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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