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Below we have an e-mail that arrived which shows basic marketing that has been used in many types of advertising. You first have to overlook the fact that the e-mail is a total scam but the way it is setup causes plenty of people to fall for the scam. We certainly do not advocate scamming people but use this as an example because it shows why advertising works. So our focus in not on the fact that this is a scam but instead the focus is ion what makes advertising work.

1. They try to build credibility by saying that the e-mail is from a "Solicitor's" office which would be a law firm.
2. They further try to build credibility by using the "Reply To" email address from a domain name: wwadvocatesandsolicitors.com. A simple check shows that not only is there no website there but nobody at this moment even owns that domain name.
3. They provide an address and phone number to make the e-mail appear credible. The problem is that the address may be a home, grocery store, gas station or the address may not even exist at all.
4. They try to show some valid reason why I've been contacted; the stated reason is that the deceased has the same last name as me and they need to locate the next of kin. Of course they never state what the last name might be because they sent this e-mail to potentially hundreds of thousands or millions of people.
5. They point out the cause of the death and refer me to a link which shows that in fact a tsunami did take place.
6. Next they present what an insurance agent once described to me as a "moral hazard". In that instance the agent told me that if my home is insured for a lot more than it is worth the "moral hazard" is that I might be willing to forget my morals and burn my own house down to collect the insurance money. In the e-mail the moral hazard is that all I have to do is to say, "Yes we were related" and I could have them dump $18 million dollars into my bank account. This is in fact the sales pitch.
7. Next comes the call to action when they clearly indicate that they don't know if I'm actually the next of kin or not but for agreeing to participate they will work out a percentage for each of us to share. If I don't act now the money will simply be confiscated and then I get nothing.
8. In the end they offer to make sure that you know this is 100% legal and you are going to be protected.

WONG AND WANG ASSOCIATES
SOLICITOR AND ADVOCATES
NO. 24, JALAN MELAKA RAYA 31,
TAMAN MELAKA RAYA
MALAYSIA
TEL: + 011111111 (we intentionally altered the number)

I AM BARRISTER WONG LEE ,  My deceased client shares the same last name as yours,  who died as the result of a heart-related condition in March 12th 2005. His heart condition was due to the death of all the members of his family in the tsunami disaster on the 26th December 2004 in Sumatra Indonesia . http://en.wikipedia.org/wiki/2004_Indian_Ocean_earthquake

I have contacted you to assist in distributing the money left behind by my client before it is
confiscated or declared unserviceable by the bank where this deposit  valued at Eighteen Million
dollars( US$18,000.000.00 million dollars) is lodged. This bank has issued me a notice to contact
the next of kin, or the account will be confiscated.

My proposition to you is to seek your consent to present you as the next-of-kin and beneficiary of
my named client, since you have the same last name, so that the proceeds of this account can be
paid to you.  Then we can share the amount on a mutually agreed-upon percentage. All legal
documents to back up your claim as my client's next-of-kin will be provided. All I require is your
honest cooperation to enable us see this transaction through.

This will be executed under a legitimate arrangement that will protect you from many breach of the
law.  If this business proposition offends your moral values, do accept my apology. I must use
this opportunity to implore you to exercise the utmost indulgence to keep this matter
extraordinary confidential, whatever your decision, while I await your prompt response. Please
contact me at once to indicate your interest. I will like you to acknowledge the receipt of this
e-mail as soon as possible via my private EMAIL: (xxxxxxxx@xxxxx.com) (we intentionally altered the e-mail address) and treat with absolute
confidentiality and sincerity. I look forward to your quick reply.

Best Regards,
Barrister . Wong Lee,
Attorney At Law.

From this e-mail we see it is obviously a waste of the recipients time but more importantly we see that in business, even scammers know something about the basic rules of advertising. They failed to follow many of the rules of successful advertising and their e-mail is an obvious scam because of the lack of credibility. However, it is evident that they understand the important points required to make more people respond to any marketing message. If they sent this e-mail out to 5 million people and got only one response then it was a success. For our ad agency clients who own reputable businesses a response rate of one in five million would be a horrible failure. We obtain good results in advertising for our clients by following some rules which should be basic to all types of advertising.

1. Create credibility; hiring a professional website designer will help you create a great first impression.
2. Ads are seen as more credible when there is some explanation for the great deal being offered. For example: end of the year close out sales. The public will generally believe that the big sale is valid when it is the end of the year and the car dealership or appliance store or whatever business needs to dump last years inventory cheap. There are a number of reasons to have a big blow out sale and the ways to promote them are endless. We just need to give the consumers a reason to believe this is a BIG savings that is being offered because of some valid reason.
3. We must have a call to action such as, "Call now and for the next 30-minutes we will include at no extra charge..." or "...But hurry the sale ends this weekend" or "Act now because when the supply is gone..."

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