A Sales Piece that Resorts to Trickery

DNS Services would like me to believe that I owe them $65 for the next year of hosting for this site.

That is why they have sent me a letter that looks like an invoice, complete with payment coupon attached.

Except that it is not an invoice at all. They are merely trying to trick me into thinking it is an invoice so that I will mindlessly pay it.

See for yourself:

DNS Services Tries to Trick Me

I’ve added a red arrow to the image to draw your attention to the “disclaimer,” cleverly hidden in the third bullet point of difficult-to-read ALL CAPS text. It says:

This is a solicitation for the order of goods or services, or both, and not a bill, invoice, or statement of account due. You are under no obligation to make any payments on account of this offer unless you accept this offer.

There is a bunch of fine print on the back of the “invoice,” but none of it reveals that this is a solicitation.

The only other text that reveals something amiss is in the bottom right-hand corner of the payment coupon. “Note: DNS Services Inc. is not affiliated with your current name server provider.”

This kind of direct mail is a big turn-off, not to mention borderline criminal. Why doesn’t DNS Services just tell me why their hosting service is better than the one I currently have?

It is probably because they have no advantage. Therefore, they resort to deception and trickery.

While savvy website owners will be unlikely to fall for this sales gimmick, I’m willing to bet that many indiscriminate readers will be taken in.

To learn how to sell your products and services without gimmicks or deception, join my private Copywriting Code membership here:

http://clickora.com/CopywritingCode

-Ryan M. Healy

Ryan M. Healy

Ryan Healy is a financial copywriter and the author of Speed Writing for Nonfiction Writers. Since 2002, he has worked with scores of clients, including Agora Financial, Lombardi Publishing, and Contrarian Profits. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and has been published on sites like WordStream.com, SmallBizClub.com, and MarketingForSuccess.com.

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