You can fool some of the people all the time

“You can fool all the people some of the time and some of the people all the time, but you cannot fool all the people all the time.” Supposedly, this time-tested quote came from none other than Abraham Lincoln. The truth is, that attribution may not be correct. Honest Abe may never have even said those words. Welcome to the world of “marketing spin.”

Today, it has become increasingly common for product marketers and influencers to spin the facts to something more to their liking. For instance, my post Focus on Vision Scams has been popular because people receive an email touting a product capable of eliminating the need for glasses in just two weeks. Go to the website for the product and you’ll see a slick video along with references from such reputable sources as Dr. Oz, Medical Daily, Vanderbilt University, and WebMD. With personal testimonials galore, industry references, a convincing video, and many other websites promoting the product, all but the most skeptical would wonder how this could possibly not be legitimate.

Let’s break this down to its most basic parts. First, let’s deal with the most easily controlled elements, the video. I admit, it is very convincing. However, if a prospective customer just saw the video, they might still be skeptical. After all, videos can easily be faked.

So, what about all those testimonials. I’d be surprised if you could ever find the real source of a testimonial. The guy who said his name was “Bobby D. in Toledo” probably lives in LA and works out of his loft spinning marketing stories all day long.

And all those websites promoting the product? Believe me, they’re probably affiliates being paid for each referral or are owned by person behind this little venture.

That leaves us with those industry sources. If you’re really bored, try reading one sometime. You’ll discover the study was either inconclusive or may not even mention the product in question. The problem is, not many people actually read those references. Most see the sheer volume and decide they couldn’t all be bogus.

Let’s just call this combination of elements “spin magic.” By combining detailed industry references, personal testimonials, and affiliate websites touting the benefits of a product, we have instant credibility.

Do you know of other ways scammers spin the truth? Why not leave a comment so others can benefit, too?