Jonathan Leger – SEO And Internet Marketing Blog Internet Marketing Blog


I promise you’ll be smarter if you read this.

Do you think I can fulfill the promise in the title of this post? Does it matter whether or not I can?

From a marketer's perspective, you might think that it doesn't really matter -- as long as you can get somebody to open the email or click to the page and read the message, that's what really matters. The more people who read it, the better chance you have of making a sale. Right?


It's true: you need to be able to get people to read the messages that you send. Because yes, the more people who read your sales pitch, the better chance you have of making more sales.

But if you think that getting people to read your pitch (or buy your product) using hype is good for your long term strategy, you're seriously mistaken.

Short term, sure, you'll make some sales. But even if you ignore the ethical implications of overstating the truth, you shouldn't ignore the financial harm that you're doing yourself should you decide to do so.

You see, a customer might be able to be hyped into a purchase once, or maybe even twice, but it won't be long before you lose their trust and stop believing (or buying) anything you send their way.

On the other hand, if you're straight and honest with people, their trust with you will remain, even grow. That means that they will listen when you make recommendations, and buy from you again and again.

How do I know this? Because I read every post made on my product forums, and I can't tell you the number of times a customer has stated that they own half a dozen or more of the products I've created.

In fact, I started in this business in 2004, and I *still* hear from customers who bought my first product way back then.

Why do they stick with me? Because I keep my promises, and I don't promise what I can't deliver.

Now THAT'S a long term business plan that I can live with.

So, do you feel a little bit smarter now? ;)

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Comments (2) Trackbacks (0)
  1. Yes, I do feel a bit smarter. What you say is common sense, but common sense gets lost a lot in the name of trying to make sales. Not by me, but by many.

    I’ve been on your list for quite some time, but I never knew that you had a blog. I’ll be keeping tabs on your new posts, and catching up on some of the older ones.

  2. Hi Jon, First allow me to wish you a very happy new year.

    I just read your Newsletter you sent out on the 1st of Jan. I thought I should comment it here.

    Your story has a lot in common with mine. I have tried a lot of things to make money legally but unlike you I had little or no support. Although I am making some money on the net but that is hardly enough to feed my family. Couple that with the Google updates which wrecked my major money sites then you realize what I am going through.

    “You sleep until!” Said my friends and ex-wife but non of then knows that I spend the whole days and night on the computer trying to bring my sites up Google again.

    I know I will make a breakthrough one day and I am not ready to give up just yet. I told myself “If other people are making it, why wouldn’t I”?

    Thanks for your inspiring message.

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