What do you think? Is there too much 'hype' and not enough 'substance' to information products...???

John...I loved your website; your copy
rings true to me...I think you're on
the right track..
Keep up the fine work!
Loved your copy...the deal is to "be yourself"
"to be or not to be" that is the question...

> I totally agree that there is altogether too
> much hype. I am just starting a newsletter
> which will be focused on the business
> strategies used in Las Vegas and as I was
> writing the page for folks to sign up for a
> free 2 month trial, I found myself wondering
> if what was written was hype or reality. I
> know what it is that I can deliver to the
> reader, but my sales "copy" is
> pretty lame when compared to about 90
> percent of the "sales letters"
> that are out there. So, if the
> "gurus" are so different, it makes
> me second guess whether I should "hype
> it up". Then I step back and think
> about it, and I guess it comes down to
> whether I want to be me, even if it means
> less sales. I have decided I would rather be
> me, and develop my own style and take the
> hits along the way, and truly deliver a
> product that has value than anything else at
> the moment.

> As an example of a good principle that has
> been misused by a bunch of these guys, take
> the principle of using testimonials. In the
> bulk of the so-called
> "newsletters" I get, the
> testimonials are from the other gurus. They
> just each create something, then get the
> other "gurus" to give a
> testimonial as to why I should buy it.

> If you go back to the principles involved in
> testimonials, they should be true responses
> from a satisfied customer, who actually
> bought the product, didn't have an
> "affiliate" relationship, and had
> truly found the product useful. I think most
> of the testimonials I see in the typical web
> page sales letter sucks...but then I
> probably just "ain't with it"...oh
> well.

> I am presently studying through Clyde
> Bedell's "How To Write Advertising That
> Sells" and am grateful for what I am
> learning. I truly mean studying, and not
> just reading...there is a difference. Many
> of the materials I have purchased to learn
> how to be an information provider is reading
> material, but then once in a while, you find
> a gem that you know has an amazing
> potential, and that becomes study material.

> I will probably be re-writing my
> www.cluelessinlasvegas.com sign-up page as
> I learn more, and it will evolve over the
> next few months as my experience grows.

> Most of the "newsletters" and such
> I get are disgusting when it comes to real
> content and help for me as an individual,
> and I hope to not be like them "when I
> grow up".