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Why we despise marketing ‘tricks’

Issue: Thursday, October 22, 2015
From: Memphis, TN – 6:28a, 56°

Lately I have been listening to a lot of Jay Abraham.

When I say a lot, I do mean that literally. 

In fact, just a week ago Jay's legendary “Lifetime Reference Set Hard Drive” showed up at my door…

…150 gigabytes of Jay.

And guess what?

Perks of your subscription to this marketing letter, I’ll be divvying up the ‘goods’ to help you grow your business faster, make more money, and enjoy more of the things you love in life…

Anyways…

One “big idea” from Jay’s stuff is this… 

You should never try to “outsmart” your customer.

We – as service providers, marketers and business builders – are honor bound to represent the end results our clients get from working with us as transparently & truthfully as possible…

To paraphrase the late (great) David Ogilvy, “Your customer is not ‘dumb,’ she is your wife.

In other words, would you “trick” your wife into doing something against her best interest?

(Hopefully not)

You have an obligation, to not sell anything that is not absolutely, 100% in your client’s (or prospective client’s) best and highest interest…

Just the other day, I told a smart business owner on the phone something along the lines of:

I want you to think twice before you decide whether we are the best fit for you. If you do not perceive this as the absolute best use of your time, resources and energy, don't do this. 

If you don't believe that our partnership will result in greater benefit and greater fulfillment of your business goals – then I do not want your money.”

And guess what?

Everything I said was true. 

Of course, I know that working together will be better for his business. He'll make more money and see an incredible return on investment… 

But I want him to feel protected in his decision to buy – not that it was ‘conned' out of him…

And besides, I don’t ever want to sell anything to anybody who does not believe that buying is the best use of their resources or time or energy…

The thing is, nobody in your competition is dealing with people this way.

They’re all out to get as many bucks as they can.

And when you treat the customer with respect, dignity and pre-eminence (as Jay calls it), they will notice the difference.

In the case of my example, he quickly became a client.

He could tell the difference…

Hopefully, so can you…

Anyways, that’s all for today…


Taylor Welch
Co-Founder, Traffic And Funnels

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