OK, before anybody get's their shorts in a bunch let me make it clear I'm not advocating hype. Quite contrary... I hate it.
You know type. "Make a million in your underwear"... "$100,000 with no selling and no sponsoring"... "We build it for you"... yada yada.
But why do we see so much of it? I don't think you can just shrug it off to "they don't know any better," or "their values are lower." It's too prevalent. In fact, some so called "gurus" teach it! You know, "headlines that sell" type of info products, ezine articles, conference calls, seminars and such.
Well, I set out awhile back to do a simple little experiment testing "hype" vs "no hype". I found a few message boards that are really nothing more than a free for all, anything goes advertising stage (not hard to find, unfortunately). I posted a few ads with catchy (if I do say so myself) hype headlines and content (otherwise known as emotional drivel).
I also continued my normal "tell it like it is," "this is real truth" marketing habits in my usual locals.
To my dismay, hype ads received lots of "hits" and a decent amount of sign-ups. The honest approach received usual steady but not "massive" performance.
The results? (Pay attention, kiddies...here's moral of story
The folks who became customers and sub-agents from honest upfront approach were much fewer in number, BUT more solid! The customers were loyal users and offered referals. The sub-agents actually grasped concept that you have to sell product to earn income (hey Junior, it's called Network Marketing, not Network Recruiting, for a reason. Duh!) Plus those they recruited were brought in under "honesty" label, too, and were taught to sell also.