Ethical Internet Marketing: A lie, an exaggeration, and a fib away from success?

Today I am going to tell you a lie or two. Maybe tell you a fib. And definitely exaggerate to get you to buy something.

Well, maybe not.

However, this is the exact problem I see within the Internet marketing world these days. As new marketers come into the fresh new world of marketing, they tend to approach it in the wrong way. They understand the marketing aspect…but not the ethics. Ethical Internet Marketing does not mean making less money, in fact it will result in making more and I am going to explain exactly why within this post.

At the core of all sales (online or offline) and the product you choose to sell, money is typically the ‘persuading’ factor. If you make a sale, you make money. If you sell something that is higher commission, you make more money. If you sell something that is more expensive and is of the highest commission, you make the most money.

The problem is that consumers tend to remember negative experiences and embrace positive ones. Choosing a product to sell for the wrong reason can lead to a negative sales experience, impact your brand, and ruin the ever sought customer relationship.

Have you been to a car lot recently…and been surround by the “sharks” trying to feast on your wallet? It is not only overwhelming, it is a pushy and uncomfortable experience.

Go another step further. Ask the sales person what kind of car they drive. You might be on a Mercedes lot, but the salesperson could be driving a Honda. I have seen it happen first hand.

How can someone try to sell you a car when they choose a completely different brand? It doesn’t make sense and the entire sales angle of the sales person is flawed. Practice what you preach right?

Try going into an electronics or an appliance store and see what the salesmen tries to sell you. Chances are it is an item that they make the most commission on versus the best value product. Go to a non-commissioned store like Best Buy…you will find that they tell you how to get the best bang for your buck by offering sound advice that is not being impacted by what makes them the most on the sale.

AND THE EXACT SAME THING is happening within the Internet marketing world. I see it all the time.

Marketers and salespeople tend to choose the highest commission product versus the highest quality. It’s OK in some instances of you have product A that is equivalent to product B…and one pays more than the other.

For example, some web hosting companies offer $100 per sign-up to affiliates whereas others offer $50 per sign-up and they offer the exact same services…down to the support. Choosing the one that pays more may make sense in this situation assuming that the $100 product converts at least at 51% of the rate of the $50 product (i.e., is more profitable).

However, if you are promoting one product as the better one, knowingly understanding that the only reason you are doing this is because you make more money (at the expense of your customer), then you are doing a disservice to the general public.

I know what you are saying right now…

“Kyle, if this business is about making money, why would someone sacrifice a higher commission just to be a little more honest?”

Because quality creates reputation. Reputation creates repeat buyers. Repeat buyers create longer term success. By being honest you will promote the product that is of the best quality for the best value.

Yes, you are in the business of earning money, but this business requires relationship building and ethical marketing to create long term success.

The problem is that most people associate doing whatever it takes to make a sale with “marketing 101″. Terms like snake oil salesmen and guerrilla marketing come to mind.

It is quite funny what we see at Wealthy Affiliate. People sign-up with us and come in thinking they know how to market, because they know what they know. They know that they need to sell something in order to make money.

Unfortunately they know the marketing techniques they have been subjected to…problem being, the only real marketing they have been exposed to, they probably bought without even thinking of it as a “sales” experience. Read more and get lots of free stuff here.