People can see through the fluff

An email just arrived in my inbox that fueled this rant. It was a promotional email from a partner to someone launching a new program. That’s okay, I get value from a lot of affiliate promotions from people I follow. My issue is the way this partner framed the rush piece to get me to sign up for the remaining webinar.

I guess this release is plf style, which means there are 3 videos that provide content, know how to like and trust, and finally more story, content and then the offer. This partner was not late, I know because he has been promoting his lead magnets for this funnel for about 10 days. But she used this approach to make it seem urgent:

“Now, I have to admit something… I had planned to include you in one of XXXX’s previous webinars, but the first 2 webinars filled up so fast that there were no spots left for you. Journal.

PLEASE don’t miss the opportunity to register. It is 100% free. But once they fill up, they really disappear. I learned the hard way. 🙁 “

How would she know they were filled in the first place while she was “planning” to write? Second, did she really want to participate in this partner’s webinar but she didn’t remember to sign up? Then, to add to my anger at this, I clicked to see what’s happening on the webinar page and found that I could choose one of four convenient times for this “live” webinar, which can only hold a number limited people, “once they fill up, they really are gone.” REALLY?? I do not think so.

You can build a strong relationship with your reader by showing that you trust them enough to handle the truth. In turn, they will do the same for you. Trust and trust are critical ingredients for a successful working relationship between you and your client.

Marketers need to speak honestly about their products and services today. It’s all too easy to expose fraudulent claims or expose defective products. You simply can’t fool consumers anymore. So now you don’t just have to build a better product or have a better service; you also have to show that you are better

There is an ongoing debate as to whether it is honest to say that a webinar is live when it is pre-recorded: I say no – but also, who falls for this? Tell me it’s a recording, I’m fine with that. Tell me there are a limited number of places and I’ll call BS.

The moral of the story for this seller is: tell the truth and find a way to attract the people you serve so that they feel moved to join you.