What Marketing Pitches Reveal About the Religious Right

A long time ago I signed up to be on Peter Popoff’s mailing list, which led to getting some truly hilarious letters in the mail (I especially enjoyed the vile of “holy water” that would bring miracles into my life). Rick Perlstein signed up for emails from a bunch of right wing sites and magazines and he got exactly the marketing pitches I would have predicted based on the ads you see on those sites now. Like this one:

Dear Reader, I’m going to tell you something, but you must promise to keep it quiet. You have to understand that the “elite” would not be at all happy with me if they knew what I was about to tell you. That’s why we have to tread carefully. You see, while most people are paying attention to the stock market, the banks, brokerages and big institutions have their money somewhere else . . . [in] what I call the hidden money mountain . . . All you have to know is the insider’s code (which I’ll tell you) and you could make an extra $6,000 every single month.

What happens is that these sites sell access to their mailing lists to advertisers to send out these pitches. And the content of those pitches speaks volumes about the target audience. Look at the adds you see at the Worldnutdaily every day — gold scams, get rich quick schemes, alternative medicines, survival supplies — and all marketed as secrets that the elite don’t want you to know about, something that’s been deliberately hidden from you by them.

Soon after reading that, I learned of the “23-Cent Heart Miracle,” the one “Washington, the medical industry, and drug companies REFUSE to tell you about.” (Why would they? They’d just be leaving money on the table: “I was scheduled for open heart surgery when I read about your product,” read one of the testimonials. “I started taking it and now six months have passed and I haven’t had open-heart surgery.”) Then came news of the oilfield in the placenta.

“Dear NewsMax Reader,” this appeal began, leaving no doubt that whatever trust that publication had built with its followers was being rented out wholesale. “Please find below a special message from our sponsor, James Davidson, Editor of Outside the Box. He has some important information to share with you.”

Here’s the information in question: “If you have shied away from profiting from the immense promise of stem cells to treat disease because of moral concern over extracting stem cells from fetal tissue, pay close attention. You can now invest with a clear conscience. An Israeli entrepreneur, Zami Aberman, has discovered ‘an oilfield in the placenta.’ His little company, Pluristem Life Systems (OTCBB: PLRS) has made a discovery which is potentially more valuable than Prudhoe Bay.”

Davidson concluded by proposing the lucky investor purchase a position of 83,000 shares of PLRS for the low, low price of twelve cents each. If you act now, Davidson explained, your $10,000 outlay “could bring you a profit of more than a quarter of a million dollars.”

Reminds me of the Worldnutdaily pimping for a guy who claimed to have found a huge supply of oil in Israel (a claim that has been around forever and never turned out to be true). If there was really oil there, you can be damn sure the oil companies would be all over it.

Not long after I let the magic of the placenta-based oilfield sink in, I got another pitch, this one courtesy of the webmasters handling the Human Events mailing list and headed “The Trouble with Get-Rich-Quick Schemes.” Perhaps I’m a little gullible myself; for a couple of seconds, I believed the esteemed Reagan-era policy handbook might be sending out a useful consumer advisory to its readers, an investigative guide to the phony get-rich-quick schemes caroming around the right-leaning opinion-sphere. But that hasty assumption proved sadly mistaken, presuming as it did that the proprietors of outfits like Human Events respect their readers. Instead, this was a come-on for something called “INSTANT INTERNET INCOME”—the chance at last to “put an end to your financial worries . . . permanently erase your debts . . . pay cash for the things you want . . . create a secure, enjoyable retirement for yourself . . . give your family the abundant lifestyle they so richly deserve.”

Back in our great-grandparents’ day, the peddlers of such miracle cures and get-rich-quick schemes were known as snake-oil salesmen. You don’t see stuff like this much in mainstream culture any more; it hardly seems possible such déclassé effronteries could get anywhere in a society with a high school completion rate of 90 percent. But tenders of a 23-Cent Heart Miracle seem to work just fine on the readers of the magazine where Ann Coulter began her journalistic ascent in the late nineties by pimping the notion that liberals are all gullible rubes. In an alternate universe where Coulter would be capable of rational self-reflection, it would be fascinating to ask her what she thinks about, say, the layout of HumanEvents.com on the day it featured an article headlined “Ideas Will Drive Conservatives’ Revival.” Two inches beneath that bold pronouncement, a box headed “Health News” included the headlines “Reverse Crippling Arthritis in 2 Days,” “Clear Clogged Arteries Safely & Easily—without drugs, without surgery, and without a radical diet,” and “High Blood Pressure Cured in 3 Minutes . . . Drop Measurement 60 Points.” It would be interesting, that is, to ask Coulter about the reflex of lying that’s now sutured into the modern conservative movement’s DNA—and to get her candid assessment of why conservative leaders treat their constituents like suckers.

A few years ago I was offered the chance to have a radio show on the Genesis Communications Network, which broadcasts Alex Jones’ show. I had guest hosted a couple times on another show on the network and it always bothered me that the ads were all for the same kind of thing Perlstein discusses. I said no for that reason. I didn’t want to associate with that nonsense.

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