 | Getting Desperate: Deceptive Membership Site Marketing GimmicksWednesday, June 2nd 2010 @ 12:00 AM (not yet rated) |
Not too long ago I was surfing the web for some medicine for my dog (the lack of opposable thumbs prevents him from doing his own Net surfing). I came across a website that looked professional and the product appeared to be just what I was searching for. Then I got to the end of the page where there was a javascript "countdown" that said "order in the next XX:XX minutes and get 50% off!". The "XX:XX" was a digital "clock" running backwards starting at 10 minutes. Sure enough, I refreshed my page and the counter reset. I was so turned off by this, I passed on their "amazing offer".
Right now you are most likely thinking either a) "I don't get it..." b) "This sounds like a good marketing technique that has be proven in split testing to increase sales" or c) "How cheesy... I would have left the website as well".
If you didn't get it: There was no real time limit. It is not like a telethon where lines close in 10 minutes. It is a little script that runs a clock to give people a sense of urgency in ordering. The "50% off" offer is ongoing, and if you check back in a week, a month, perhaps even a year, the offer will most likely still be there, along with the 10 minute countdown. And if a browser refresh does not reset the clock, clear your cookies.
If you are thinking this a solid marketing practice: Just because something is proven to increase sales doesn't make it a good marketing technique. Lies work too... make up some great benefits and your sales will increase... along with your returns, bad reputation, and lawsuits. "But Bo, come on... this is a harmless technique!" It is a deceptive technique. What the marketer is essentially doing is tricking people by lying. Deception, trickery, and lies are NOT qualities consumers look for in merchants.
The running clock is just one example of such deception. Some other examples I have come across:
- Blatant exaggeration... did you ever see that ad for the skin cream that turns a 60 year old granny into 30 year old hottie, right before your eyes? (if not, see below for the non-animated version)
- False limits... "Act now because there are only 10 left!"
- Winning something... telling people they are the 1,000,000th visitor, or "you have been chosen" despite that fact that everyone sees/is sent this message
- Fake testimonials... do you know it is a violation of stock photo agreements to associate a testimonial with a stock photo of a person?
- URLs designed to trick people... ironically, "www-scamalert.com" is one of them! Did you notice the "-" instead of the "."? Most people don't.
- Fake awards... this article is the winner of the 2008 best membership site deception prevention award
- grossly exaggerated statistics
- and the list goes on
This is an example, NOT a product endorsement by any means!
If you notice, none of these techniques are necessarily illegal. Depending on degree, the chances are none of these would be classified as fraud. But, all are deceptive techniques designed to trick you in giving up your money.
If you want to build your membership site with a base of loyal members and avoid earning a bad reputation, ask yourself this question when implementing a new marketing technique: "Is this a technique I would use on my [family member, best friend, etc]"? Also keep in mind that increased membership does not translate into more financial success. What would you rather have, 100 new members that all cancel within the trial period or 1 member who stays subscribed for years?
Very often, use of these techniques is a result of desperation. Don't be tempted to sacrifice your membership site's integrity because you are not satisfied with your current marketing efforts. There are so many legitimate marketing techniques out there that do not deceive prospects, rather educate them and help them to associate their needs with what you have to offer. Focus on these techniques. Your membership site will be more successful as a result.
Bo, this article was totally amazing! You are brilliant in every way, and a very handsome fellow. I will name my first born after you. Thanks to your advice, I am now a billionaire and look 30 years younger. Well done! - J. Smith