Incredible! Rich Schefren has managed to repackage an age-old idea and sell it as his own. Now that’s what I call Marketing!

If you’re into marketing via the web, you probably, at the least, heard about Rich Schefren’s latest report, “The Attention Age Doctrine”. Since I’m registered in (too) many marketing newsletters, I’ve heard about this little earth-shattering bulletin, at least, once a day for the past week. Never one to decline a free e-book from an expert, off I went to print this all-so-talked-about report.

There is a valubale lesson in everything
The Attention Age Doctrine has absolutely no implementable advice in tow. However, just because there are no “tips & tricks” that doesn’t mean, you can’t learn from it. On the contrary- It is a shining example of internet marketing!

This e-book is, in actuality, the longest long-copy sales letter I’ve ever read.
The big secret, Schefren declares, is how the technological gadgets, surrounding us, are interrupting our daily work-flow. The bottom line, evident from the 65 pages of carefully crafted sales tactics: If you don’t have self discipline-you won’t be rich.

Wow.

Now that my (and no doubt, your) life has completely changed and all my (and your) delusions shattered, let’s get to the really important stuff. You see, in Rich Schefren’s report, it’s not the content that is king, but the clothes the king is wearing that are the point. Schefren knows how to fake value of content- it’s evident in all the quotes and information tidbits, spread evenly across the report. They have no real value to the reader, but give an illusion of a solid base of research- almost academic, if you will.

The irony hits you like a ton of bricks- throughout the whole report, I’m looking for tactics to improve my marketing or, at least, enhance my global view of marketing. Instead, all I get is 65 pages of “revelations” about how we are bombarded with an amount of information that we won’t be able to sort through in five life-times.
The question arises:

Why is Schefren doing to me exactly what he’s trying to warn me about?
The answer continues this exploration of Schefren’s incredible sales tactics. Schefren has two main aims in this report:

• To polish our perception of his image.
• To have you well lubricated, when he sticks you with his up-and-coming seminar. (Pardon my French..)

Don’t get me wrong, I never doubt a rich man with good intentions, but let’s get real- The goal is money.

How does he do it?
Image polishing: Rich Schefren is an authority. He is a nice man. He wants you to be successful. He wants to warn you of the atrocities of having a short attention span. The content of this book is useless (unless self-discipline as a money-making way of life is news to you). So what’s Schefren really saying? Or rather-how is he saying it?
He uses all the classic tactics:

• He tells you his impressive resume, including dropping a few names and numbers.
• He tells you of his extensive studies on the subject.
• He uses a recognizable professional term (ADD) to give merit to his report (there is no c onnection, whatsoever, between ADD and this report).
• He speaks in the first person.
• “I really want you to succeed…” is on the cover page of the report.
• Piling on the scare-tactics, like small-businesses bankruptcy statistics and interjection of negativisms (that sound like empathy), such as “I don’t need to tell you how difficult it is for entrepreneurs to succeed these days.”
• Now that you’re scared out of your wits, he can mention his seminar.
• The ever-effective “to be continued…until you pay me.” The report stops after all the information you needed to know was distributed. The rest of it will come after you attend the seminar.

In conclusion, you shouldn’t read “The Attention Age Doctrine”- You should study it. It’s all in there, all I’ve mentioned and more.

The Marketer Review gives this report
A startling lesson in long-copy.

P.S.
Don’t miss the Jay Abraham and Rich Schefren Discussion of the “The Attention Age”. It works along the same lines: 85 minutes of pure audio sales letter, including a hook (discussing the Schefren’s Attention Age theory), a line (Discussing the up-and-coming seminar), and a sinker (the call to action).

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