After my initial post on blog-ified and geographically falsified landing pages, I ran into a few more such pages and they all shared the “2-product combo with a free trial of each” strategy.
So it’s only fair to ask: can you get sophisticated and wary audiences to buy pseudo-snake oil simply by switching from extolling the virtues of a single miracle product to praising the miraculous combination of two semi-wondrous products? As in this teeth whitening example:
Well, yes, actually. The tactic works because having to use two products is a type of downside.
By implying that the promised miracles are too big for just one product and that you’ll need to combine a couple of wonder-products to get the results, the copywriter is tacitly admitting a downside to the strategy: you’ll have to buy two products instead of just one. And admitting the downside boosts credibility.
Moreover, the “housewife just like you who stumbled into a miracle cure of the decade” bit (the part that’s “enhanced” by the false home town claim) comes off as a lot more credible because more people can see themselves discovering a combination of existing products than discovery a single miracle cure.
But, wait: I can get you a trial sample of both for free!
Ah the copy writer givest a downside, and then the she taketh it away – almost. If I can get both products for free, it’s not much of a downside that I need to combine the two of them, is it. Plus, I can see if the combination really works before having to buy.
And then the auto-renewal on your credit card snags ya.
P.S. As a follow up to the Jenny Perfect Skin article, Grok reader Steve Chase snagged this screen shot from Calcutta and it seems that Jenny has a twin sister living there! And she ALSO figured out this amazing skin combo. Incredible, huh?