success ratio will skew in your favor.

In other words, you will know what to say to your audience and how to say it so you maximize sales and minimize how many people you upset while selling.

It’s not a perfect science of course, but it’s definitely something you have to learn as an Internet marketer or professional blogger.

Content Sells

One thing that’s become clearly apparent to me is that it’s much better to sell with content.

Bloggers get this because they come from a world were content is their currency. They are content producing machines who usually have to inject selling as a secondary concern when it comes time to make money.

Marketers, especially those moving from the offline world who are used to relying purely on “advertising” as their preferred method of marketing, have only recently discovered the need to use content. Previously getting a direct sales message into the hands of a target customer would yield a desired response, but that’s not enough now.

Today online business is about knowledge marketing. It’s about teaching and entertaining, writing reviews, having influence in social networks and using multi-media, or more simply put – it’s about giving value before asking people to buy something.

It’s not a tough idea to grasp. Give value, build trust, make the sale, but as marketers are figuring out, this can be at times a fairly labor intensive task.

Ask any blogger who is attempting to build authority in a niche – it’s not an overnight success story scenario. We’re talking long term commitment, with daily effort required, but the rewards make it worthwhile.

Once trust is there, selling becomes a lot less painful because you just need to give people what they want and they will buy from you.

How To Deliver Your Sales Message

Last week and for most of the week before that, the blog posts I published were pretty much related to Membership Site Mastermind in some shape or form.

You may have noticed that I used content to sell in almost all the blog posts I published as part of the opening launch campaign.

I gave away the 72-page comprehensive free guide to profiting from membership sites called the Membership Site Masterplan. I linked to two previous videos I published earlier in the year about how to figure out what your audience will buy from you and case studies of people launching membership sites NOT in the how to make money niche. I also wrote an article on 3 significant lies people tell themselves which stop them from succeeding online.

All of this content indirectly or directly promoted my product, however each piece offers value regardless of whether someone buys the product. I was teaching, giving away some of my best ideas and helping people move past mindset barriers. This is what good blog marketing is all about, using content to sell without overtly pitching to people.

Of course this isn’t a completely foolproof marketing formula. No doubt some people “switched off” as soon as they even had a hint of me trying to sell them something. They may have even gone so far as to not read this blog anymore because of that.

Unfortunately I can’t please everyone, though you might argue why do I want people so sensitive to a sales message reading my blog, which is about Internet marketing after all, since they so clearly don’t like do be marketed to and will not buy.

You Need Reminding

Today I have a goal. I need to inform you, via my blog, that Membership Site Mastermind is reopening on Tuesday at 11 AM for 24 hours only here –

When I started thinking about how I could tell you this I was concerned about writing a blog post that simply states this information, perhaps with a little sales copy to convince you to join, laying out all the benefits of taking my coaching program. That style of blog post would be okay, and would likely convert into a few orders, but I risk turning away a lot of people since there really isn’t any content in that format.

Considering there has been so much talk about Membership Site Mastermind on this blog in the last few weeks, not to mention all my affiliates also blogging and writing email newsletters about it, the “noise” is quite substantial. I need to be careful to balance what I give of universal value to all my readers while at the same time, convincing you to take my coaching program if you haven’t already.

So instead of writing a short and simple “sales pitch” I decided to teach a lesson, which as a blogger who has had to deal with this challenge countless times, I can tell you is a very critical lesson to learn if you ever really want to make good money with your blog.

Will this convert more people into my coaching program? Perhaps. Did I avoid turning off people who are sick of hearing about the coaching program? Perhaps. I won’t know until this blog post is published and my program opens for the last 24 hours.

What I do know, based on previous experience, is that my audience likes my content when it’s focused on helping them. You want to learn something from me that you can take away and benefit from immediately.

My job is to educate and motivate, so if I achieve these goals, you come to look to me as a reliable source of training and support. This in turn, results in more trust, and more people deciding to pay for my products too.

If you found this article helpful in any way, then I know you will also benefit from my coaching program Membership Site Mastermind, especially if you plan to launch a membership site or online course in the near future.

You have one final window of 24 hours to join from Tuesday the 3rd of November at 11 AM EST, the last opening for this year before the class starts properly next week with the first live coaching call.

You can sign up here at 11 AM –

Yaro Starak
Pitching Content

About Yaro Starak

Yaro Starak is the author of the Blog Profits Blueprint, a report you can download instantly to learn how to make $10,000 a month, from only blogging 2 hours per day. You can find Yaro on Facebook, Twitter and .

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87 Comments

  • Gauging the hype level is definitely done “by feel.” I’ve found that toning it down a lot and presenting information in a straightforward fact-based style has worked well for my audience. Your audience has to actually be willing to read or watch what you’re saying in the first place, before they can understand why what you’re doing benefits them.

    Any marketer will lose people when they engage in a campaign, and the reason why it bothers me when people unsubscribe is because they just shut themselves off from any future benefit I could provide them. That makes me sad for them. Often, it seems they do it when what I’ve selected for their benefit would probably the most helpful to them. I believe in some cases, people are engaging in small acts of self-sabotage when they unsubscribe.

    But the only people I want on my list are those who want to be there, so I can’t be too concerned about unsubscribes when the list is growing and not shrinking.

    Good luck with your launch, Yaro! You do good work.

    • I have to agree 100 percent with the statement from Michael above me. When I get ready to launch something which would provide more benefit to my readers/customers then anything else they tend to unsubscribe. It could be due for many factors, but I have always noticed a small unsubscribe trend when some type of hype is involved. It’s hurt a little when you do everything in your power to provide value to your readers and then when you decide to release your own or promote an affiliate product you think would benefit your readers they are quit to jump ship.

      For the most part the loyal readers stay with you, hype or no hype and at the end I rather have a few loyal subscribers then a few just out to get free stuff and bail when I decide to go for a sale. Interesting article Yaro and great comment Michael.

    • I agree with Michael too. Toning down and presenting information in a straightforward, fact-based style does work. I’ve read plenty of sales copy that screams “Hype!!” and it puts me of, no matter my earlier interest. There’s so much of that type of (yes Yaro) horrible hype on the Internet that people become rather jaded. A whiff of a ‘sale’ is enough to put many off but discerning readers know when they are getting value for their time and money. Too bad they have to wade through a lot of ‘hype’ first.

    • Right now, I am in promoting a launch to several of my IM lists, and what they get is first class content. Even if they don’t buy the program, they already get thousands of dollars worth of information.

      But I think that some subscribers think that you only want to sell them and don’t realize the immense value you provide to them.

      I only promote products that I bought (or I know that they will help my subscribers in their business), and most of the time, as you said, some people will leave my list.

      It’s the way it is. They may come back later, or with another of my website.

      Loyal subscribers stay with you for years and buy because they know that you provide great content.

      Franck Silvestre

    • That “Feel” factor is the toughest to acquire. Your approach is indeed the best that I would opt for, subject to one proviso. The frequency. It is too much too often that reduces your mailing list.

  • Yaro, you’re one of the prime examples of how to give a lot for free comes back to you. The amount of info on your free eBooks and posts like this is quite amazing. I like the idea of knowledge marketing, giving out valuable information without any “real” selling, and I like it even more as you’ve proved it’s working, and it’s working well :)

    As Michael said above, good luck with the launch and your business, you’re doing a great job and the “blogosphere” really wouldn’t be the same without you.

  • Good post topic. It definitely is tricky to find the right balance of salesmanship and just presenting facts. You want to convince people to sell without sounding too aggressive about it. One good way to start is to see how your top competitors approach this problem. You usually don’t want to look more salesy than your competitors, but you usually don’t want to be less salesy either. The top competitors in your niche basically set the precedent for what is the norm.

  • I thought HYPE was the key to selling a product???

    • It has to be subtle otherwise hype is associated with selling snake oil!

    • I think the keyword in selling is, selling. Your customer wants or needs the product. You just have to remind them why.

    • I think some hype is necessary, but Yaro brings up two great objectives: 1) convincing readers to buy 2) still provide quality content that strengthens your authority

  • Yaro…

    You have really promoted a white-hot topic in how to create membership sites.

    So many ways, mostly complicated.

    A few methods are dead-simple however.

    People get too hung up on password protecting their stuff.

    The truth is, if someone wants to “share” your member content,
    then screen capture technology will allow them to do it, no matter
    how tight your security!

    I use simple user and password protection.

    The content thieves are just a cost of doing business,
    kinda like off-line shoplifting is…

    Dr. Michael Quadlander
    http://www.CarAccidentNewYork.com
    ________________________________

    • Hi Dr Mike! That’s exactly how I feel about it too. You want to protect your content, but accept that cheaters will figuring out a way to steal it. You just need to spend your time focusing on helping the real customers who WANT to pay you for your membership site. Most cheaters are too lazy to get results anyway, they won’t take action.

      This is part of the methodology I teach inside Membership Site Mastermind.

      • Tweak your product/content all the time, so the leaked versions will be outdated but great promotional material :-)

  • Well, marketing is part manipulation..there are thousands of products which are meant to be the best but are not because if they told the truth then they wouldn’t make the sale…
    There is no honesty in marketing or else you’re not making money..

    • This manipulation is what needs to be disguised and that is where the quality of the content comes in.

    • I completely disagree. You don’t need to be manipulative in order to make a sale. That’s how Yaro does such a great job at “selling” his blog; he’s completely transparent and shares his knowledge. He creates a value and worth for the material that he wants to sell- suggests that his readers may benefit more from the program by subscribing because there is material in his program that you can’t read on his blog. That’s completely true. He’s helpful either way and in no way manipulates his readerl; he always gives them a choice.

  • I find a weak, guarded endorsement outsells hype.

    • I prefer a strong, but subtle endorsement :-)

  • To sell without hype: Build your BIZ one step at a time. Listen to the feedback of your customers and give them the best service you can. Change your products to what your customers want. If your product allows it, stay away from the classical “internet marketing product launch” and sell continuously. Be out there and communicate … listen, talk, implement.

  • To make money online selling things you need to offer products that people want. There are many trends started online almost every day. This presents an opportunity for you to make some quick money if you want to attack those right now.

    However another approach is to sell products that are always in demand. One product that is always in demand is weight loss products.

    This is a potential niche for you to take something that is trendy and tie it in with a theme that is always in demand. You can then change the product to whatever the hot diet products are at that time.

    If you are not sure what is in demand look around you. Products being advertised in the newspaper and on TV are generally things that are popular and can give you ideas.

    • There is also the strategy of creating demand! If we only offer what a potential buyer wants, we may never be able to offer something new or innovative.

  • It’s difficult, because you need a certain level of hype in order to create excitement, but you can’t build that hype to the point where it sounds hollow and cliched.. You have to be honest, but in such a way that what you’re selling doesn’t sound boring and forgetable

    • I feel a mixture of hype and value is required, with the ratios varying dependant on thye exact nature of the item or service you’re marketing. Boring subjects need something to jazz up their appeal, otherwise you’ll never get the business.

  • I think the cheapskates and the freebie seekers are always going to be on the look out for clues to people selling them something. They’ll usually skim down looking for the first available price. I know I did, I’ve read so much sales copy that they all look the same. Overly written and drawn out, attempting to create value, and asking penetrating questions.

    I believe it also helps to talk in a way that seems… human. And using your “voice” and style , as you said, really helps in the trust factor for the potential out there. (And if you look like Brad Pitt, even better)

    Adding something valuable (like inside tips) to your selling technique does quiet down the moans I must say, especially when I used to upsell family cellphone plans to newly married couples. Lol.

    Cheers!

  • Another great article Yaro.

    As i’m typing this, i just went through an e-book i just bought and really, there was nothing there i can say is new when compared with the seller’s hype.

    I still feel a little silly but i’d just let is pass.

    At thios point i should also say there have been some products i have that overdelivered and underpromised so i guess you win some and lose some but what the seller is unaware of is the viral effect of the bad report a bad buyer will generate. In marketing they say a satisfied buyer will tell between 3 – 4 people while an unsatisfied one will tell atleast 10 people.

    I think it’s just a matter of business integrity. If you see your business as a going convern , you won’t do anything to jeopardize it.

    Cheers

  • Yaro,
    Another great article.

    As a previous student in one of your programs, wanted to stop by and let you know I just wrote an article on your products on our site. Please check it out. http://www.inspirationtheride.com/2009/11/03/make-money-doing-what-you-love-recommendation-of-yaro-starak%E2%80%99s-gideon-shalwicks-products/

    I wish you the best and much abundance in your launch today.

    And for Yaro’s readers, I highly recommend getting in on his Membership Mastermind course (and any of this products) He really does go above and beyond in providing great products.

  • I think that a blog helps you to be more personal with your list, and like your blog here, you don’t know a hyped up sales letter because people know you and know that you deliver the good.

    Plus the truth is that a well written story will do much better than hype in the long run. Stories are powerful because everyone want to listen to a good story. But only a few percentage of people want to hear your hyped up sales message.

    I’m not a professional copywriter, but stories helped me to attain as much as 10% conversion rate with my own sales copy.

    Franck

    • You are very lucky that you were able to convert 10%. Your copy must be good.

    • When reading sales copy or product info/details I am always looking for something to connect with the writer (with the copy) … stories usually lighten the mod, definitely brings a personal touch (we are humans after all). I am more likely to trust you if you are down to earth and human (plain and simple like the rest of us).

  • I agree with having a blog and using your personal voice minus too much hype does make a sales copy more believable and increases conversation rates. I can’t stand those extremely hype up with dubious screenshots of clickbank or personal bank accounts.

  • Al

    Easy really you avoid hype by , er, avoiding hype, although yes I agree everyone will have their own measure of what that sounds like. I think being totally truthful is the key. if you think that something is WONDERFUL that’s fine but gimme some details that I can relate to and I may well agree.

    It’s very interesting to look at the Product Launch Formula where it is almost anti hype it seems casual and the relationship is to the fore.

  • Your Message
    Hello Yaro,

    I have been reading your blog for awhile now and find that you give a lot of good free information, you do not just try and sell us stuff. For example your free report Blogging profit blueprint gave me a lot of useful tips for my blog. I am new to all this and driving traffic to my blog is my number one problem since my niche is not the largest niche out there, but is what I know.

    So do you have any tips for getting traffice for smaller markets? Thanks for your time.

    Denise

  • There are two separate issues here.

    1. Many bloggers view even the most subtle sales copy as “hype” which is why their aversion to anything sales-related keeps their blogs as hobbies instead of turning into true businesses. Copy that sells in a straightforward, “benefits-centric” way isn’t hype and bloggers need to understand the difference.

    2. I started making money with my membership site the day I realized that I should be happy whenever someone unsubscribes because they are helping me keep my email list full of prospects and not freebie hunters. I pay for every subscriber on my email service so I want people who aren’t going to buy to remove themselves as quickly as possible.

    Bottom line: it takes a shift in thinking, but the moment you realize that buyers on your email is more important that size of your list, you’ll start making money.

    As long as you are delivering a quality message, give yourself a high-five every time someone unsubscribes. It’s one less person you are wasting time on who will never buy.

  • Learning to sell without over-hyping is a very important skill to develop. Internet today is full of scammy get rich quick schemes and it makes me wonder why some people still fall for this kind of programs. There is a very funny website called clickhereyouidiot.com where somebody mocks all these over-hyped miracle money making opportunities. It’s really funny. Check it out if you want. Cheers!!!

    • @ Rafal. I just did, very funny; exactly what to avoid. When I see a page like that, I just close it..reading that kind of copy hurts my head :)

  • Hey Yaro,
    Great ideas!
    There is such a thin line between sounding emphatic and sounding like an informercial.
    I’ve written alot of copy in the last decade and I’ve found the most compelling tag lines to be those that come out in conversation about a product. That product is very personal to the person selling it—listen to their words as they describe why its useful, why it makes a difference, what it was designed to do.
    If that person is you–and your’e tasked with selling your own product, its helpful to do 5 minutes of free flow writing on the topic that responds to these questions:
    *why do I care about this product
    *how does it make a difference in people’s lives
    *what products did you use/creat in the past that led you to the creation of this one
    You’ll find all of the attention grabbing phrases you need with this practice and they’ll be in the same voice you would use with a friend.
    People trust that voice.
    Take Care,
    Jill

  • A great post Yaro, I’m new to blogging and Internet Marketing but I have learned a great deal from bloggers like yourself.

    Antti Kokkonen mentioned give out free stuff and free stuff coming back, I quite agree with him. However I would add that I think it’s not just the fact it’s free, it’s the act of giving that is key. Successful bloggers are great ‘givers’ and do so without cause to wish for a returned favour, however invariably the return favour comes back from somewhere!!

    I do believe they call it Karma.

    Regards

    Paul

  • I agree. Guess what other expert marketers are saying? – The younger Internet generation are more skeptical than our parent’s generation when it comes to being shown a salesletter ad, regardless whether it’s WITH OR WITHOUT hype.

    The strategy of building trust with readers through blogging and email content marketing is the new trend that even established direct mail marketers are embracing. And they are seeing better response and lower unsubscribe rates.

    Yaro, I know it doesn’t bother you anyway, but I’ll say to others who are concerned: – Yaro’s unsubscribe rate would be much worse if he had not been giving out valuable content in the first place. So let it bother you. Use hype anyway. Those who will are not interested in your content are bound to unsubscribe anyway. It’s far better to focus on those who are interested.

    Interested readers who want to know more about the Big change that is happening in Internet Marketing can read it here:

    http://www.bigideablogger.net/are-marketing-sea-changes-killing-your-response/

  • Great topic Yaro, you know it’s really tricky trying to find the right balance in your sales message. A lot of people seem to go hook, line and sinker for the “HYPE” and that makes it hard sometimes not to fall into that line of marketing. I really appreciate your approach to this subject.

    Peace and Prosperity,
    Terry

  • fas

    Very tough task to sell without hype but possible nonetheless.

  • I think we can have a go at defining hype other than by people’s reaction.

    It is based on disrespect for the readers (pop-ups that appear first say I am more interested in myself than my readers – and yes, disrespect may be profitable: but that doesn’t mean it isn’t hype).

    It uses exaggeration – this one product is the ultimate business/system/answer to life-the-universe-and-everything (until I do my next product). This is just silly. After buying a few of the ultimate people start to figure out that things aren’t ultimate after all. (Unless they work of course and you never need anything else of this kind again – but often we need to learn.)

    These are my initial thoughts on defining hype – look forward to hearing from others about a definition.

    • I too would define it as exaggerated claims about a product or service not quite keeping with the reality. Unfortunately, it seems to have caught the fancy of internet marketers with a vengeance and you see it everywhere.

  • Good stuff. I remember when I listened to shoemoney’s interview on you, you really made an emphasis on building relationship with your customers rather than conversion testing. You also said that, you would hope that alone would be great enough to produce sales and I think its working for you right now.

  • Yes too much hype and buzzwords can definitely kill a sale. If you are too aggressive, people get suspicious and think they can’t trust you. By being more genuine, you earn more trust.

  • Yaro, part of the reason I am in your program is because there was no outrageous hype. Your copy is down to earth, on the level and for real. I mean there is a certain amount of “hype” if that’s what you want to call it, but not outrageous. As you say its about building trust and relationships with your audience, this is the trust needed to get people to buy or participate.
    Love yer show…
    Darkman

    • I agree with Darkman’s Darkroom, Yaro. Your copy is down to earth, on the level and for real. Your posts and free reports are filled with so much value one can’t help but wonder; “If this is what I get for free, how would it be when I pay for it” It would be better, much better. Your free stuff did all the convincing because it was excellent and very helpful as always

  • There will always be uber-sensitive naysayers who ditch you as soon as you move in to actually sell something. This shouldn’t be viewed as a loss though, because you’re running a business. You sell stuff. It’s what you do, and real fans…real subscribers who are part of your audience for the right reasons have no problem at all with you asking for the order.

    Avoiding hype is simply a measure of bridging the gap between marketing and sales. Proper sales technique eliminates sales resistance, because you only move closer to the sale as you get more and more acquainted with your customer. The closer you get to the sale, the more personalized and engaging the interaction needs to become.

    Accomplishing this on a large scale, as you do, is something I’ve not done, which is why I still sell very expensive products. It’s easier to be personal when you’re selling a very expensive product. What you do is next level stuff…I’m watching your launch Yaro, and I’m learning a lot. I really appreciate the hard work you put into your business.

  • Really Hit the nail on the head with this post Yaro. The issue with Hype filled messages are that if the product does not live up to it’s full endorsement, you have just created alot of lower perceived value for the product. However, if you market your pitch after you have created alot of value for your audience, they will be alot more receptive to any of your pitches.

    The other issue with hype is that you basically tone people out, they are so used to that type of marketing message that many just simply ignore what those messages mean. The new way of selling seems to be providing excellent content and over-delivering on what people expect. By doing this, you have just positioned yourself that much higher with some authority than much of the Hyped, marketing noise that we are all bombarded with constantly. You definitely need to build relationships with an audience before they can become a customer and they really need to feel trust in you to become a client. It’s always easier to sell to an existing customer with whom you have a relationship than procuring new ones. Which is why it’s important to position yourself properly.

  • When I buy someone’s product I’d like to be given the option of choosing to only receive communications in relation to my purchase whether it’s software, a course, a coaching program, an ebook or whatever.

    Just because I had to provide my email address in order to buy the product doesn’t mean I am opting in to receive a constant stream of information and offers on anything and everything. Sadly this is what usually happens and really it’s just legalized spam.

    I usually end up unsubscribing even when I have bought a product I really like. I would prefer not to unsubscribe because I would like to be able to receive info on an ongoing basis (updates etc) in connection with my purchase, but internet marketers are notorious for taking liberties with information provided in good faith in relation to a specific product purchase and using it to destroy an otherwise good relationship.

    With the list building technology available today it is within the scope of any internet marketer to offer customers the option of not receiving sales mail or only receiving info in relation to their purchase.

    It would be good to see some of these options being offered by internet marketers. The industry is at risk of getting as bad a name as the insurance industry and the car sales industry did a few years back for the same reasons.

  • This is one of the best posts that I have seen from you and hits the bull’s eye.

  • KSS

    Hi Yaro,

    Will the “Become a Blogger” Premium open up again any time this year? As a beginner, I have read the posts and think that I should start there, then do the Membership Mastermind. I am eager to sign up. Thanks Yaro!

  • I always think too much hype can be a problem as the side effect of it is that it destroys trust. At the end of the day even if you are offering the most wonderful product in the world if people don’t believe what you say about it then they won’t buy from you. You see it all the time in adverts for things like bodybuilding where they claim you can get an amazing body in like two days with their latest supplement. This is why often giving examples that maybe are not that impressive but are believable can be more effective. Although hype does grab attention

  • All this hype has me curious. What does Yaro sell, aside from his coaching, that gives him his monthly income? Are there some automated programs he has going on that bring him in a steady income, and the coaching is simply icing on the cake? If so, what are those programs? I’d certainly like to duplicate some of them while I’m waiting for my membership site to start working.

  • I have seen plenty of sales copies that scream in the face for hype. Presenting information in straight forward manner with facts is the bset way to present something.

    Quality information should get priority over anything else.

  • I would still say that alot of principles of online marketing apply to offline marketing, you mentioned something about “teaching and entertaining” and how we do that in internet marketing, but I just wanted to say it is also done in offline marketing, think of it this way.. when Apple released its iPod, the first ads on tv for iPod were a teaching ad, Apple was training us and teaching us about the iPods, then the ads slowly started turning into entertaining ads.

    Till then,

    Jean

    • Jean you’re exactly right, it’s down to educational marketing.

      All the major organisations, such as the one you mention Apple and others like Coca Cola, Pepsi, McDonalds; they all teach you about their product, telling how it works and how much better your life will be with it. They build up a desire within you to make you put it on you ‘must have list’..

      There is no mention of where to buy it from or how much it costs; they develop a desire within you that’s so strong you’ll find out where to buy and pay for it whatever it costs, within your budget of course.

      Regards

      Paul

      • Thanks Paul, you made some great points yourself to follow up mine, and I am just applying some of the principles I have been learning in my classes at the university to combine with Yaro’s awesome insight =D

        Till then,

        Jean

  • Hi Sylvia, Yaro also has ads on his blog – and I think he has mentioned in other posts buying and selling blogs.

    • Thanks for the clarification. I have a few ads on my website, and recently privatized my blog for members only. It was getting kind of exhausting doing regular research for free.

  • Ed

    One form of hype that will drive me away from a sales page faster than anything is those loooooong drawn out sales pitch pages that seem to go on forever. I figure that if somebody doesn’t feel that they can present their product intelligently and clearly in no more than two screens worth of text then they’re just beating the would be customer with a hammer. The longer the sales page, the worse the beating.

  • Yaro, your enthusiasm for making money is contagious. There isnt a better tool for promotion:)

  • As you noticed, hype is a good thing! Over-hyped products to me mean that there was too much marketing and too little work devoted to the final product. When you think your product is good then you need to take care of marketing and not the other way around – easy;)

  • I agree that over-hyping can be hard to avoid. It seems like landing pages are dedicated to the idea of hyping. I’ve been trying to develop free content that hopefully established credibility and loyalty.
    We’ll see if it works.
    -Matt San Clemente Mortgage

  • creating hype is good,but free content does help in the long run

  • Your Message I’ve been running a small business selling photographic backgrounds for almost 20 years. The one rule that I always follow is “tell the truth”.
    I believe that any kind of hype that crosses this boundary is the type of hype that should be avoided. It may get you a sale in the short term but long term it will only serve to damage your business.
    Remember people on the whole are not stupid, they will soon work out if something claims to be what it is not.

  • Really nice! Actually, I loved comments too. :-) Serious discussions about marketing and sales are welcome, always!

    I believe that people don’t trust in goods due to “fake big opportunities”. E-books, for example, are excellent way to learn and save money (because they are cheaper than printing books), but there are so many “infogoods” useless on the web. :-(

    I believe that building a strong relationship with your customer is a first and most important step in any business.

  • This is a very tricky balance to strike and I think it will vary tremendously depending on your individual audience and who you are marketing to.

    From what I am seeing an understated approach seems to work best in my case and that is backed up by the difference I have seen in my own sales compared to some of the affiliates who just throw up a link next to adverts for completely unrelated products with zero thought. Those who take some time to do something better thought out do much better though.

  • Hmm, good post and super comments!

    Most times, I’ve always found myself in a place of inertia whenever I want to pinch a product in any of my posts. I think this is because I don’t really agree with hyped up sale pinches. What I’ve been doing of late is to provide enough information about the product and what i’ve been able to achieve with it, if I’ve tried it out. So far I think this has worked to some good measure.

    I’ve read some good comments here and I hope I will able to use some also.

  • great post. one of the most important thing in selling successfully is the give away and free things. i mean it has proven over and over that it works. people like free stuff no matter if they need it or not. if its free they want it and that gives you a chance to make a relationship.

  • I think “Hype” tactics need to be use in our business as same as other biz, because It will help to active our visitor target to action order or anything activity on our site, trust me still need “Hype” tactics.

  • It’s a relief to hear that you lose readers. My last ezine, I pitched a product for the first time, and lost a subscriber. It really surprized me; so your thoughts were reassuring. Thanks!

  • It is easy to overdue a sells page. Especially when it is something you truely believe in. But most people can be turned off by to much hype. Great article it provides some excellent suggestions for all of us.

  • I think the keyword in selling is, selling. Your customer wants or needs the product. You just have to remind them why..

  • Content is king. A site with bad content won’t get many sales because people are very cynical. Why? You won’t be able to form relationships. in addition, you might get a high bounce rate.

  • Nice post Yaro. Even though I wasn’t convinced to buy your program (which anyways I can’t do cus it’s apparently too late) the article was really helpful. I’m also starting a blog and I really agree with you – content is the king. Though on few things I don’t agree with you. You are mostly talking about loyal customers but if you offer free guides which are helpful I’m pretty sure the visitors will keep coming back.
    First time I saw your blog I downloaded the blog profits blueprint and I was amazed how useful it was. Even though I didn’t joined your program I definitely would have If I had the money. In my opinion the most important thing is to make your visitors feel that you are trying to help them. And after seeing that they will see that you won’t try to sell them something that is not worth :).
    I will also write an article about this topic on my blog because I have few might add something and perhaps my readers will enjoy it :)
    Best wishes , Tayfun

  • I used to find it difficult to find a balance between selling and over-hyping an item. Now, I have found my own personal style with regards to selling. Those who like my style stick with me and those who don’t unsubscribe. It’s hard not to take a “drop out” personally, but it’s even harder trying to please everyone.

  • However people are weird at times, they simply dun buy a good product if the salescopy did not have any hype in it.

    People rush into buying lousy product with all sort of promises and hypes all at once. The best will be to have a wonderful product and sell with certain amount of hype. In this way, the customers who bought the product will still be happy and benefit them in the end.

  • NO matter what people say it still believe hype sells.I believe it is necessary if you want to sell a product.These are just my experiences.I had lots of great commissions from paydotcom and clickbank using this,and quality content is necessary also.

  • I think the keyword in selling is, selling. Your customer wants or needs the product. You just have to remind them why..

  • Hyping about a product or service will not get you very far especially online. It’s more about adding value and your willingness to help others without expecting anything in return. People will see the value you have to offer and do business with you.

  • great stuff , i bookmarked it. very knowledgeable article.

    Thanks
    Misbah Mumtaz

  • I agree, Internet marketers seem to use too much hype these days. You have to explain what your product is all about well, so you don’t have to hype it big time.

  • “Internet marketers on the other hand tend to act in the reverse and can be seen to “oversell” or over-hype their offers, relying on sales copy to trigger an emotional response, which converts the sale, but often leads to damaged relationships because of excessive pitching.”

    Man, this should be put up in lights. I couldn’t have said it better!

  • Kel

    I like to make my sales copy sound “journalistic” in style when trying to sell. People are so used to being sold to and pushed that I think most of them are immune to it. Present the facts, even some that are not so positive, and in the end you’ll sound more legitimate and people will have more of a tendency to trust you.

  • […] without getting into a debate on the merits of copywriting spin and how much it impacts conversion (I’ve written about this before), it’s safe to say that we all have a tolerance level for what we consider too much […]

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