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In the original version, though, when I came around to the point of the Beastiality, it didn’t quite work out. Here’s the basic point though: Reality marketing will always make you more money than fairy tale marketing.

Real marketing isn’t lying, and if you think it is, you’re probably broke right now. The two truths are related.

Marketing is, however, telling the truth is a creative way.

The first time someone said that to me, he was talking about cheating on his wife. It’s funny how some of us are hardwired to interpret creative truth-telling as lying.

In fairy tale marketing, we attempt to hypnotize our victim sucker potential client into believing that whatever we are selling is a cure-all, a magic elixir, and that after they give us just $1997 in three easy payments, they will experience a happily ever after.

A good marketer knows how to make the actual expected outcome just as desireable. And there is the difference. The best example of how this works in real life is the movies.

Ironically, the only way we’ll accept fiction is if it is true to life. We go to the movies to observe stories we know not to be true, by going through a process called “suspension of disbelief”. We go into sort of a trance, and feel as if the story is happening to us.

Bad movies have one thing in common – at some point, they trigger our bullshit meter. The same thing is true of bad marketing.

Did you know that the guys who made The 40 Year Old Virgin didn’t expect it to be a hit? The most common reason that people saw the picture, then saw it again, then bought the DVD, was because it was so true to life. Even that story one of the characters told at the card table about making love to a woman, and that her cat got involved rang true.

Not because it sounded like it actually happened – because it sounded like BS that someone would come up with on the spot.

(See what I mean? I worked in the beastiality, but it wasn’t enough for the original title to warrant it.)

You want marketing to make you rich? You want to sell products with low return rates? Mix in a healthy dose of reality. About the product, about you, another customer’s experience, it doesn’t matter.

If you can make it ring true, you can make it feel real. If it feels real, it is real. When it is real, it’s not a hard sell. When it’s not a hard sell, you make more of them.

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