I have had a lot of response from a blog post I did about a very personal situation in my business.
The point of it was was, “don’t be fooled by talk, look at the fruit.” In the internet world especially, it is easy to fall for the hype, the great sales pages and the over-the-top copy that makes promises that it rarely delivers.
All too often my inbox is filled with emails that sound like infomercials. But you know what? I guess if they weren’t working, they wouldn’t send them. So, somebody is buying the hype.
I just wonder what happened to ethics. I wonder what happened to authentic marketing. Do people have “itching ears” and just want someone to tell them what they want to hear?
Well, I’m not one of those. As a Christian, I have a personal code of ethics based on biblical teaching.
I am all for branding, marketing and sales – but I never promise what I can’t deliver.
I let my actions speak louder than my words. I have testimonials and tons of “endorsements” about the service my company provides. Real people, with real names, first and last names. Nothing hidden.
Besides, it’s harder to keep up with lies – than remember the truth. Are people really that desperate for sales that they have to lie, cheat and pretend to be something that they’re not?
As a Christian in business, it is imperative that we act ethical and have moral standards regarding our communication – including marketing copy!
Do not deceive people – no matter how bad you want the sale. Fraud is fraud.
How does one stay ethical in a world that wants to sold on “hype?”
It’s funny, I’ve been in business for more than ten years, but when I partnered with another person who had more “internet marketing savvy” than I (meaning more hyped sales copy), sales took off like crazy.
It was amazing to me to see how people responded to the “fast, quick, easy” sales jargon. Though many had followed me for years, I never over-promised. I deliver real results – but nothing is ever FAST, QUICK or EASY. People bought the “But wait, there’s more” sales jargon.
Seriously? (Said in my Kim Kardasian voice)
Those who are looking for the pot of gold at the end of rainbow will also buy the magic pill to make you lose 30 pounds in two weeks. And they will believe a person who sounds good and writes good copy – for no apparent reason other than they want to believe the hype.
It’s easy to get caught up.
Here are five questions to ask yourself if you have doubts are whether you are crossing that thin like of deception in marketing:
- Are you over exaggerating the truth to make the sale?
- Are you withholding or obscuring information that should be included to make the sale?
- Are you playing on fears of your reader or listener to make the sale?
- Are you promising something that cannot be delivered just to make the sale?
- Are you being truthful, straight forward and honest? Seriously?
Now, I know, some folks, especially internet copywriters, would disagree with some of this, but as a Christian, it’s important to stay above-board.
If you have to lie to get the sale – is it really worth it in the long run? Seriously?
Be you. Be authentic. Shine your light – and give God the glory and you’ll be blessed. That’s the bottom line. That’s success, true success.
Be a light in darkness. Shine the truth.
What about you? Have you “fallen” for the sales hype? What do you think about when you see sleazy emails and infomercial-like sales pages with nothing to back them up? How do YOU avoid the temptation?