Trick or Treat... by Art Rothafel

Halloween is the prefect time for this post -- and the once-a-year greeting, "Trick or Treat." 

I have interests in several different areas including fitness, real estate, investing, marketing, advertising, skiing, Porsches and guitars. As a result, I receive an enormous amount of e-mail from all categories.

Most the email should just put "Trick or Treat" in the subject line.

Why?  Because almost all of them are a "trick" disguised as a "treat."  I'm sure you know what I mean because they all have the same damned format and pattern (not much creativity going on).

Let me run it down for you....

First, you receive a text-only email... with at least two or three shortened links.  This email  informs you of this incredible, time sensitive deal.  You better click on the link before time runs out.  There is almost always a P.S. message reminding you, once more, that you should click on the link before time runs out. (Trick or Treat?)

O.K., so you click link and are delivered to a new page or blog.  Typically it's a freakin tower page that scrolls for about two miles!  It's filled with testimonials, videos, audio, pictures, you name it.  And guess what?  They all proclaim that whatever it is they're selling is the most fantastic thing ever and you better sign-up or purchase right now!  Because time is running out. (Trick!). 

Help! I Can't Get Out!

Lately when I try to click out of the tower page, a drop down screen appears and makes the deal even better. (Trick!)  Sometimes, this will go on two more times until the deal is down to $1 (Trick!)

Jeezzzzz.... did these people all go to the same direct response seminar?  It's all the same format... from real estate foreclosures to "How to Rule FaceBook" seminars. 

Masterminds Everywhere

And did you know that almost all categories have secret "Mastermind" meetings? (Trick or Treat?)  I don't know.  I've never been to one.  Comments?

Most recently, in the investing community I've noticed 3 or 4 people who all plug each other's businesses and products.  Yes, they have all the secrets to investing in a down economy. I have a feeling they are the only 3 or 4 people making any money. 

Trick or Treat Classic

My favorite Trick or Treat was actually a scheme from the '60s.  A guy took out a 1" classified newspaper ad asking you to send him one dollar and he would tell you how to make $1,000 a week in your spare time.  What did you get for your dollar?  You received an envelope with instructions on how to place a 1" classified newspaper ad asking for $1 in return for instructions on how to make $1,000 a week in your spare time.  

O.K.  .... so here's a cool link.  You be the judge.....  Trick or Treat?

Comments

[Aaron]

Great post Art,

I was just talking with a client yesterday about the "Make Money Stuffing Envelopes at Home" scheme(Put your name at the top of the list, remove the last name and send the others $1 then sit back and watch the dollars pour in :]). I don't get those in the mail anymore, probably because those Get-Rich-Quick marketers have all switched to some internet con game.

[JJ Brawley]

Direct Response Marketing is positively the BEST way to market a fitness business. Sales copy style pages giving testimonials (social proof) and guaranteeing that you are the trainer that can get the results the client is looking for is becoming standard fitness industry standard. My web site converts dozens of clients for me. Where as my old basic site...Never got me a single dime. IMO when you are dealing with peorple who are on the fence about buying you service...Direct Response, limited time offers ate the only way to go. It may be scam in other industries, but if your a good trainer this will work for you. If you are one of those shady trainers...Just keep making flyers with you and your shirt off and see how long you stay in business.