Yesterday I told you about hype copy, and what a filthy beast it is.
But hype copy (or aggressive marketing strategies in general) have a dark side beyond a lack of ethics.
See, if you sell based on hype and scare-tactics, you attract the wrong kind of customers.
When you use hype you prey on the weak.
That’s dirty, but it also means that you’ll get buyers who buy only because they are scared.
After all, hype is a mix of overblown claims (eww) and frantically pushing pinpoints (scaring people).
If you generate a sale with that, you may have closed, but you’ll also have a problem.