Ethical Marketing
To
sell a product well, it is very important to use powerful selling words to
really convey each and every little benefit that your product has to convince
the customer. It is not uncommon to see words like “unbelievable” and
“phenomenal” and something along those lines in really great salesletters.
However,
there are some marketers who intentionally use hyped-up descriptions to sell
off their products. These marketers mislead customers into thinking that their
products offer benefits that do not really exist in reality. At this point, it
would be appropriate to quote a story that really happened:
One
evening, a fellow marketer in my MSN Messenger list messaged me to check out
his newest salesletter for his product, an ebook on earning revenue with
contextual advertisement. I logged on to his website and was drawn right into
his sales copy! The reason was the salesletter dived right into my desires and
promised that “everything I have ever wanted” can be obtained just by
purchasing the said ebook and executing whatever is inside. The salesletter
also made it seem that the author owns fleets of Mercedez Benz cars, luxurious
mansions and private yachts.
The
problem was I know this particular marketer personally. He is actually a 17
year old high school graduate looking for a few quick bucks by selling a little
ebook he compiled with information collected from various sources from the
Internet. My emergency alarm immediately kicked in and I can just imagine how
many naïve newbies can be fooled with the deceptive sales copy.
The
sad but very real fact is that there are many scam artists online, waiting to
rip you off your hard-earned money. Hence, remember that the usual advice for
consumers still apply online: use your common sense. If something sounds too
good to be true, it probably is too good to be true.
Remember,
when you intend to purchase something from the Internet, do a basic check-up on
the merchant website. First and foremost, if you have even the slightest
question on any of the features of the product mentioned, email the merchant
regarding it and observe the attitude with which he/she replies. Customer
support reveals a lot about the integrity of a business.
Finally, if you can't even find support email on their website, click the “Back” button and run away from the site at once!
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