In the 90s I had an online business where, among other things, I published ebooks. At that time ebooks were king of the internet. Everyone was producing ebooks about something. Many were free written by so-called internet gurus.
I read prolifically. Some ebooks I purchased, others I downloaded to learn about marketing methods, how to use AdSense, keyword maximisation and plenty more. I still have most of them tucked away in a folder somewhere.
Many of the internet marketing gurus like Cory Rudl, who had made his wealth selling one ebook about how to buy a used motor vehicle, opined that the long marketing message was superior to the short marketing message.
The long sales message was supposed to convince readers to buy or subscribe to whatever was being sold. I disagreed. Why?
Every time I found a long sales blurb, I'd read a bit at the beginning, scan most of it and head straight to the end. At the end of the day, what one wants to know is what is being sold and how much it costs.
Life is too short to read through a lengthy discussion about how much you need someone's product, how it will change your life, and why you should buy it immediately, if not sooner.
With written sales text, you could head to the end and return to the body text if that's what you wanted. The current crop of video presentations prevents that.
You're trapped.
You see an advert about something you're interested in, say something like, "10 Reasons You Can't Lose Weight."
So, you click the link only to find a video and some self-designated "expert" who will tell you the 10 reasons. But what happens is you have to go through a lengthy diatribe during which the expert keeps telling you they are going to reveal the 10 reasons, but it never happens.
The video goes on and on and eventually, bored shitless, you escape. You never find out anything about the 10 reasons.
If you do stay and watch the whole half-hour blurb, ultimately, there will be an offer to buy the latest weight loss tablet at a discounted price for the next few hours. Or there will be a book or ebook for sale.
It's really annoying and I wonder just how successful a marketing strategy it is.
What do you think?
Robin
