Beware of Programs That Use Myth and Hype to Attract You. Here Are Two Common Methods That Should Make You Suspect.
By Mark A. Smith
There are two hard-to-swallow facts about mailorder that not just anyone will tell you. Why? Because they fear you won't join or promote their programs. The first fact has to do with the "get rich hype" and the second has to do with the "response rate hype."
Here are the true, but hard-to-swallow facts, folks:
1) Mailers, in various programs, make all kinds of claims about "instant wealth" or getting giant sums of money within a week or a month or 90 days or whatever. And they usually claim that you don't have to lift a finger to become super rich.
Really, folks! Have you ever heard McDonald's or the Ford Motor Company say "buy our franchise and make a million dollars in one month?" Of course not. You could spend hundreds of thousands of dollars on expensive franchises and NOT make the kind of money some advertisers claim you can make with their "get rich quick" programs.
You can waste your time and money if you wish, or you can use a little God-given wisdom and simply forget about these ridiculous and "too good to be true" claims. It's your choice.
2) People make all kinds of claims about response rates. Some may be true, but MOST are either false or misleading.
The FACT is, if you're averaging 1/4 percent or better, you're doing something right. If you're getting 1/2 percent or better, you should be delighted. If you're consistently averaging a two percent response rate, you've got a big, BIG winner. Just keep doing what you're doing.
Always remember--mailorder is extremely unpredictable. One mailing may pull zero percent and the next could pull three percent. The variables are infinite. Now this fact may bother some of you greatly. Especially after hearing many of the wild claims about high response rates in various programs. But I insist it's better to know the truth, rather than have unrealistic expectations.
I've had graduate courses in statistics and I'm here to tell you, people can and DO claim anything "statistically," but although the statistics may be accurate, they can be grossly misleading. For example, let's say that this month I mail out only one circular to a friend I know will join my program. I know this because he or she has already agreed to do so. I can now claim truthfully and statistically, that my response rate was 100 percent for the month. I really DID get a 100 percent response to my mailing. I mailed out one circular and that person joined. That's statistically a 100 percent response rate.
Can you now see how EASILY you can be misled by someone who throws statistics at you? Be very careful or you may become very disappointed. I gave you this example to show you what people will do with numbers to impress you. You can end up confused and misled if you don't use your common sense.
ALWAYS BE VERY SUSPECT OF ANY STATISTICAL CLAIMS IN ALL ASPECTS OF LIFE. For example, you could say that "statistically" sharks almost always attack humans in warm water. One might then think it's safer to swim in the cold ocean water. However, sharks probably attack in the warm ocean water simply because that's where the humans gather and prefer to swim. The water temperature means nothing. But "statistically," warm water is where the attacks occur.
Again, almost anything can be twisted through statistics. Even those who try hard to be statistically accurate (without being misleading) have great difficulty. There are just too many factors to consider in any analysis. Enough said.
In closing, I will emphasize the importance of being honest and trustworthy in your business. Don't jump for opportunities that use "hype" as the basis for joining or you'll be disappointed every time. Solid businesses do NOT use hype to attract new customers. They don't need to.
Mark A. Smith, B.A., M.S.M. is a home-business consultant and publisher of THE YELLOW PAGE OF MAIL ORDER BUSINESS TOOLS. Smith is offering readers of this column a FREE COPY. Write to:
Mark A. Smith 1112 Baxter Lane Freeport, IL 61032 You may also email Mark: sandmark12@aol.com
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