Attract More Visitors

Are you Clean with that? - Part II

In Part I of "Why Internet Marketing is Like a Disney Cruise - Are you Clean with that?" I mentioned the hand sanitizers used on Disney Cruises in all of their places to eat. Since we went on our cruise a number of supermarkets have also placed moist hand wipes at their front entrances. Now every time you go to the store you have an opportunity to think about your internet marketing techniques / methods / practices and think "Are you clean with that?".

8 Tests for Clean Marketing

1. Can you sleep at night? - "Sleep like a baby"? (soundly, peacefully).
2. Or are you kept up at night worrying?
3. Would you be OK with your marketing methods if your Mother read about them in an exposé on the front page of the New York Times?
4. Do you get a little queasy feeling in the pit of your stomach when you think about your marketing techniques?
5. Do your Friends ask you questions like, "What happened to you, you always used to be so (insert any nice wholesome word/concept here)?
6. Could words like bill of goods, cheat, con, deceit, deception, delusion, dishonest, double-dealing, evasion, exaggeration (huge), falsehood, fraud, hype, illusion, lie, misleading, misrepresentation, overstatement (gross), pretense, scam, scheme, shell game, snake oil, snow job, subterfuge, etc. be associated with your internet marketing techniques?
7. Would you use the same marketing methods on your friends or family. (The ones you like, that is).
8. If someone used the same marketing method on you, would you feel tricked or played for a sucker. Again, the "Golden Rule".

Solutions: "Faith, Trust, And Pixie Dust"

1. Clarity and transparency - it's as simple (and clean) as that.
2. If you can explain your internet marketing methods to a child or to the hero of a child (e.g., Mickey Mouse, Tinker Bell, Sleeping Beauty, Lilo [not Stitch!]) and they're ok with them, then you're probably OK.
3. Being open and honest with your visitors and customers will give them a reason to believe in you, and your methods, and your site - a reason to have faith in you and trust you, your business, and your website/blog/podcast.
4. Building trust through the words you use and living up to them with follow-through.
5. Building trust by using trust badges/symbols, etc. where a visitor would want them to be.  E.g., Better Business Bureau, Association logos, Visa/MasterCard badges (when purchasing), etc.
6. Building trust through real Testimonials/Reviews.  People can spot bogus testimonials. Remember what your Mom said, "If it sounds too good to be true, it probably is."
7. Using persuasion instead of delusion or confusion. Be conscious of when you begin using internet marketing hype instead of a persuasive argument.
8. Pixie dust: It's ok to have add a little magic - some zing. SEO (Search Engine Optimization) seems like magic, but it works. So a little "white hat" SEO (the good SEO) is fine. Especially since these techniques are no more than what Google recommends so it can serve-up more targeted search results to its customers (searchers). You're just helping Google's customers find what they're truly looking for better.

Bottom Line: Add content and value - true value - and market them as straightforwardly as possible.

Morality Screed versus "What Just Makes Sense" and the Law

You might be thinking that this is just a heavy-handed moral screed, but really it's a plea to consider how your marketing efforts are viewed by those who encounter them, your potential customers.  Then turn it around and think (deep down), "Do I want to be marketed to that way?" and that should be your answer.

But if that's not enough, "It's the Law" as outlined by the United States Federal Trade Commission (FTC): Advertising and Marketing on the Internet: Rules of the Road:

"The Federal Trade Commission Act allows the FTC to act in the interest of all consumers to prevent deceptive and unfair acts or practices. In interpreting Section 5 of the Act, the Commission has determined that a representation, omission or practice is deceptive if it is likely to:

• mislead consumers and
• affect consumers' behavior or decisions about the product or service."

Also there's a special section on "Testimonials and Endorsements".
See FTC Guides Concerning Use of Endorsements and Testimonials in Advertising.

Hope this helps!

Take care & hope you're internet marketing is a great success,

Karl

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