Blatant Lies And Product Launches
It’s time for a rant …
You may have noticed it is becoming more and more common in IM launches for the sales page and launch emails to use blatant lies and broken promises to imply scarcity.
For example, a UK marketer launched a new product last week. He advertised that ‘only 349 copies will be sold’. 71 had already gone in early bird sales to a small list, so there were 278 available at the moment of launch.
The next day it was ‘only 47 copies left’.
Now, given the number of people who were promoting this, I think it’s very unlikely that he only sold 231 copies in the first 24 hours. But there’s no countdown on the sales page, so without seeing his Clickbank account we cannot know for sure.
However, the day after that, no way can he claim there are any copies left. The last 47 must definitely be sold by now. The product is coming off the market … right?
Wrong. Instead, he sends an email saying that because this product has been selling so well, ‘the gurus’ have been begging him to keep it on the market so that they can make more money by promoting it. And of course he has to do whatever ‘the gurus’ ask …or that’s the excuse. So he’s going to keep selling it, but in 24 hours he will increase the price.
He even names these ‘gurus’. I happened to know one of them, so I asked him if it was true that he had asked for this product to stay on the market.
No, it was not.
And now 4 days later the product is still available, still at the launch price and – unbelievably – the sales page still claims that only 349 copies will be sold.
So he didn’t limit copies to 349, he didn’t raise the price and he lied that this was because named gurus had asked him to go back on his sales page promises.
That’s 3 blatant lies in 1 product launch.
And this is not an isolated case. This is typical of big product launches these days.
Does it matter? Well yes, I think it does.
First it means that the number of people using the technique described in this product is not going to be restricted after all. I don’t know if that will affect the effectiveness of the technique. Quite likely it won’t. But why disappoint buyers by leading them to believe they were getting something exclusive in the first place?
The result is that anybody who bought the product feels scammed and loses faith in it … so they will be much less successful with it than they might have been. (That’s why I’m not naming the product: I’m told it’s a good product and I don’t want to stop you using it if you own it.)
And everybody who received those launch emails, whether they bought the product or not, loses faith in internet marketers.
I advertise limited numbers of copies of many of my article packs and I really do limit them. The software that I use counts them down, and when they are all sold it displays a ‘Sorry, sold out’ page until I get around to taking them off the website.
So when other marketers make false promises to their customers about how many copies of something they will sell, it means that visitors to my website are less likely to see the value of my products. They won’t believe what they read.
Plus it can damage the reputations of the honest marketers who promoted that product to their subscribers in good faith, especially those marketers who were named and blamed for his decision to keep on selling.
(So take care if you are promoting ANY newly launching product to your list of valued subscribers, even if you have seen a review copy and know that the product is good. The product owner might just turn around and bite you in the a*** .)
I think it’s very sad that this kind of deception is becoming so common.
Sure, there’s a Clickbank guarantee on the product, so anybody who feels scammed can get a refund. But does that make it OK?
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Filed under: Internet Marketing Scam
Web marketing 101 says that the seller should “create urgency” to sell their product so marketers make up phony scarcity like the one you mention. It’s too bad because you’re so right that it makes the particular person look like a scam artist. I know the person you’re talking about and it’s a shame that he resorts to these stupid lies. He also said that the price was going up to $77 last Friday. Guess what – it’s still $37. Like you I’ve heard glowing recommendations about the product so it’s too bad that he stoops to dishonest selling tactics.
I agree but take a different tack. I assume these scarcity tactics are lies from the start and act accordingly. Everyone talks about honesty but, to be honest, I don’t believe them. Until they have ‘proved’ themselves, by my definition that is.
I have bought a few of your article packs and, based on these and other things I’ve noticed, have added you to my small ‘honest’ mental file.
We couldn’t agree with you more! And it makes those of us who are honest marketers look bad when we’ve been told that “the price will increase tomorrow,” and we pass along that information to our subscribers, only to find out that the price is still the same tomorrow.
Creating urgency is one thing, but if a marketer says the price will increase or there are only XX copies to be sold, then he/she needs to STICK WITH IT. Otherwise, not only does he look bad, but so do his affiliates and JV partners.
Hi Rosie,
Whilst I agree wholeheartedly with what you have written I feel you could have used this rant way before waiting for a fellow U.K.
marketer to use this method of selling.
Your O.K. kid.
Regards
Norman
Rosie, I agree 100% with your comments. I purchased the original product some time back and it is excellent. It’s a shame that the guy has tarnished his reputation by adopting this approach because fewer people will be inclined to trust him in future.
As an aside, I purchesed the ‘updated’ version of this product and have been disappointed and, something I do not often do, have requested a refund.
Thank you Rosie! I respect a person that speaks their mind and actually has something to say that makes a great point.
You have done that…
I for one am sick and tired of these tactics. Have stopped promoting many “guru’s” products for this exact reason. Sure it has hurt my bottom line, but I sleep better at night knowing that I am doing the right thing.
Terry
It is a shame they do that, but people can get away with so much online and never get called out or in trouble, and they make loads of cash with it, so until the internet is better regulated these people will continue to do things like this.
I know scarcity works, and it is ok to use it when it is genuine, but these people are just too lazy to think up how to use real scarcity. Obviously they aren’t going to limit the numbers of a digital product unless it includes personal coaching or something, so the way I would do it is exclusive bonuses for the first 300. That provides scarcity, gives extra value to those who buy early, and is easy to take off once you sell 300.
Steve
Hi Rosie!
I am in Barry’s camp. I start out by assuming the scarcity tactics are simply as sales ploy. A couple of times have even missed buying a product I wanted because I wanted to see if the marketer was being honest about the number, availability, price etc. If this sounds cynical, it is. I just cannot understand why anyone who claims to want to help as many newbies as possible would then limit his sales anyway… – understandable if it’s a personal mentorship product, but NOT for PDFs and pre-made videos!
I am VERY surprised you say he lied about NAMED gurus asking for the product to be kept open. He must be VERY confident they’ll continue talking to him!
Steve’s suggestion of an exclusive bonus for the first so many buyers strikes me as an ideal way to create real, honest, effective urgency. Love that! Must note it down for all my launches. Thanks for this post.
Some people have the ethics of a snake and will do and say anything to make a buck. When I find out I disassociate myself from them. Hate unethical liars!
Hi Rosie,
I agree with you and everyone who posted. There is a legitimate way to use scarcity. Lying is just plain wrong. AND Rosie, you are on my very short “honest and take serious” list. lol
Thanks and take care,
Donna
Yes, they are using scarcity tactic but the real question do you really need their service or product and can you afford it. When I get an email like that I want to see what they are selling and how much. Do I really need this? If not, it goes in the trash. Most times I just scroll to the bottom and what the price is. If the price is outrageous I just delete. I don’t like scare tactics either but I ignore them. Thanks for the post.
Rosie, I don’t know which product you are discussing here, but I have seen this kind of unethical marketing over and over in recent years. The assumption of IM marketers seems to be that if this is what motivates people to buy, then it’s OK. Forget ethics.
There was a little dampening when the FTC rules kicked in, but people are back to bad practices that if they get successful enough to attract attention, will put their whole business at risk. Is short term gain really worth getting in major trouble with regulators, lawyers, and other non-fun results? Thanks for your integrity in how you run your plr business. The quality is always reliable, and the scarcity is real.
I agree. The fake scarcity is annoying, whether it is an arbitrary # or time frame with no purpose. I can see the purpose in PLR products. I can see the purpose when physical products or the seller’s time is involved.
But for a simple PDF report?
Steve’s idea of adding a bonus for the first X or for anyone ordering before Y is a great way to create that time urgency.
Rosie, there is an even more interesting twist to the story.
If you actually go inside and watch the Intro video he says in 10 weeks it will be going to a monthly membership.
So who knows what to believe.
Rosie,
You have always been very honest and ethical, and because of that, I always open and read your emails I purchase articles from you regularly, because I know they are high quality, and that they are truly limited to the quantities you’ve specified.
I’ve gotten to the point where I don’t even open a lot of the same old IM “what’s hot now” emails, and in fact, I’ve been unsubscribing to more and more lists that regularly send out such emails. I know I’ve seen similar scarcity tactics used, that just look suspicious–and that tends to make me question the value of a product marketed that way.
I have bought a few products in the past where the quantity was “limited”, then they added more. When this happens, I see it as an after the fact, non-disclosed devaluation, and grounds for requesting a refund, since, as far as scarcity, I ended up with a different product than I bought.
Glad you addressed this.
Yes this particular launch is a classic. Of course those of you who are sceptical are right to be, but that’s not enough … as internet marketers, we’re all getting a bad name because of this kind of thing.
I think the only thing that will stop them is if the big names in IM start refusing to promote products unless they have an assurance that everything on the sales page is true. It’s not enough just to review the product any more. JV partners need to see the sales letters too.
Those big JV partners are risking their reputations by being associated with launches like this, and they are making thousands or millions for the product owners … they must have some power here.
Rosie
I would go further. I am so sick and tired of the cynical shenanigans of so-called ‘gurus’ and their ilk that I routinely take advantage of the money back guarantee. Almost without exception, every product I buy is grossly overpriced and outrageously over sold. If there is anything at all in the sales funnel that I find suspect I have absolutely no qualms at all about claiming a refund. I urge everybody else to do the same. Hit these ****holes where it hurts. Take what value you can from their overhyped crap and claim your money back. Very occasionally I am pleasantly surprised and buy something that is really good – it happened once so far this year. In that case I didn’t claim the refund.
Beware marketers wearing sunglasses atop their honest smile I say. This is the second such instance of elastic scarcity from the UK in recent weeks. I’m carefully counting down to when my ClickBank guarantees expire to be sure I’m not left with lemons.
Can’t agree more! Here how I handle IM products. I just don’t buy :-
1. Free CD plus shipping cost.
2. Discount on exit.
Discipline is the word. And it feels good.
Spread the word and the IM scene will be much better. “We” have the power.
Rosie …
First, I must admit that I didn’t know you existed until I came across an entry in Google related to something else. I was impressed by what I read and decided to surf your site more. I will now be a regular visitor.
I work with beginning marketers on a daily basis. Especially those that have been taken advantage of by all the so called “guru” types that are only out to suck your money from your pocket. I don’t advertise, they find me. That’s what happens when you quietly conduct business online and offer free advice in forums to help those just starting out.
You can develop a business online and make money “WITHOUT” any of the guru products. You can find enough information for FREE to actually teach you what you need to know. One, it will not happen overnight. Two, it takes “work”. Get that straight first, then learn what you need to learn. You must be selective in what you plan to do and FOCUS. It’s too easy to get distracted.
The first thing I tell anyone I agree to help. “Unsubscribe to all the guru’s newsletters, etc.. Totally distance yourself from all the hype and inflated promises. Keep your money in your pocket!”
Hi, I just came across your site and all of your articles. Your site is great. I am a ‘wannabe’ new marketer. However, after receiving so many offers from different marketeers I am undecided if I want to become like them. More important, it seems it has almost become necessary to be like them to succeed. I have received so many offers lately promising me ‘the world’, but not telling me how to get there. They assume that if you are reading this you must be completely knowledgable about how to set up and promote their programs. Some of the promises they make are so phony that any reasonably intelligent persons would certainly see through it. But, I guess it has come to be a ‘numbers’ game. I recently received one with a video offer. However, it was extremely long and it did not tell me how long it was, nor did it allow me to pause the video at all. The main thrust of the video was that if I could do this (the narrator of the video) then anybody could do it. It went on to tell me over and over and over how much money he made, but, money was not important to him. Look at all of his ‘treasures’ he has obtained, but of course, they were not important to him, over and over, etc. total Overkill. When I emailed the marketer promoting this video, his reply was ‘It was not my video’ and he also mentioned ‘my Caps Lock was on.” This was done intentionally. I asked him if he ever sat through this entire presentation himself, but I never received a reply. Yes, Internet marketing must be controlled before it self destructs, because, unfortunately the bad guys are starting to overwhelm the good guys. It is on its way to self destruction! Sorry to be so long, but this has got me started.
Hi Harry
I think I saw that video (or some of it – I didn’t have the patience for the whole thing!)
You might have to be like those marketers if you want to make millions online, but you don’t have to be like them if you just want to make a living
Rosie