Before the first great British share crash - the South Sea Bubble in 1720 - investors were falling for the most outrageous scams. The best known, perhaps, was "a company for carrying out an undertaking of great advantage, but nobody to know what it is."
This reminds me irresistibly of what has been happening on the internet - which I fear will end in tears before bedtime for a few people
All of a sudden those geniuses whose miracle money-making formulae have been producing torrents of cash for the last years are worried. The cash geyser seems to be slowing to a trickle
When you're the first to come up with an idea you just have to make promises, really. No matter how ludicrous, as long as the promises are big enough and the story enticing enough, you'll do well.
Then comes the second stage. Competitors emerge: you have to be a bit smarter. Don't just tell people they'll get rich, say it's $242,862 in 24 hours, show the cash coming in, stick in a few testimonials.
Then there's the third stage. Everybody's got into the act. The punters are getting wise. You had better, too. You have to explain a bit more. You have to recall David Ogilvy's great line: "The consumer is not a moron. She is your wife."
Don't get me wrong. Many of the ideas being proposed are absolutely valid.
The thing is, when you're the first to stumble on an idea, your copy can stink and you'll do OK. But a lot of these scamsters' copy is not all that good - you know, stuff beginning with "I gotta tell ya". A lot of it breaks the first rule - don't talk about yourself, talk about your customer.
One of my heroes is the late Charley Brower, who ran B.B.D&0. "Honesty is not only the best policy. It is rare enough nowadays to make you pleasantly conspicuous."
Anyhow, having got that off my chest, if it makes sense why don't you go to draytonbird.net/copywritingseminar.