Building long-term customer relationships through honesty.
April 4, 2007
There's an old legend that says that when George Washington was a little boy, he cut down a cherry tree against his father's will. When confronted about it, he confessed, saying, "I cannot tell a lie." The story highlights the value of honesty, even if it means you're getting yourself into trouble by being honest.
Unfortunately, this quality seems to be rather lacking in the world of Internet marketing. I can't even begin to tell you how many people have written in before buying a product of mine to ask whether or not it's a scam. Why would they write in to ask that? Because they've been burned by so many empty promises and even outright lies about how to make a living online. They don't know me, and so to them I'm probably "just another Internet marketing scammer."
That's why you need to be completely up-front and honest with the people on your list. One way you can do this is by giving honest reviews of products that have come out. Instead of just sending out the canned emails offered by the product owners, take the time to actually use the product and review what you liked and did not like about it.
When writing product reviews, don't be afraid to point out the flaws. Short term you will probably lose sales by doing this, but by being honest you will win the trust of your list. People will know that when you send out an email, you're not just trying to make a quick buck — you'll really tell them like it is.
Then, when a really outstanding product comes out, and you have nothing but good things to say about it, those same people who have already learned to trust you will believe you, and will be more likely to buy.
As an example, I recently sent out a review of Michael Cheney's traffic videos. In my review I pointed out what I felt were the flaws of the product, even though overall it is a solid offer. That same day, I got a few emails from people who's list I'm on, all raving about how wonderful the product is.
Now I'm sure those people who wrote rave reviews made more as affiliates than I did, but did they win the trust of their readers? When those readers buy and see the flaws of the product — flaws that the list owner failed to point out — will they ever trust that list owner's recommendation again?
Also, letting people know the negatives of a product won't necessarily dissuade them from purchasing, especially if you do think the product is genuinely useful and make that known to them. It does, however, prepare them for the flaws, since they know about them ahead of time. This actually helps people be happier with the product, since they didn't go into the purchase expecting something that they did not receive.
Again, using Michael Cheney's traffic videos as an example: I pointed out in my review that the videos were rather wordy and long, but still contained valuable information. Had I not made that known, someone on my list might have bought the product and then gotten irritated with the wordiness of the videos - maybe even demanding a refund. But that same customer, having already known about that flaw, might say to himself, "these videos are rather wordy, like Jon said" — but they would not be upset about it, since they were told ahead of time and chose to purchase anyway.
Yes, being honest with your list members is a much better way to build a long-term relationship with them. Treat your online business like a real business — one that you want to last for years and years to come. Don't waste your emails to them promoting every "next big thing" with canned emails that only praise the products. That doesn't earn trust. Being up-front and honest sets you apart from the crowd of bogus marketers out there. It shows your list members that they can trust you, and that will pay off much better in the end.
Comments
39 Responses to “Building long-term customer relationships through honesty.”
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Jonathan Leger has been earning his living online full-time since the fall of 2004. He regularly posts advice about search engine optimization (his current passion), AdSense and Internet Marketing. He is the creator of a suite of popular software tools, including: Jonathan L Leger 
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Hi Jon,
you are absolutely right: As an Internet marketer you need to be honest. That's exactly the principle which I have been following when recommending products in the past. And you can see what I mean by reading the review which I wrote about Michael Cheney's Traffic Videos:
{Thanks, but please keep all personal URLs in the comment URI–thanks!}
You'll notice that it's not very positive at all. But at least, I haven't joined the hype. People are really getting tired of it and just mentioning that kind of big product launches causes unsubscribes for many publishers…
Since this is the first comment on your blog, I also would like to take this opportunity and tell you how much I love Article Builder. It makes my task of publishing content A LOT easier
Best regards,
Detlev Reimer
Hey Jon,
Really good point. Honesty, I'm sad to say, has become almost a selling point. After all who's message is more credible, the marketer that raves on and on about a product as if it will give us wings and make all women attracted to us no matter what type of uber geek we are or the one that tells us, yes it will give you the power of flight - however you will have to build an airplane and learn to fly it as well as get a tan, loose some weight, perhaps some plastiuc suregery etc.
It really makes GREAT sense from so many angles - be honest with your list - they will learn to love hearing from you and trust you cause you're not just full of fluff and pipe dreams. Pointing out your warts or a products warts will often convert better than if you don't - hense it's a great selling tool and is the right thing to do!
Good job!
John Jaworski
Hi Jon,
I got 5 or 6 of this emails per day and I am sick of it. Thank you for your honesty and if I buy it, it will be from you.
Hi Jon,
Honesty is the Best policy.I too got 8 to 10 emails a day touting the latest products without an honest reviews.These people just put me off.you want our money please be honest and upfront.Don't just take,give back.
thanks
Yep it's the new selling point - honesty! Eerm doesn't really compute as anyone can say how honest they are (no disrespect Jon).
So its free reports on Web 2.0 and honesty - that's the new sales technique of the day right?
Man I get so bored with all this stuff. A product works or it doesn't, a technique works or it doesn't. Same old JV partners selling same old stuff to same old lists. Wake up, seize the day and do something for yourselves.
Cheney's overly verbal videos are a case in point - disguise the fact that you don't have too much new to say by saying a LOT!
End of rant
Hi Jon,
I agreee. Pushing the hype-buttons and using premade email promotions may give you some more quick cash (maybe not even that).
But on the long run it's better to at least test the product and write an honest review, especially when you plan to release your own product someday…
It's about building a long-term growing business, not some quick cash.
Thomas
Hi Jon,
Thank you for an honest review. I can now make a rational judgement on whether or not to buy the product based on facts rather than hype.
If I choose to buy this product I assure you it will be through your link. In addition, you have just gained a long term customer.
Best regards.
Jonathan,
You are right on the money. Honesty is the best policy and trust is the natural result of being honest with people.
I appreciate the stand you are taking on this important truth of human relationships. Thank you!
Dave Pipitone
I completely agree with you, Jon. Another point that I appreciate is that your emails are original…how does anyone expect to become a "presence" online but can't come up with a unique email?
Out of the dozen or so emails I've received about this one product, yours and one other were the only two not using the same wording. Why don't they just say:
Gee, I haven't even opened this product yet but everyone else is jumping on the bandwagon so gosh, it must be good. I don't really know if it's useful but I really want your money because, after all, that's why I wanted you on my list.
Ok, ok…facetious, I know, but I'm sure I'm not the only one who feels that way…lol! Hey, guys…Mom was right…honesty is the best policy.
Cheers to you, Jon, for demonstrating that honesty and integrity are still part of good business!
Hi Jon,
Again, your right on the money. I got about a dozen emails hyping Micahels report, and only two with any negative comment. The other said to beware of too much information (overload). I've gotten to the point I don't buy any of these over-hyped products. Unfortunately that sometimes hurts me as well as the marketers.
Thanks again,
Mark
Jon,
I agree with your opinion entirely. One other point I would extend that to would be "paying commissions" to affiliates on time. I have been trying to get due commissions from a fellow Brit from a sale in January. He does not even bother to answer the support query himself. I just get answers from an employee agreeing with my point of view.
You can be sure I will not be promoting any of his products again!
Michael
I receive lots of emails everyday and i can tell you that not once have i taken up the products or service been offered. Simply because of there is no "honesty". I always know its JVs. Because I receive 4 to 5 emails promoting the same things but from different internet Gurus. Another question I ask myself is that do they use the products or services themselves. Now lets look at Michael's Google Adsense Video as an example. I bought and downloaded the videos and the first thing I notice was its taking too MUCH time for michael to put his point across. I keep FAST FORWARDING. Don't get me wrong I found the videos useful but I truly believe that the message can be given in one or two videos.
The other day I found a video on Youtube on Pipes.yahoo. The video was for only 3 mins but have watch the video 5 times and its FREE. I paid for Michael's video but I have ONLY watch it once.
My advise to all the Gurus out there is this…Have a paid membership system that all your products/services releases are for your members only including JVs. You will get my LIFE TIME membership. At least we will know what our monthly cost will be and that its fix. But if you have bunch of $97.00 products/services for a period and you get JVs as well. Then we will feel there is no "honesty". An Internet guru should ask himself/herself..would they want 1 or 2 $97.00 sales or a lifetime membership?
Hi Jon,
I agree with you. You have to be honest. I've always been, but sometimes somebody who doesn't know me asks me, how I can recommend this or that product, when I'm making a fortune of it (affiliate programs). This irritates me, but of course he could be used to people lying to him, or perhaps he's used to lying himself and therefore thinks others do it too.
BTW - you have a problem with your French translation. Over all - it looks like a robot did it. My husband, who's French, translated your "Stop! Subscribe etc." from your French page into English, so you can see what it says … or doesn't say:
"Arrested! Subscribe to my initiated free of sale they are counting and receive 3 presents liberated incredible"
Thought you would like to know.
Kind regards
Britt Malka
I think you very right if thier were more honesty we would fall into the trap of some of those scam artist out thier.
I use scripts a lot and I find if you pay for them you don't get an honest opinion on them but the free script are usually generally honest.
I couldn't agree with you more. From my experience, your reviews have been honest and accurate. The products I have purchased from you have proven this. When I read one of your reviews it is as if you are my long lost brother determined to help me succeed. That is how I try to think when I am reviewing one of my potential affiliate guitar lesson programs.
I receive a daily barrage of internet marketing emails from about 15 marketing gurus. They often push the same stuff. It is usually a time waster but I am stuck reading them all just in case someone offers an occasional important tidbit. However, I always look forward to your emails. Keep up the good work.
John Mackinnon
Good Morning:
Your review was dead on. Michael C. does indeed produce good work, but, he does tend to ramble or stray, if you will. It can be annoying and contribute to wandering attention spans. Not a good thing.
In the on-line world, the major qualities that promote a continuing relationship with your clients are a quality product delivered by an honest, trustworthy vendor, who stands behind his/her offer.
The rally successful marketer is one that treats his customers like treasured friends.
There is an old adage that says "Fool me once, shame on you. Fool me twice, shame on me."
The second chance is usually reserved for face to face encounters. It rarely happens on a venue as impersonal as the internet.
The instant millionaire is a dream. To build a successful web business takes time, patience, and hard work. Just like a brick and mortar business.
Every loyal customer developed is a rare jewel to be treasured. Treat them like that and they will stay with you, one at a time, and your income will gradually grow. Ask any successful hairstylist how they grew.
I was just thinking about this problem this morning about 3 hours before getting your email.
As a marketer, I am on many of the mailing lists of other marketers out there. I am always amazed at the canned emails that I get from them, and how they are always reactive to someone else. One of the leaders promotes the product, then they all quickly send out the same email to their list.
It comes across as a money grab. They don't care about the quality of the products that they promote and endorse… as long as they can make a fast buck. This practice is an immediate turn-off for me, and leaves a bad image in my brain about the person that was just trying to sell me something. I loose trust and faith in that person 100%.
So… you are spot on!
Sincerely,
Mark Ewing
Jon,
You continue to earn my trust and admiration with excellent articles like this.
One of my personal approaches to writing reviews is to explain who I think would benefit from the product I'm discussing and what the primary benefits will be. I'm also very clear to point out who would be wasting their money if they bought the product.
I don't know if this improves my actual sales rate, but I feel comfortable earning an affiliate fee when I've shared this information. Otherwise, it feels like I cheated.
In the long run, I want to be proud of the recommendations I make and that requires honesty and transparency.
Keep up the great work,
Andrew Seltz
The Go-To Guy!
Nice one Jon. It's a different world when there are folks out ther at every turn waiting to scrape a few (or a lot of!) dollars from you.
Integrity in the world seems to have escaped many and money has taken its place.
So far (:-)), your products have done 'what they say on the tin'.
Martin Haworth
Hey, Jon, thanks. I needed that. Great article!
Not that I'm a dishonest person, I'm not. Or. at least I try not to be dishonest. Without getting into religion too deeply, I believe we all have a 'carnal' pull toward bad behavior…the Bible calls it 'Evil'. And remember, Obiwan cautioned us about the 'Dark Side'.
As you pointed out, there is much dishonesty or unethical behavior in the Internet marketing area and really, in marketing in general. It is so good to find someone, like you, willing to stand up for honest and ethical behavior. You have my continued respect.
Ken
I remember something someone once told me (perhaps it is well known).
Honesty is not the best policy.
It is the only policy.
Goes pretty will with you you post and deliver Jon.
Thanks for all the great comments everybody, and thank you from the bottom of my heart for those of you who had kind words about me as well. That really means a lot to me.
Jon,
thaks for today's article and your review yesterday. I received at least 5emails from different marketers for Michael Cheney's Videos and yours was the only one that offer a honest review of the product. I have been on the internet for quite a while now and the current trend seems to be to wrap basic information in a package of "bonuses" which ad dubious real value and just extends the learning curve. I for one am not going to weed my way through 42 to 50 videos that I must watch online and cannot really own to find the few tips appropiate to my situation. Of the five emails I received I unsubscribed from three of the lists and will probably unscribe from the fourth. As you say honesty seems rare on the internet, but I am glad to have found at least one honest marketer. (In case y9u haven't guessed, I didn't unsubscribe from your list!) Keep up the good work!
Knowing who you are dealing with, and how honest they are, is the most important aspect of internet marketing. My mentor, Ed Thorpe, spent over an hour with me on the phone several years ago when I asked a question about his services. His feedback to me was invaluable, and I have never forgotten Ed.
I have been seriously burned on many products, the worst being 8K to a well known internet marketer who provided me with 6 months of training on what I already knew. When I asked to give feedback at the end of the course, these people dropped off the face of the earth. And I am still paying for that course, and have made the huge sum of $28 for my efforts learned from this course. Oh, did I mention I paid Yahoo/Overture 300 bucks for PPC advertising?
We live and learn. I have unsubscribed to almost every list I have been subscribed to for many years. I can now go through my email in about 5 minutes. I am better off for it, and can now focus on business at hand…
I totally agree.
You are my kind of sales/marketing guy.
That's how I would like my subscribers and customers to think of me. Honest. Ethical. Not just out to make a fast buck.
All the best
I can't help but agree whole heartedly Jon. Honesty is always the best way to go. Sometimes it hurts but more often it hurts less in the long run. I don't know how some of these guys sleep nights. I for one cannot recommend a product unless I use it myself and like it. If I use it myself, I can help my student to get the most out of it.
Carolyn
Thank you. I can only hope other marketers are on your list and read this.
I've been researching online marketing for several months and am on several lists, so a new offering means my inbox gets pretty full. Far too many of those promotions make it pretty clear the writer hasn't bothered to try the product before asking me to buy it through their affiliate link. Isn't going to happen! Worse, to me, are the marketers who cut and paste the promo email without bothering to edit and/or reword. That sends me to the unsubscribe button pretty quickly.
Again, thanks for the article.
Wow Jonathan…that was a great post!
Seriously…it was an eye opener for me.
I'll probably be on your list for life now…thanks for setting an example.
Ken
re: your "prepare them for the flaws" [of the product]
All products sold on Net are full of flaws and this is reason that only 1% of individuals trying Internet sales - win. We get many products with insufficient information - making it unable to secure income. There is many missing links of info in ebooks.
Recently I buy only few products and discard many offers. I am looking rather for good softwares and work on own creativity.
Honesty - generally is better in most circumstances.
Jan
Jon, hi,
Just wanted to say that I TOTALLY support your 'honesty' message in this post.
I'm sure that, over time, marketers with integrity and ethics will rise to the top of the internet pile, but it does take time. It also means that internet shoppers need to get burnt a few times before they learn what to look out for.
That's a real shame because it contributes to the notion that the Internet is not a serious business medium.
Martin
Jon, There is a lot of hype in internet marketing and I want to tell you that I appreciate that you don't hype products. Your email is the only one, out of many, that I read regularly. It is your straight-forward, honest approach that I appreciate. Always take the high road, it will pay off in the long run.
Mike
Hi Jonathan,
Thanks for this post on the refreshing but rare quality of honesty in internet marketing.
However, I think we also have to understand that it's the job of all marketers, honest or otherwise, to sell their products.
The choice to buy still rests with us. We can't go buying something just because we are thrown heaps of hype, and then turn around and say, hey, that marketer wasn't honest with us.
Even 'dishonest' marketers manage to earn a decent living - how do you explain that? It's because of the buyers.
The marketer is just trying to earn a living. He's not doing anything criminal in hyping up his sales spiel. It's not his duty nor does the law say he has to tell all about the 'warts' of the product.
He also needs to be careful about how far to go in his 'honesty', or else his list simply won't buy. He can end up equivocating, which doesn't help him or his list any.
He IS expected to deliver the tangible basic item, e.g. a 30-page 14-lesson ebook on email marketing, but he ISN'T expected to deliver the intangibles, e.g. the 'massive' earnings, or the 'explosion' in traffic, or even the 'simplicity' in learning it.
What we really want to accuse him of doing is using hype to sell. Which brings us back to our personal responsibility of how and on what we spend our money.
We can do what one poster did: unsubscribe to the 'dishonest' marketers, save ourselves the angst of reading sales hype on a daily basis, and get through our emails in 5 minutes.
To me, that's the real solution to the problem of 'dishonest' marketers. If we can all do that, and tell everyone we know to do the same thing, we will soon see much less 'dishonesty'.
Thanks again for a helpful and timely post!
Above site is a Rich Jerk cookie-cutter with no opt-ins and is a total waste of time but he does have a decent ebook. I,ve just written an ebook and will be building a new site soon.
I appreciate your honesty, Jon. I'm writing this,though, because I can't believe that the general public is so gullible, enough so to make many terrible affiliates and site merchants rich.
Is it really necessary to "shade" the truth, say something is worth $297 but we've reduced it to $39 and have 2 pages of general BS hype (strictly non-educational). Sometimes you have to click "ORDER" and Opt-in just to get a price. Long copy should be an honest build-up to educate and help the reader and then to make the product more appetizing. On most sites I say, "C'mon, Give Me A Break", scroll to the end to see if I'd consider spending this much and then make up my mind if I should go back and look again. I also get the feeling the testimonials are lies mostly from friends and affiliates. More later. Keep up the good work, Jon.
Jonathan,
I agree with you too, and the problem seems to have got a lot worse over the past few months - so many new product launches and so many people blasting out identical emails about them before they can possibly have had a chance to really try them out themselves.
Hello again Jonathan - another refreshing yet universal subject. I would hate to think I had ripped anyone off and I have such a concience about it that I have overcompensated my customers over the most trivial issues. They MUST always come first.
I am not overly religious but I like to keep God at the centre of my thinking. I believe that spiritual laws apply just as the law of the land or Newtons Law etc. I even LIKE that we are exposed to Gods beady eye. From of old, people have suffered at the hands of the dishonest and the treacherous, but there IS a time for everything under heaven. All of us will get our just deserts - either good or bad. I have just finished reading about Joseph AGAIN - about how his dihonest brothers treated him and more…..but even though things looked at their worst - a seemingly evil plan worked out perfect for one HONEST JO till even Pharo trusted him with all the grub in Eygypt for the oncoming famine. Yes, the Internet can be quite a spooky medium for the evil opportunist, but thank God for
all of you who have some decorum about you.
My mum blew me away the other day - she said from her heart - " Of all of them (the family) I would trust YOU with my life the most. Of all of them - YOU are the one……" Stong stuff eh !
Right again Jon, honesty is refreshing, just not very often seen in the IM croud. Everyone is out to make the quick buck regardless of the quality of the product. On my site I give reviews of products I have used and still do use. I also have products as an affiliate that I have not used but I mention that I have not used them also. Your right about the lower sales ratio but also right about the lower refunds ratio! I can't remember the last refund. When you let people know up front what to expect, they will be satisfied with whatever your selling. Completely "on target" with this one , Thanks for setting the standard in the industry!
Yeah honesty is a fine trait!
Perception is; really smart marketers cant be honest.
In every deal, there has got to be some sort of a catch (deception).
That is the over all opinion here in Australia. If any one likes it or not.
What is honesty or truth? For some it is right, for others it is not. Depends on their agenda.
Just simply move along, the way you think you get a good sleep at night
Did I say something new with this?
I don't think so!
I probably wasted my time writing this.
Let me know if I did
Jonathon,
Thanks for this post… very true. The online world is just like the offline, normal world we live in… despite the speed of connecting online and the much broader reach… building a biz long term is the only way to guarantee our own internet future, long term, based on true customer service and respect.
Thanks again,
Angela.
Hey Jon-
Great post!
I'm on a lot of Internet Marketing lists and during every major product launch, I'm bombarded with emails all stating that I MUST buy this product. It seems like the only motivation from some of these "gurus" is to pull some gravy from the hot new info product to hit the market.
I did read your email about the videos. While I didn't purchase them for personal reason, I respected the fact that you weren't afraid to point out some minor flaws. It made your recommendations seem more note worthy.
~Scott