How Stupid Do They Think We Are?
July 1, 2009
So, just how stupid do some marketers think we are?
I’ve just received an email from someone who tells me I can get a piece of software for just $4.95. It’s a July 4th Special. Seems a good deal and I have a July 4th Special deal coming up myself. But my deal will be a deal, not an exercise in obfuscation, like theirs.
What's the real price of this?
So if they offer it to me for just $4.95, how come they really want $47?
The only reason that price is mentioned is to get someone to click on the link and take a look. So from that point of view it works. But in terms of credibility it’s just stupid. It means I won’t believe anything that marketer says again. His emails are now going to be history. I have a feeling that I won’t be the only one with that view, so how many people does he ‘churn’ through from his list?
My guess is that it’s impossible ever to calculate properly what he’s earned by doing this, compared to what he might have earned had he not used this tactic. So chances are good that he’ll use the same tactic again. It’s no wonder the internet marketing community has such a bad name.
What’s even worse, is that the software is good software. It’s worth $47, but being hoodwinked into paying that when the price was touted as $4.95 is just terrible. Here’s what the pitch was:
All this for just $4.95.
Not a sniff, or hint that another payment is due in 3 days time.
I already have this software – I paid full price originally – and I’d have liked a copy for my wife to use, so the offer seemed attractive. But as soon as the real deal is made clear, there’s no incentive for me to rush to get it. My previous good impression has been whittled away by – at the very least – confusing pricing information. It’s not enough to say that the sales page makes it clear what the full price is. The promo email doesn’t – that’s the point. The promo email goes to great lengths to make it look like a $4.95 item, which it plainly isn’t.
I just unsubscribed from 6 lists that I’m on for that marketer. Smart marketing I get, but this kind of thing just sticks in my craw.
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