Know the biggest problem we face as internet marketers?
A Darwinian economy creates ruthless temptation to lie, exaggerate, distort, and mislead. And the PPC auction puts that on steroids.
Every time you look at the results of a split test you’re faced with a moral dilemma. Because the majority of the time, strengthening your claim beyond what you can actually deliver raises your click through and conversion. And sadly, outright lying raises it stratospherically.
Of course, the smart marketer knows that lying creates only trial, not repeat. (It can also lead to being married to a big smelly guy named Bubba, and spending a lot of time lifting weights in the yard)
So what’s an ethical marketer to do?
I’ve known Chuck Batson for years, have had dinner with him, and in my judgment he’s one of the most ethical marketers around. Chuck operates in a market you’d think is more traditionally known for honesty and compassion… the vegetarian/vegan/raw-food world. (Which means, you know… he refuses to eat fried kittens and stuff, no matter how good they taste)
But he’s up against LIARS too.
Thankfully, he used my old How To Double Your Business course (predecessor to the hyper-responsive club) and found an honest way into the market, but he’s only making a few bucks and because he works full time as a programmer, he can’t seem to find the time to expand.
I really like Chuck, respect his values, and appreciate what a dedicated customer he’s been for almost 4 years.
Listen carefully and you’ll learn a few things about dealing with the Liars in your market too!
Dr. G 🙂
PS – Chuck asked a few very valuable questions towards the end about the difference between free and paid content. It’s definitely worth listening to the answer if you’re following my model.
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