In early March of this year, I was listening to some Dan Kennedy seminar when Dan casually mentioned a penis pill company, out of Scottsdale, Arizona, that Gary Halbert used to write for, and that got busted by the Feds in the early 2000s.
I did some research.
I couldn’t find evidence connecting GH.
But I did find an NBC News article that said there was a company, called C.P. Direct, out of Scottsdale, Arizona, that sold “more than $74 million worth of pills that it claimed would enlarge penises or breasts, make the consumer taller or hairier — even sharpen his or her golf game.”
C.P. Direct got busted in 2002.
But they didn’t get busted for bogus claims, ineffective product, or lack of proof or evidence.
Instead, they got because of forced autoship and not giving people refunds.
The NBC News article concluded that “C.P. Direct would likely still be selling its pills today if it hadn’t illegally charged customers’ credit cards without reauthorization.”
Well, maybe.
Or maybe not.
Maybe if C.P. Direct had run a more legit business, at least in terms of not actually stealing from people, then there wouldn’t have been much of a business at all.
Maybe they would have had such high refunds and low reorders that even Gary Halbert’s magic front-end copy couldn’t save them.
And vice versa.
Just because Gary Halbert, if he did write the front-end copy for C.P. Direct, did create $74 million worth of sales of herbal supplements — “guaranteed to induce gross physical alterations of the human body” — well, that doesn’t mean that the copy was any good.
Maybe Gary’s copy was a total flop, but the fact that C.P. Direct could milk hundreds or maybe thousands of dollars from every naive customer, against the customer’s will, made the business profitable nonetheless.
My point being, there’s a lot of number porn out there, people who (truthfully) claim their copy has sold millions of this and trillions of that.
Or you can see ads that keep running in Newsmax or on Taboola, month after month.
But the fact is, the advertising you might be copying and studying from might not be great advertising after all. Even if it’s got hard numbers to back it up.
Well, at least it’s not great, unless you are also willing to copy the rest of the business, shady and illegal practices included.
And now the big question?
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