Dirty Trick #12: An Offer You CAN’T Refuse

Yeah, this is an old “gangster” style trick. Although you might not think so once I reveal the one word that describes it. What’s the word? Guarantee. But, why did I say it was an old “gangster” style trick? Firstly, did you even bother reading the title? 😉 Second, let’s look at it logically here.

I’d wager you’ve seen at least ONE gangster type movie (I’m a movie fanatic, so just stick with me here, it will make perfect sense once I’m finished explaining.) once in your life.

These tough guys are running things for a reason. They don’t take NO for an answer. It’s their way or you’re “swimmin’ with the fishes” my friend.

Now, obviously offering a guarantee isn’t the same as whacking someone, but it will most definitely make your offer much harder to refuse. Your customer will feel more secure in the fact that you are shouldering most, if not all, of the risk by letting them get their money back if they are unsatisfied with your product.

This little dirty trick not only helps you convert more sales, but it also builds credibility in the eyes of your potential customers because you believe in what you are trying to sell them by taking a loss if they don’t.

I also highly recommend this dirty little trick to anyone and everyone who is selling anything online.

Dirty Trick #11: Wait. . .There’s More!

If you have EVER, and I do mean EVER been surfing through the television channels after midnight any day of the week, you’ve seen this sneaky little bugger hard at work inside all those crappy infomercials.

These guys, or gals, really want you to buy a copy of their product. So they’ll sweeten the offer up for you to drive that fact home and straight to your credit card or bank account. After all, they are in the business to MAKE MONEY, right?

And, if they’ve already piqued your curiosity, see Dirty Tricks Volume I, then they know that you’re interested in what they’re attempting to sell you. So they try and make the deal better on your end.

That’s when they really kick their selling into high gear by offering you some out-of-this-world bonuses worth -insert any dollar amount here- absolutely FREE! Cue flashing text. . . .

Now I know you’re probably thinking, “Shucks, I’d never fall for that kind of garbage!”.

Hmm, how many products HAVE you bought from television adds? If you say none, well then congratulations! You are immune to this dirty trick. Way to go! And if you aren’t immune, don’t worry about it. I would bet that almost 98% of people aren’t either.

The really cool thing about this dirty little monster is that it MAKES you want to buy their original product, even if you don’t want or need it, just to get your hands on all those choice freebie gifts they’ll give you. And all for the cost of the original product price.

What a deal!

Yep. That’s what they want you to be thinking. Sure, you may not like or need the product they’re trying to sell you, but all those things you’re getting for free pretty much makes it worth spending 30 bucks.

Plus, even if you only wanted the bonus items, they still sucked you in to buying the original product to get your hands on them.

Internet Marketers use this one religiously too. Don’t let ’em sneak it past you.

Remember last time you signed up for that free report or ebook? And then after you filled out the form you were magically whisked away to a page that let you know you would be receiving an email to confirm you wanted to be included on their list? ‘Cause that’s the only way you could get the freebie?

What else was on there? Did you notice that there was probably either an ad for another product, we in the Internet Marketing world call this an “upsell”, or a special offer that you would only see that one time, again, called a, what else, “one time offer”?

Or how about when another internet marketer releases a new product and one of their affiliates will offer you a special “bonus” if you buy only from them? They will pack those bonuses to the gills with products that you may want, and probably will, even more than the main product that is being sold.

Aha! The light just went on didn’t it?!

If you don’t have something like this set up on your freebie giveaway offers, you had better start. Otherwise, you’re missing out on profits my friend. And a super script that will help you set up these one-time offers is, of course, One Time Offer.

I highly recommend using this dirty trick for anyone trying to sell anything. EVER.


And last, but certainly not least, we have the get personal tactic. Some marketers frown upon this, but personally 😉 I don’t. You should try to add a little of yourself in all your writings. It helps your readers, visitors, and customers understand that you are a REAL human being and not just some automated email system spitting out a bunch of pre-formatted text.

Talk to your readers, visitors, customers. Let them know you are there for them.

And above all, don’t be afraid to BE YOURSELF. There’s no reason to be anything else. You won’t be able to befriend every single person, so don’t try to!

Some people will love you. Some people will hate you. It’s just the way life works.

Now, don’t get the wrong idea about this little tactic and start revealing your entire life story. Nobody wants to hear that. But, if you have an interesting short tale that may have happened to you that actually ties in to what you are talking about, then fit it in there. Don’t make the whole writing a story about YOU. It’s unnecessary and non-beneficial to you or your customers.

Save that for your autobiography. As awesome as you may think you are, not everybody wants to hear about it. Don’t take it personally, it’s just human nature.

Use this dirty trick to add personality to your writings. But use it wisely.

Dirty Trick #9: THE “REVIEW” TACTIC

Who doesn’t like reading product reviews BEFORE they spend their hard earned cash? The secret to the success of this dirty trick is to get your visitors, or customers, interested in the product that you’re reviewing so they will, at the very least, go to that product’s sales page to read more. Or hopefully, buy it. That’s your goal. To get them interested enough to get to the sales page and BUY.

One thing you can NEVER do when writing a product review is LIE. If you don’t like a particular product, say so. If you love it, say so. But never try and be dishonest just to make a quick buck. It’s not worth it. Once you ruin your reputation, you can never get it back.

And, you should always inform your readers, visitors, or customers of where you think they should be plunking down their money. Using reviews is a super way to do this without sounding like a total ass-monkey. They’ll appreciate you for your honesty, and maybe potentially saving them unneeded hassle or wasted cash.

Only use this dirty trick if you have something HONEST to say about a particular product. Stand behind what you say and don’t go back on it. Unless the product owner/author totally flakes out. That’s the only acceptable time to do a review retraction.


The countdown tactic creates a sense of urgency for your customers. It makes them believe that they will be missing out on a great deal if they don’t take immediate action. This trick is used mostly for “special” sales. But can also be used on a normal sales page or article. Although, if not used properly can reduce your credibility with your customers, or visitors.

That means. . . . .


If you’re running a special 5 day only sale, by all means make it clear to your customers so they don’t miss out. Use the time constraint to your profiting advantage.

Different methods are used to get this across to your customers. You can use the “highlighter” trick. It’s exactly like using a highlighter marker to highlight an important bit of text in your favorite book. You’re just using it “virtually” instead.

The two most popular colors for the text itself is either red or black. And the text should be bold and a bit larger than the rest, just to be sure it really stands out 🙂

Another way is to use an actual “countdown” javascript. This will show your customer exactly how much time they have left to get in on your special offer. Any way you slice it, using the countdown tactic WORKS to provoke a quick call to action by your customers.

When people believe they will truly “miss the boat” on a great offer, they’ll pony up the dough. And FAST too! That’s what makes this dirty trick a serious profit puller.

This dirty trick is recommended for use only when you are really running a time sensitive offer.

Dirty Trick #7: THE “WIIFM” TACTIC

This is an interesting trick. Some internet marketers may not consider this a “trick” per say. First, let me tell you what WIIFM stands for. This stands for “What’s In It For Me”. And it is simply one thing your current sales page CANNOT afford to be without.

Anybody who buys anything always wants to know how this purchased product will benefit THEM. They don’t care about what it will do necessarily. Rather what it will do for THEM is the key point.

People are selfish by nature. Especially online. They don’t care about you, or what you’re trying to accomplish. They only care about themselves. It’s harsh, but it’s also true.

I can guarantee you this … No matter what internet marketing training course you take, article you read, ebook you buy, they will all tell you the same thing when it comes to making a great sales letter, telling your customers What’s In It For Them.

Don’t make your sales page about YOU. NO ONE CARES! Most of your visitors will skip that part anyway. They don’t want to hear about YOU. Even if it’s the most interesting story in the world. They didn’t come to your sales page to read about how interesting your life has been.

They came there to SPEND THEIR CASH. Don’t distract them by writing your life story. Save that for your personal page. Get to why they should buy your product because it will do x-y-z for them.

Another thing you will commonly hear from internet marketers that have been on the scene for a while is this: List Benefits, Not Features. Pretty much they’re saying the same thing in a different way. Look at it like this, who freakin’ cares if your “widget” comes in 3 sizes and 5 fabulous colors? What you REALLY need to be telling them is how they can order a customized version of your product to fit their lifestyle. See the difference there?

You’ve told them the SAME thing, but in a way that will directly benefit THEM.

Selling isn’t about YOU, it’s about THEM. You aren’t trying to sell something to yourself you know.

This dirty trick can, and should be, used on anything and everything you sell!


Word of mouth is a very powerful thing. Thus we come to this dirty little trick. Using a positive reinforcer like a testimonial can make the difference between getting a sale or just getting a “tire-kicker”. After reading what a few other happy customers have to say, others will be more inclined to think more positively about your product.

But, how do you get such testimonials? You ASK for them! A good way to get testimonials is to do a “pre-release” of your product and offer a free copy of it for those that will give you a good testimonial in return. That’s how many salesman do it. However, this can also have a negative draw back, especially in certain internet marketing circles.

On the same token though, how many of your customers do you think are actual internet marketers who know about this sly tactic? Well, it depends on what you’re selling, but if you’re selling a recipe ebook, then the fact that you got your testimonials by offering a free copy of your ebook won’t matter to your potential customers.

All they care about is getting a product that has good recipes in it. They don’t care if Mr. Johnny Big-Shot Marketer knows how you got those words of praise.

Besides that, you can always ask your customers how they liked the product to get “genuine” testimonials. I say “genuine” because some people believe that testimonials received from a “freebie” are skewed somehow to shed positive light on your product. If you have a good product, then whether you are getting the testimonials from a free copy receiver, or a paying customer won’t make any difference. They’ll be the same … POSITIVE!

Dirty Trick #5: THE “NO PRICE” TACTIC

Ever been to a place that sells products without an actual price tag on them? I don’t mean a mistake, but something that purposely doesn’t have a price listed somewhere. It always reminds me of “If You Have to Ask How Much It Costs, Then You Can’t Afford It Anyway”. Not so of all products.

The reality is that if your product generates enough positive interest, then your customers will click the order link just to see how much it costs. And if it’s something that offers just the solution they’re looking for, they’ll pay for it.

This tactic can have either a positive or negative effect, depending on how much your product is going for. If it’s something that is less than your customer thinks it’s worth, they’ll fork over the dough. If not, well, they’ll have to think it over first.

Maybe they’ll buy. Maybe they won’t. But at least they’re giving it thought.

Not to worry though. Sometimes it takes more than seven times for a person to actually purchase a product they really want. Leaving the price of your product a mystery can generate enough curiosity to lead to an otherwise fruitless sale.

I recommend use of this dirty trick only if your particular product has a high selling success rate.

Dirty Trick #4: THE “CCL” TACTIC

Mmm … Bet you’re wondering what this one is, huh? Well, CCL in this particular instance stands for Could Care Less. And this tactic is one heck of a doozie!

Take The Rich Jerk for example. This is a classic case of CCL. On his sales page he tells you that he’s better than you are. He’s rich and you aren’t. Basically, he’s a winner and you are a loser. But, for a small fee, he’s willing to share his techniques with you so you can become a winner too.

Aww, how nice of him! Don’t you just feel better already?

He doesn’t stop there though, because after you buy his “better than thou” strategy guide, and if you have any questions, HE WON’T ANSWER YOU. Or worse, he’ll be a jerk. Hey. He gave you “fair warning” in advance though didn’t he? He told you he was a jerk! Ahh. Role playing at its finest. The world truly is but a stage.

The point here is that he’s made millions by not caring. He doesn’t care whether you buy his product or not because he knows that someone else will step in to take your place. It worked.

He still made the money, and he also created a HUGE buzz about his CCL tactic too. Heck, he’s even got his own “infomercial” now!

You can do the same thing. You don’t have to be that extreme if you don’t want to.

Why not try easing into this little trick by letting your customers know that if they decide not to buy your product, then it will be their loss and not yours. Hey, you’ve already got unlimited access to it, so it’s no skin off your nose.

This “jerky” tactic works so well in fact that there are dozens of “spin-off” products springing up every single day. You don’t have to be a total jerk, but acting like you don’t give a damn whether someone buys your product or not can pay off for you.

Dirty Trick #3: THE “SCARE” TACTIC

Yes, it’s possible to scare your potential customers into taking action. This is particularly useful if your topic relates to health, money, or love. I mean really, who wants to be sick, poor, and alone? Hmm. . .I don’t see any hands raised.


Fear can be your greatest salesman. Truly. Think about it. When the 9/11 tragedy rocked the nation, how many jerks do you think made money from it? A LOT. It’s sad, but true. They scared the crap out of people and sold them gas masks in case of a toxic gas epidemic. I think it’s disgusting myself, but like people say, someone has to shovel the shit.

And shovel it they did.

Not only them, how about all the other bastards out there that made money by selling t-shirts, bumper stickers, and all that other useless crap? Yeah, maybe they gave a portion of their profits to the families affected, but I can almost bet it was a very tiny fraction of their overall take.

Am I saying take such a devastating event and work it to your advantage? GOOD LORD NO! That IS completely unethical. What I’m saying is that you CAN use the fear factor to make people take action.

Say, for instance, you’re trying to make some money by selling an ebook about how to protect your computer from malicious viruses. Wouldn’t you want it more, if you were selling it to yourself, if you knew what kind of catastrophe could occur to your computer if you ignored such useful information? What if you ran your business from your computer and it went kaput on you? Wouldn’t you want to save yourself thousands of dollars just by spending twenty?

That’s the idea behind this dirty trick. Use your customers fears, ethically of course, and you can generate more profits.