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    Krappy Kopy: Spammy edition!

    Back in the 1920's you could scam the hell out of people....

    ....and they usually had no recourse!  SUCKERS!!!

    Stick a few of these scammy ads in the back of a magazine, promise outlandish results like "cure cancer", send them some flavored water in the mail, and collect their money!


    You could scam some poor sap faster than you can say "Awww Fiddlesticks!"

    ....(or whatever they would say back then).

    Back in the 1920's Old Gramma Gertrude didn't have any real way of knowing whether the stuff advertised actually worked or not.  She'd never meet anyone else that has used it.  She wouldn't even have any simple way to know if the company was a legit drug company or some scammy one-person outfit.  

    BUT.......now in the modern age every single one of us has a super-computer in our pockets connected to the el interneto. 

    I can search Amazon for any product and see hundreds of reviews of any product.  I can watch video demonstrations on YouTube and other sites.  I can compare the prices on thousands of different stores.  I can even look up the research papers they cite in their claims.      

    This means the consumer is now pretty damn smart!

    For example......which of these two blenders would you buy??


    In 10 seconds you could probably make the decision to buy the first blender.  Right there on the page it shows you the price, a picture, and the unbiased opinions of hundreds of people.  I'd never know the motor on the 2nd blender craps out after one month....but 65 people in the reviews let me know.  So I'd never buy it.

    Now THAT.....is one educated consumer!!

    SO, each year the consumer is getting smarter and smarter because of technology.  This means scamming people will get harder and harder.  

    And if you want to be around in the long run, I highly suggest you start being HYPER HONEST about what you're offering. 


    Let's get some examples.  

    Here's an ad I saw for a marketer guy (Please don't kill me Lewis you 6' 5" monster). This ad isn't REALLY bad.....but look what it says:


    It says you can make that $100,000 by using webinars.  Which kiinnnd of implies that:

    IF I buy this product = Then I will definitely make $100,000 a month.

    Weellllll......that's not totally true.


    But we can redeem this ad and make it 100% scam-free and hyper-honest by adding a super-tiny addition like this:



    This is a light example that's not really super scammy, but let's get more invidious now......    ;-)


    The marketing on this next example is worded so you THINK:


    "IF I buy this = THEN I can make $1,000 in 4 minutes!!"


    Check out the image:


    Now I'm willing to bet that FAR LESS than 1% of the people who buy this product (which just makes seo-spam websites) will actually be able to "just spit out a site that makes $1,000" using this product.


    If less than 1% of the people taking a course experience the results it promised, that my friend, is a SCAMMY PRODUCT.  


    Think about that atrociously-low success rate of 1% or less in terms of a physical business.....

    If Apple sold iPhones at a 1% working rate, that would mean only 1 out of 100 iPhones they sell would work!

    They'd be out of business by the end of the month if this is how they did business!


    SO what are you to do when selling a product if you can't "embellish" a little??

    People are smart.  They also don't like to be scammed.  Duh.  

    So when I was working on my VERY first digital product ever (which was showing how I started a drop shipping company I used to own), some people recommended names like:


    "Make a $250,000/year drop shipping business that requires only 1 hour of work a day!"


    But that would be a total lie.


    I couldn't promise ANYONE they would be able to build their own by watching how my drop shipping business worked. So I went the honest route of "seeing the inner workings of a business" and "inspiration from seeing how ghetto my business is".


    Here's how it was promoted:


    See how it never promises anything other than showing you exactly how MY OWN business works, and maybe it'll inspire you to do the same?? (which it actually did for an insanely large amount of people).


    The point of the product was to show people JUST HOW GHETTO the behind-the-scenes operations were, and that it wasn't as slick-and-fancy as most people thought.  This would show them it's NOT complicated as they thought, and even THEY could do something similar.


    That's all the product promised.  And so people knew exactly what they were getting, and not pumped full of promises of a "1-hour a day $250,000 business."  


    As information gets free-er and more easily accessed, you will have less opportunities to pull off the scams of the past.

    If you scam people, they can easily refund their purchase, report you, write things online about you and badmouth your name to the entire world.

    It's FAR EASIER to be hyper-honest and upfront!


    Neville Medhora


    More of my stuff:

    Personal Blog: NevBlog.com

    Twitter: @NevMed

    Videos: Kopy.tv

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    Guest Krappy Kopy: Spammy edition! :: Kopywriting Kourse | Neville's Financial Blog


    […] Article: Krappy Kopy: Spammy edition! :: Kopywriting Kourse. […]
    Link to comment
    Guest jack reamer


    What about Ogilvy's advice, "Put your biggest benefit in your headline?" Is "see how it works... and get inspired" really the biggest benefit? (Yes, I know... That headline performed very well. But could it be better?)

    Was there any other headline you considered?

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    Guest admin


    There were other headlines actually:

    One of the top performers was: "Peek behind the scenes of a $250,000/year Muse Business"

    Looking behind the scenes WAS in fact the biggest benefit. Sure people learned how a drop-shipping company worked, but from my early research I found that most people didn't wanna just start a small drop-shipping company.

    They actually needed to SEE that starting a company was a conglomeration of just a bunch of small ghetto things, not some well-oiled complex machine they knew nothing about.

    For example, people wanted to know what kind of fancy CRM system I used for customer support. People were always blown away that the email was just forwarded to a gmail account! This inspired them in the sense "Oh it's soooo much easier and ghetto than I thought....I could give that a try!"

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    Guest jack reamer


    Thanks for breaking that down for me. Makes perfect sense.

    Just a head's up... looks like one of your images isn't loading. It's in this section:

    The marketing on this next example is worded so you THINK:

    “IF I buy this = THEN I can make $1,000 in 4 minutes!!”

    Check out the image:

    Now I’m willing to bet that...

    Link to comment
    Guest Daryl Bennett


    Good stuff.

    I suppose making the product totally kickass from the beginning would be priority numero uno... which is just what you do!


    Link to comment
    Guest Kieran


    Great read but lost a bit of context as the images aren't loading and being displayed, so a bit lost on the point you were making.
    Link to comment
    The three images in the middle (after the blenders and before the Sold Out $69) aren't showing up for me, either. I checked them out in IE. They all have the word "ad" in the image filename, so I'm assuming Adblock is automatically blocking them because of it.
    Link to comment
    Guest Neville


    Looks like AdBlocker on your system is recognizing them as ads and blocking them.
    Link to comment
    Guest Mike Gora


    Hey Neville,

    I'm a long-time follower of your stuff love your copywriting advice.

    The second example you gave for what a "super scammy" product copy looks like was done by an SEO named Alex Becker based in Dallas, TX. I thought it was kind of funny because I follow Becker's stuff and he's been pretty successful running a $2million/year SEO business. I brought it to his attention and here's what his reponse was:

    Alexander Becker:

    "That up sale had a 50-70% conversion rate with most affiliates, so thats just bad advice from him and honestly silly because the headline is there to get attention and create excitement. You then explain it in the video (where I claim nothing of the sort, just the potential).....

    With that being said I LOVE over hyped headline because it gets the reader to call BS and gets them saying prove it. If you can back it up well....One of the most powerful tactics there is, so again just silly.

    Dont really know the guy and respect his opinion (i used to think the same way) but thats just not what gets peoples attention. Getting peoples attention and selling them are two different things. The scamming them is a totally different story."

    Interesting difference of opinion because I take advice from both of you guys on copywriting... I'll leave you with a quote I heard on Dan Kennedy recording: "If you don't have at least a 20% refund rate you're not selling hard enough." (Point being: don't be proud of a low refund rate, sell harder.)


    Mike Gora

    Link to comment

    Hahahha....I had a feeling something like this would happen!

    Anyone can follow whichever line of logic they want, but my personal stance is that making those claims is still scammy.

    Of course they will get higher response rates because the claims are more lucrative. I don't doubt that one bit.

    Also if something is getting 20% refund rates, I sincerely think something is wrong, no matter what anyone says. If 20% followed through with refunding the product, that means probably 50% or more people were not very satisfied with the product.

    I personally cannot get behind that.

    As for over-hyping a headline to get a reaction....you're right, it WILL work. The thing I worry about is the trust between writer & reader fading.

    I'm on an email list that says EVERY SPEAKER and EVERY PIECE OF INFORMATION they put out "will totally change your life!!!!!!!" Of course none of the info usually fits that description, and my skepticism is high each time I get an email from them.

    Other email lists tell me STRAIGHT UP what's going to happen in the email, often saving me the time of reading them. My trust with them is sky high.

    This kind of reminds me of the recent video I dad about clickbait headlines:


    Thanks to you (and Becker) for providing a different opinion without being defensive!


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