Special Offer Con jobs

Special Offer Con jobs

In the USA, we have laws regarding "truth in advertising." For instance, it is against the law to advertise a "Going Out of Business" sale unless the company is actually going to close.

This is, of course, to protect the consumer. However, it is also an issue of honesty - not lying to the public in an effort to make them think they are getting a "special" price.

Funny - this is done on the Internet routinely and even casually. Of course all web site owners aren't in the USA - but that isn't the point. It's a matter of integrity.

Here's the one that bothers me the most ...

You're reading a sales letter online and you come to the paragraph that FINALLY tells you the price of the product or service. You may read, "This special offer is ONLY good until November 1, 2000."

Now, I can guarantee you that 99% of the time, you can go back to that site on November 2, 2000 and find the same "special offer" with a NEW date in the future. You can go back in a year and still find it!

Of course some site owners are slicker than others. Instead of the blatant lie above, you may read, "Order before November 1, 2000 and you will receive the special price of ..."

See the difference? Is one more honest than the other? Technically, yes. In reality, no - the lie is still implied. Unless, of course, the offer is going to be changed after the designated date.

Now I understand that we need to create urgency on the part of a potential customer. But, do we have to lie to do it?

The crazy thing about this is that we already know that the buyer has to see something several times before turning loose of that money. What I can't understand is why anyone who sees that time-dated offer several times - with different dates - will still consider doing business with the business owner who is using this tactic! Dishonesty in one area usually means dishonesty in others. Want to take that chance?

In defense of NEW online business owners, I have to recognize that sometimes this is done out of inexperience. I'll admit that I used that same tactic when I first started doing business online. I listened to the "gurus" and bought right into it without even thinking.

It wasn't long though before I realized that it was an outright con. I was showing absolutely no respect for my potential customer. The only goal was to manipulate them into thinking they were getting a special deal IF they hurried and ordered NOW.

I stopped doing it. And I stopped listening to the gurus.

If you must create urgency, using a targeted date - fine! Just don't lie to your visitors. When you change the date - change the offer. Add something - take something away - change the price - change the bonus package - but for Heaven's sake, stay in integrity as an honest business person. If you don't, sooner or later - they WILL catch on and your reputation is right down the tubes with the rest of the online con jobs!

Let's do something different! Start changing those offers. Be the online company people can trust. Wow! A whole new breed of truly ethical online businesses. What a concept!

About the author:

dr. jl scott is the Director of the International Council of Online Professionals (iCop) - and also the publisher of MONDAY MEMO! - the ezine dedicated to upgrading Professionalism on the Web. For your FREE subscription: Monday-Memo-on@MondayMemo.org





jlscott@i-Cop.org
http://www.i-cop.org/