Create Marketing Fireworks by SUCKERING ‘EM IN

By: Dan Kennedy on: September 25th, 2009 20 Comments


“OK, now that I have your attention, let me talk to you about financial planning.”

This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery.

You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes it works. More often it backfires because the people instantly feel cheated or conned, and either exit as quickly as they entered or are loathe to trust you.

When it does work, the switch needs to be to something pretty darned interesting itself, and leads to such an appealing offer that people with distrust still in their mouth respond anyway. So, in the above example, it would at least need to go from the big SEX headline to “Slashing Your Tax Bill By At Least 33% (Guaranteed)Is Even Better Than Sex! – that’s what my top clients say.”

THE QUESTION FOR YOU is: is “suckering ’em in” a strategy you ought to use? There’s no easy answer.

It is best considered when one or more of these conditions exist:

  1. Your core product/service/business is instantly rejected by prospects who will want to buy/patronize it if they hear the whole story.
  2. There’s enormous competitive clutter in the ad media or marketplace,with many other marketers essentially saying the same things and looking too much alike.
  3. You’re “tired” and “known” in your marketplace and people are immunized to your ad messages. You need to shake things up.
  4. Your ‘control’ ads, mailings, etc. are wearing out and delivering diminishing results.
  5. You want to get a double whammy; not just attract ideal prospectsfrom your advertising, but create buzz, be talked about on a wider scale.
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    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

    20 Responses

    1. Brian says:

      Love these daily bits of wisdom from both Dan and Bill!

      This gave me a idea on a mailing to test in the next few weeks.

      Thanks again!

    2. Rezbi says:

      “When it does work, the switch needs to be to something pretty darned interesting itself, and leads to such an appealing offer that people with distrust still in their mouth respond anyway.”

      I’ve found this to be the main thing most people miss when they use this type of tactic.

      I’ve used something similar (not ‘sex’) but not completely unrelated to the main topic.

      As you say, when used right it can work like gangbusters.

    3. Jim Rowe says:

      First, Shes hot! next shes hot! Thanks Dan

    4. A pawn shop in my home town stuck a skantilly clad Mannequin out by the telephone pole and their sales nearly doubled.

      Imagine that.

      Stage Hypnotist Simone
      Las Vegas.

    5. I admit, my blood is red. I have clicked on an icon of a beautiful lady from time to time, only to see…well, anything at all.

      Sex sells…without question.

      Stage Hypnotist Simone
      Las Vegas, NV

    6. Rob Anspach says:

      a friend and client of mine… Chris West teaches Theology for the Body and mixes sex and religion – 2 things my granddad told me always to avoid when talking with clients… but Chris is brilliant at it and although his message is geared to christianity (namely Catholics) – he is a dynamic speaker who grabs the listener and intrigues them to want more

    7. I was raised Catholic, later spent much of my adult life around Baptists and Non-denominationals, and ultimately settled on what I call a Grace-Based theology and foundation. I apply it in all my hypnosis. Let’s just call it Unconditional Love in the Marketplace.

      All the best marketers and richest people I know apply a simular foundation in their work.

      Stage Hypnotist Simone
      Las Vegas

    8. Rob Anspach says:

      …well at least theology plays a part…

    9. words words words.

      gotta love them.

      Grace is my all time favorite word.

      Stage Hypnotist Simone

    10. Rob Anspach says:

      regardless of religions… its always good to know a bit about the others…
      makes writing copy to a certain demographic much easier

    11. Joel Bauer the greatest pitchman on the planet told me a couple weeks ago that he was a spiritual man, and that he wasn’t going to use his seminar to pitch religion. It made sense. Many diverse cultures are represented at any given event. It’s unfair to not give each equal respect and leave certain things to their own venue.

      Stage Hypnotist Simone
      Las Vegas

    12. Rob Anspach says:

      I just saw and ad today in my local paper… for a financial planner that only works for catholics – and as much as that makes me proud… it also opens him up to discrimination… and could have a backlash effect.

      … and funny thing… the ad next to his… is for an adult novelty store… and it states… “we dont pass judgment… and your secrets are safe with us!”

    13. Sweeeeeeeeeet! Bring the content, Brother.

      Hey, does anybody still read the classifieds in the USA Today for Business Opportunities? I’m thinking about launching a Branding Campaign for King of Sway, Inc. there.

      Stage Hypnotist Simone
      King of Sway, Las Vegas

    14. Is “suckering” a reference to the sucker or the suckee?

      Stage Hypnotist Simone

    15. Rob Anspach says:

      its the sound of money being withdrawn from their wallets!

    16. I separate people from it. It’s a silly mess anyway.

    17. Rob Anspach says:

      … well I’m glad DAN KENNEDY didn’t wear a bikini for the above captioned picture… because that wouldn’t be too appealing (no offense Dan)… unless he was selling for whole different case of people … forget that…

      Sex sells… but you have to know the market for which you are targeting. (There is a market for Dan in a bikini… but I’m not going there!!!!!!)

    18. Waaaaaaaaaaay too much information.

      I’m doing a 30 day wieght loss challenge on video at my website and I recently put up half naked pictures to document my fat a@$. Truly a challenge, and I know, waaaaaaay too much information. Good God, the back hair.


    19. If there’s anything I’ve learned from you and Bill is don’t be BORING!!!

    20. Rob Anspach says:

      boring people sell…

      just not as much as obnoxious, outrageous and motivated people

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