Marketing Hype Versus Truth

We’ve been lead to believe that “marketing” is all about hype. We must hype up our product to convince people that it is the best they could ever find.

Marketing-truth-vs-hypeBut, does hype marketing even work today? Or, are people so tired of the exaggerated hype they are more likely to listen to your “marketing” if you are just total honest?

There is an urban marketing legend that has Ernest Shackleton placing an advertisement in the London Times that garnered 5,000 applications. That’s not the weird part.

The really strange part is that anyone, much less 5,000 people, would answer this December 29, 1913 ad. It read:
“MEN WANTED for hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful, honour and recognition in case of success.”

Could it be this worked because there is something seductive about the unvarnished truth. It pulls you in and makes you a co-conspirator on the positive side, or the silver lining…the reward of honor and recognition.

Let’s say you just saw a movie, and I say to you, “Wasn’t that the greatest movie you have ever seen in your entire life? Aren’t you just over the moon thrilled that you saw it?”

It’s doubtful you will agree. In fact, you’ll probably tell me everything you found wrong with the movie, even if you did like it.

But if instead I say, “Wasn’t that movie awful? Wasn’t it just the worst movie ever?” Now you’re likely to tell me what you LIKED about it. It’s human nature.

When you read an ad that says, “This is the greatest, easiest, simplest and safest make money online program ever in the history of the internet,” what’s your thumbs-down-to-hypereaction?

I can almost guarantee you’re going doubt every word of it and immediately begin figuring out why it won’t work for you.

But if instead I say, “This is a proven program that works time and time again, but only if you follow the steps, only if you’re prepared to do the work and put in the time, and only if you’re committed to learning as you go and sticking with it despite setbacks.”

What would you think about that? I’m not blowing smoke up your skirt with this second ad, and in fact I’m telling you that I have something that does work. And, it does take WORK and TIME and might not even be all that easy or fast.

Which of the two are you more inclined to believe, and why?

And do you think your customers are any different than you?

Let’s forget the hype and go with honesty.

Just try it. Test it out.

I may be wrong. Maybe your market is the one market that thrives on hype. (It’s possible, but unlikely.)

Or maybe your customers are so sick of false promises, which they are bombarded with constantly in the make money online niche, they will follow anyone who does the opposite. They will listen to someone who simply tells them the truth. (It’s more likely.)

You won’t know for sure until you test it out, but I think you already know the answer.

Now I’ll leave you with a little marketing story.

A cough syrup called W.K. Buckley brags that, “Canadians have hated it for 100 years.”
In fact, their slogan is, “Buckley’s Mixture: It tastes awful. And it works.”

It’s a household name in Canada. It contains no sugar and no alcohol, ingredients used in other cough syrups to mask the lousy taste.

A quick search on Amazon finds this original formula with 670 reviews and a 4.5 star rating.

The first review states, “Tastes Like a Horror, Works Like a Wonder.” They give it 5 stars.

The second review advises that if you don’t like the taste, you should, “SUCK IT UP BUTTERCUP!!!!!” Also 5 stars.

And the third review states, “Ever Drink Drain Cleaner? …after one taste, my body decided it would rather never cough again than to have to taste this again. SO, I GUESS IT WORKS!!!”

Imagine what their review rating would have been if they had said nothing about the bad taste, or worse yet, claimed it tasted good. By admitting up front that this stuff tastes horrible, they immediately overcame their biggest objection and cemented their claim that this stuff WORKS.

I think we are seeing a trend in “marketing messages” away from the hype and more towards truth…I hope so anyway.

Okay, now for my marketing pitch…would you like a free drag and drop site builder with free hosting? Seriously no hype, no credit card required, no limited time trial, it’s free for as long as you want it.

Here are some key features that I doubt you will find in any other free site builders.

  • Unlimited sub-domains
  • Unlimited Membership Areas
  • Super Checkout (Including the ability to have affiliates selling for you)
  • Ability to do Bump Sales, Up-sales, and Down sales
  • Page Loading Accelerator (See speed comparisons to other platforms here).
  • Mobile Page Loading Accelerator
  • Smart Popup
  • Website Sharing (Create websites and sell them to other people, just transfer the site to their free account)

Make sure you get it here.

Stay in touch,

Free Email Updates
Get notified when new helpful posts like this are added!
We respect your privacy.