A quote falsely attributed to P.T. Barnum (founder of the famous Barnum and Bailey Circus), but actually coined by famous con-man Joseph (“Paper Collar Joe”) Bessimer, said “There’s a sucker born every minute… and two to take ‘em.”

Here’s a blatant example of this: Recently, here in Tampa actually, the FTC nailed a business for making false and deceptive claims. A company was selling a product called “Height Max” and they were claiming this supplement increased height in users between ages 12-25 years old.

In fact, specifically, they said Height Max would make you grow an extra 2 to 3 inches in 6 months, while also increasing lean body mass at the same time.

Obviously, anyone who’s got common sense would understand this simply isn’t possible, without doing some serious genetic altering, or without using growth hormones that would radically impact the internal workings of your body.

It’s just common sense here. Caveat Emptor.

The thing is though — and you will see this pretty much consistently throughout any kind of fraudulent activity — what scammers play on is feelings of frustration and humiliation. They are in the “pain relief” business, but they are not really able to relieve the pain they say they can.

The good news is, if you look at yourself as also being in the “pain relief” business, and you focus on the emotional triggers you will be relieving, you will be able to sell into those triggers just as easily, while being honest.

For instance, if you’re a computer geek, you can sell into the elimination of “lack of progress”, “down time.”

If you’re a landscaper, you’re selling into the pain relief of “not enough time”, “not enough skills”, and “not looking as good as your neighbors.”

And if you’re a back doctor, you sell into “pain relief” — not “I’ve been in business for 13 years.”

Make sense?

Keep this in mind and let me know how it works for you next time.

Now go sell something, Craig Garber

P.S. If you want to raise your game, and kick it up several notches, without using any kind of steroids, except the kind of steroids that are truly the MOST powerful enhancers — “unconventional ideas and thinking” then apply for membership in my newest coaching group, right here. Our next monthly coaching call is tonight!: http://www.kingofcopy.com/mavericks

P.P.S. Seductive Selling Newsletter — this month’s issue will be mailed out soon. Get your copy, and two free sales copy and marketing critiques, TOTALLY risk-free right here: http://www.kingofcopy.com/ssnl