Ethics-Governance: Article: Trust

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Trust Trust By Ken McCarthy. It's a word that isn't used much in Internet marketing guru circles. Instead the emphasis is on what I call 'look-how-smart-I-am' marketing. Some marketers seem to think that selling is about tricking people into taking action. Or if that fails, bribing them. As this kind of marketer likes to say: 'The product doesn't matter. It's all about the marketing.' I don't know who started this particular nonsense, but they deserve a special seat in the hot place down below. The truth is the quality of what you offer matters and it matters a lot. Here's why: * Quality motivates repeat sales * Quality reduces returns * Quality stimulates positive word of mouth In other words, offering quality makes you money because it does the one thing your advertising, no matter how clever, can never do: It earns the trust of your customers. I can almost hear the 'fly-by-night' gurus snickering. "Trust? Who needs that? I'm raking it in and I only need to have people believe me long enough to separate them from their money." These folks have no faith in their products, in the customers or in the marketplace. Full Article: http://www.frugalmarketing.com/dtb/trust.shtml


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