1 of this article, we looked at how effective emotional
content could be in a positive way for good honest business.
We said that appealing to the emotions can be highly
effective for the purposes of communicating and
relating effectively to your readers or viewers. I explained
that good communications to accent the
benefits of your product or your service is smart and is
good business and it does not
even qualify as "exploitation."
Web sites should be
created with the idea of building genuine relationships and
So now in Part 2 let's take a look at the other "exploitation"
Remember now, the term exploitation in this
context, is used with respects to those people who create a
Web site that is focused on "using others selfishly
for only their own ends." In other words, these might
be described as individuals or companies that do not exactly
offer good value for the money.
Often they may not care
about ever making a repeat sale. Some are masked behind a
veil or a false persona and often don't have any real interest in their
visitors. Some have a sharp sounding pitch
or a great story to tell. They may have excellent
"marketing" skills in terms of writing a
|But they are mostly absorbed totally in how much money
they think they can make. They are often engaged in
nearly some sort of an unnatural pursuit of wealth. They spin a Web of
well crafted emotionally charged Web copy that sounds great, is
very motivating, is very easy to believe, easy to read and
is literally irresistible for some to respond to, but behind it
is nothing more than a cash grab.
They may sometimes use emotional content, to extend bloated hyped up promises, knowing
well the craft of how to work with emotional content. But their spin is
completely different. For them, it's all about making a
quick dollar. They're not interested in customer retention
or building reputation. Some have no customer service
department at all. Some
do not even have a legitimate product and they hide behind a
On a side note, if you are taking counsel or advice from someone, why
would you take advice from someone using an alias
identity? Back in the early days of "bulletin board
services" (BBS) if you remember those days, it was
like everyone used "aliases" more or less for
How comfortable are you at
taking SEO advice from people who feel they must hide
their identity behind a mask? Why listen to advice from
a phantom? Does it add up?
In this day and age when the Web
is more "social" than ever before, I am still
amazed by some people who will trust as something as
important as their online business strategies, to people who wear a
mask and try to cloak their identity.
The Web for today, should not be about teenage high school antics, but
about real genuine relationships
with people who have no need to hide behind a mask. I hear students who come to to study SEO skills
that are completely misinformed on some topic. When we
ask them where they got their information, they cannot
even identify the name of the person, because of an alias.
Again, in all fairness I do know some people that still
operate with great "above board values" and the alias thing is
just sort of a run-off from the early days. But still, why
not deal with someone who will give you their real name.
Okay, back to awareness on emotional content....
So let's also talk for a bit about the emotional content you are
seeing in e-mails these days.
even discern a certain discomfort with certain e-mails or
sales letters (nearly like your own internal warning bell
going off.) If that's the case you need to learn to listen
to your own instincts.
Now I just put together a few makeshift words to illustrate a
point: (There are no intentional slights intended here - if
anyone has actually created any of the exact headlines like the
examples below -
I'm just trying to make more people aware of how their
emotions are involved.)
Have you ever gotten an e-mail with a subject line like
- Submit to 30,000 Search
Engines for a flood of daily non-stop FREE Traffic
- I'm the fat and laziest affiliate
marketer on the planet and I'll show you way to eternal wealth.
- Over 40 New Sneaky Tricks
to Beat the Search Engines
- Discover the Amazing
Power Of Search Engine Submission!
- I am VERY angry that
people have been telling you lies!
- Most People Doing SEO
Today are ALL Deadly Wrong!
- An amazing new wealth
building report shows you the secrets to success
- 101 Secret Sneaky Tricks
To Make MASSIVE Amounts of Money In 3 hours
- There are only 2 ways to
do SEO - My Way or the Wrong Way
Now you cannot say that these are
"bad products" or "bad services" just by
the subject line.
There are some tell-tale signs of things
that you may just know are not true, but that is not the
point. There could possibly be something here that is also a
legitimate product. The reason I put these makeshift
examples in front of you
is so that we can talk about the emotional verbs being used, but I think
clustered like this, you can see it for yourself.
Everyone these days is trying to captivate
our attention. There are programs that will spit out
hyped up sales copy for you automatically.
My point is for you to become more aware
of the "emotional element" as you read someone's e-mail. Become more aware of what is being
said to you and also develop an awareness of how it affects what
Of course we can all make judgment calls, after the
But by then, they've got your money.
So let's just go through a few of these descriptive type terms....
How about a
"non-stop flood of traffic"
It sounds great, but submitting to 30,000 search engines is the oldest gimmick in
For those of you have tried it...did it ever live up to the
Did it ever deliver any visitors at all to you?
Of course not. It's based on a completely false concept. You can submit to 30,000 search
engines, but if your pages are not truly optimized, then of
what value is submission? None.
So you might ask why then, do people still publish this type
They are in it for
the fast buck. They make their money on people who do not
know any better. It's a convincing argument....sounds great,
so what the heck, it's only $30. Maybe I'll try it, it sure
sounds cool. They take the offer and ..."Oh oh....I guess I got stung. Where is all this junk
mail coming from?"
Next, we look at the word "lazy" which instantly connects with some
The reader may casually think...."Hmmm, if this lazy guy got so incredibly rich in
days by getting this scraper tool, then maybe I can do it too.
If all I need to be is
"lazy," the reader thinks...yep..this is for me!"
So often the hyped up stuff you see with fluorescent
yellow highlighter plastered all over it, may even have a shade or
very fine element of truth to it - mixed will a whole lot of
What is entertaining is when you read the legal disclaimers
(usually hidden somewhere on the sales letter) which state....exactly opposite
to their sales hype. On one hand, the big bold brassy
pitch that you can get easy wealth
by using this product, the find the disclaimer which will
usually say something like:
- We can make no guarantees
regarding the level of success you may experience.
- The testimonials are not
intended to represent or guarantee that anyone will achieve
the same or similar results".
- You may experience unknown
risks which can reduce results.
- We are not responsible for your
For those of you who may have tried a "fat and lazy way to get
rich quick"...did it ever live up to the hype?
Of course not.
It's also based on a very false concept.
I know quite a few very successful affiliate marketers who are doing
But I have never met anyone yet, who does not take their business
very seriously and works very hard for their money.
People's pursuit of easy wealth is a dream and the people
who pitch some tool or product that generates
easy wealth to the degree that their front end claims make,
should not be so worried about all of the opposite
statements in their legal disclaimers. (Read them - they are
there for a reason)
In word usage...what about the term or expression..."Sneaky tricks"
The word sneaky appeals the carnal side of our human nature in
The reader thinks, "okay, I'm going to be
The term "sneaky trick" is a very
appealing term to some readers. Some may equate sneaky
with being smart rather than being deceptive. How
cool is that? Someone here has found a way to be deceptive
and if I'm willing to pay them, they'll show me how to become
sneaky too by using their blog spamming tool.
However, I'll also say that the word "trick," is quite honestly "misused"
unintentionally by some people who really don't mean
"trick" at all. For example, in case of a
"handy little trick" or a "neat trick." They could use a more accurate term but
just have never thought about it. Maybe it's not a
"trick." Maybe it's a "method" or a
"technique" that does not involve trickery at all.
But still, for those of you have tried "sneaky tricks..."
Did anything ever really live up to all the hype?
make you your first million yet?
Again the whole
concept is totally based on the false idea that you need to
"beat" or "outsmart" or
"trick" the search engines. It appeals to ego but
it's completely false. The truth is that you have never
been in "competition with the search engines." You
are not required to "outsmart" or
fool" the search engines, to gain top visibility
for your Web pages.
The only one you are ever truly competing with for visibility, is
your competitors, NOT the search engines.
The whole idea that you must "beat" the search
engines or "outsmart" them sound very emotionally
appealing (it feels good) but it is a completely false
What about use of emotional expressions like,
- "I am very
- "I'm very embarrassed" or
"Here's what upset me today."
- "I'm shocked and need to set you
straight on something"
Of course the writer could be quite
valid and really be angry, shocked or embarrassed,
but more and more people are using these terms to "condition
your mood." If they can try and make you feel like
been lied to".....then maybe you'll buy their new magic blog
spamming tool or whatever they are pitching.
Then there is the angle of...."Everyone else is deadly wrong" (but the
writer of course.)
The pitch of "We've all been told the value of (whatever) -
I'm here to tell you that you've been lied to!"
How many times have you seen someone pointing a finger at
someone else and usually naming the individual, usually
putting them down or attempting to show you everything that
is wrong or faulty about that other guy (but they really have very
little to offer that is original and helpfult) People put down other people as a cheap way to
I can just about hear someone saying to me.... wait a minute here,
"but what about you?"
John, you are pointing your finger at others who are doing
things? What about you?
(Actually, you'll notice I have not pointed my finger at any individual at all.)
John, aren't you saying that YOUR ways are better than others?
(No, I am not saying that either.
There are quite a number of people out there that I
personally esteem far higher than myself. There are other
people with great gifts and talents. If all goes well, I
hope to introduce you to many of them in the near future.)
putting others down in some way though - YOU seem to be
No actually you can very rest easy.
I have not named any names or used
anyone else as an negative example. I'm not trying to put
anyone else down to elevate myself or say that I'm right and
everyone else is wrong.
am definitely not saying that I am the only one you should
I'm not saying any of these things.
am saying is that you need to become more aware of the
misuse of tactics for exploitation purposes.
The whole context of this article is about
raising your awareness of tactics that are being
employed every day. I want us all to become aware of how emotional
content is being used for manipulative and exploitive
tactics. With just a little more awareness, (that's all it
takes) for each of us to make better choices.
We can come to a
greater awareness through one of either two ways. Our experiences or else
through training and education. Despite the old, saying..."experience is NOT always the best
Here it is in Summary:
As we educate ourselves with enough truth
about something, it will automatically exposes untruths.
As you will learn,
there is a great range of highly respected talent in
affiliate marketing arenas as well as in Internet marketing too.
There is such a thing as using emotional content to help you
to your readers and bring understanding to them. Help
them grasp the true value of a valid product or service.
face it, we can never stop being emotional (and we
would not want to be.)
I recall an exercise back when I
studied a little bit on broadcasting. The test was to try
and go a whole day about your regular business and
try NOT to express any emotion at all. Needless to say, the
test is an eye opener and most people don't even make it
into the first 2 hours with expressing some kind of emotion
as they speak to people they know or things happen to them
throughout the day.
you are bringing understanding and offering value and helping people to become more
successful or what ever it is your business or product
offers, in exchange for a profit, that is just good business
Business is all about making a fair profit in exchange for
your products and services - but life is all about how we
care for people. Which do you think will be more important
at the end of the day?
"Wealth and riches?" or "how we treat
What is the old saying about money... "money is
the root of all evil."
Oops...you better read that again.
not a proper quote. Actually, it's not true either.
lots of people have the idea that earning a profit is some
how "bad," that concept is wrong too. Money can
bring you access to power and money itself is not
evil at all. Having money is a very good thing and can enable you to do
a lot of good things. But like a lot of things, people have been misquoting this
for Bible verse for years...
The expression correctly quoted is: "the LOVE of
money is the root of all evil."
Let's all learn to communicate effectively on the Web and in
the real world together.
Lets set our sights just a little
higher and work on building genuine relationships and
communication excellence. There is nothing greater than being able to
relate to each other.
But emotional content should not to be
used to promote junk or trashy products that leave the
buyer sorry and bewildered after they made their purchase.
Another really sad thing, is when someone has actually
created a really great product, but the attempts to use high
pressure or exploitive tactics to push it down the consumers
Again, people sometimes forget that all of us like to at least feel like we are in control of our decisions.
I'll ask that last question again:
Which do you think is more important at end of the day.
Money or people?
The proof of what each one of us
honestly believe, will be made manifest by the results and
evidence that follow each of our work. Stay very aware of the
circumstances, my friend. Pay attention if you see recurring instances
of "something wrong" over and over again. When
there is no proof, or no substance, or no evidence
of what was promised, these flags can help you take early
action and avoid
In the real everyday world, we need to walk with an
awareness of all that is going on around us.
So it's no
different than this on the Web.
In our SEO Workshops, we do
teach about techniques for being better communicators and
how important emotional content is, but in the end it comes
down to the intent and values of each individual person and
what they choose to do with their knowledge.
As Web users, the word of the
day is to try and learn to respond with some awareness and
thought. Try not to instantly react to anything based on emotion.
aware of emotional content and how you feel about things as
well as what is being said to you. The other thing I
can promise you personally, that we will do, whether it is in our local Search
Engine Academy Workshops or in our Online
SEO Training, we will never present you with alias
identities. You will always get to know who your personal
instructor is or who your coach and mentor is.
I said I'd mention a few names of people that I esteem very
highly....so here are the first few
who will be featured in a series of live onscreen Webinars
These New WEBINARS in May are free to attend for all members
of the SEO
Workshop Resource Center
- Thursday, May 8th
11 AM EDT: Tracy Fredrychowski
“It's Not JUST About Your Web Site Anymore" -
Discover How You
Can Monopolize the SERPs
Tracy Fredrychowski is our Search Engine Academy trainer
teaching our complete SEO Workshops out of South
Carolina and in Georgia. She is a professional educator
in every sense of the word. Attend the above Webinar on May
8th at 11AM EDT or 10AM CST and get just a taste of what
insights and training excellence that Tracy brings to her
Thursday, May 15th at 11 AM
EDT: Michael Marshalladvanced SEO and technical
skills to the table. If you have never heard Mike teach
before, don't miss this presentation on May 15th.
Michael Marshall teaches on “Can a competitor hurt you via
Marshall is one of our early associate educators who
teaches in North Carolina as well as on the road at SEO
Workshops with Robin and I. Michael brings a whole range of
insightful, high caliber
Mike will also be teaching in the upcoming Orlando
SEO Mastery Workshop on May 19-23.
Coming Thursday May 22, 2008 Ginette
Affiliate Marketing Veteran Ginette Degner
"The Dirty Secrets of Affiliate Marketing and How You Can Get Started."
Ginette will show you why big names don’t ALWAYS translate
into big profit and what to look for in affiliate marketing
programs before joining. She will also show you a real site
that is currently making money and paid for itself plus a
year’s hosting and then some in the first 3 months of
operation. You too can succeed in affiliate marketing.
Degner is a Marketing Professional with 14 years
experience in the trenches as an affiliate and has spend the
past 8 years setting up and managing multiple affiliate
programs for private clients and Network platforms. Working
behind the scenes has giver her access to the inner workings
of affiliate programs- technology, strategies, merchant
viewpoint, and super affiliate secrets and she is ready to
you are not yet a member but would like to join these
live Webinars the check out the Workshop
Resource Center here.
John Alexander is Co-Director of Training for Search
Engine Workshops and Director of Search
Together with his partner Robin Nobles, he
teaches stress free formulas for obtaining top visibility on
major search engines to workshop students from all around the
world. John also is author of the Free
SEO Tip of the Day and is author of the Wordtracker
Magic E-books Volume 1 and 2.0. You can also join John
online in the SEO
Workshop Resource Center community for SEO Professionals.
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