A Misleading Ad - The Guy Who Got Rich QuickChris A. Friar We've all seen this guy's
ads featured in income opportunity publications. He's the guy making
anywhere from $5,000 to $500,000 in a few days or weeks. He claims
he got rich quick with very little effort and only a few brain cells
functioning. He attributes this success to a secret plan or product
he is willing to sell you for $20 to $30 bucks.
Now let's step back for a moment and
look at this guy's ad. First of all, his ad is usually a page long.
The print is micro-small so he may put as many details of his
wonderful life on one page for your enjoyment and envy.
After we hunt down our glasses and
settle down to read this fascinating "rags to riches" account we
become boggled and googly-eyed with the details. These details
usually include how broke he was and how now he and his family are
buying Mercedes and BMWs every year and taking exotic vacations they
only dreamed about. He usually refers himself as "a little guy" just
like you. Therefore his ad is strategically written to strike a cord
that adheres to those of us looking for a way out of pending
financial doom or the nine-to-five grind.
The guy who got rich quick offers you
the "sizzle" without even a glimpse of the steak. This type of
advertising is usually called 'a blind ad' because we never know
what the product is. All we know is that it's a BIG SECRET plan to
riches.
The intention is to ask you to buy
something without knowing a thing about it. Well you know it made
him rich, don't you? No you don't. There is no law against telling
stories. There are only laws against misrepresenting products being
sold. He doesn't say anything about the product except that it's a
money-making plan. As long as it is possible that such a plan could
make money for someone under some circumstances, the authorities
don't object to it. It makes no difference if the story of the Guy
Who Got Rich Quick is total fiction. He's not asking you to pay
anything for the story only the secret plan.
Very often the plan is a book or
manual consisting of ways to sell by mail. It probably did make him
rich. After all, selling things by mail is what he's trying to do
with his ad.
Most books sold this way do not tell
you anything specific about the experiences of the advertiser. He
tells you to pick some product, write an ad and take your money to
the bank. It's about as useful as an 8-page manual on how to be a
heart surgeon. Never buy anything from a blind ad that doesn't have
a solid money-back guarantee.
The fact is, there are no real "get
rich quick" plans. The mail order business takes time and money to
launch. The Guy Who Got Rich Quick never tells you what he paid for
his full page ad. A full page ad in a national publication can cost
anywhere from $600 to $2,500 for a one time buy.
He didn't say that you must advertise
consistently to be successful in mail order. He also forgot to
mention the cost of paper, postage stamps, office equipment and time
required to get your offer delivered.
Those of us who are in business for
ourselves know that the only secret to making a profit (or riches)
is perseverance, a lot of hard work, good management, good customer
service, time and commitment.
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Chris A. Friar is a business reporter and former media relations executive for the largest advertising firm in San Antonio, Texas. Her articles and advertising critiques have appeared in various local, state and national publications including USA Today. Friar is writer/publisher for Home Grown Business News a publication exploring good and bad business opportunties for those who wish to work at home.
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