A while back I was speaking with my friend and Google Adwords expert, Perry Marshall.  We were talking about a tactic that some people use that baffles us.  We call it “made-up scarcity”.  For example, some people will tell you they only have a certain number of a product on hand, but actually, they have an unlimited number.  They try to create scarcity that’s not there.


You got an email from me telling you that my newest manual “Cashing in On Media Relationships” will be coming out soon.  I told you I’m only going to release 241 copies worldwide during the first release.  Then I won’t release any additional copies for at least 2 months, giving a distinct advantage to the people who got one of the first 241 copies.


Now some of you may have thought that was just a marketing ploy.  Well, try being #242 on that list and try to get a copy of the manual.  It won’t happen.


People try to create scarcity for teleseminars, for live seminars, for whatever they’re marketing.


How many times have you gone to a website and in the sales copy you were told that in order to get a special deal you have to order by a certain date (usually that day).  But when you go back to the site the next day the deadline date has not-so-mysteriously changed to that day.  And so on and so on.


I’m not even sure that’s legal.  I am sure it’s not ethical.


The whole “made-up scarcity” thing makes no sense to me.  People quickly find out that you weren’t telling the truth and there goes your credibility.


Maybe I’m just in fairyland with that thinking.


As always, there’s a good publicity lesson here.


Reporters often get hundreds of press releases a week.  One of your jobs is to make your release stand out.  Well, if you’re following my system, that’s not that difficult.  But there’s a very important issue here.


So many people feel they have to push the limits when they make claims in their press releases.  Reporters have become numb to these claims.  Worse than that, when they see exaggerated claims, the person who wrote the release loses credibility in the eyes of the reporter.


It’s far better to understate your claims and then surprise reporters when you blow past your claims and you provide them with even more.


Some of you may be saying: “Hold on their, dog-boy.  In one of your press releases you make a claim that you can help anyone find the love of their life in 90 days or less.  Isn’t that an exaggerated claim?”


Not at all.  Actually, it’s fairly conservative.  I feel I can help anyone find the love of their life in about      -`9 days, not 90.  But 9 sounds like far too much of an exaggeration.  When I did interviews on the topic, reporters were dazzled when I gave them information that could help people find the love of their life in far less than 90 days.


People have become numb to exaggerated claims.


Don’t be afraid to make bold claims.  But you might not want to push to the max on your claims.  Hold something back.  Dazzle the reporters – and the public – when you overproduce.


You can get full information about my complete publicity kit, which has helped thousands of people skyrocket their business, promote their products and literally alter their lives, at

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