Are You Gettin’ Any? I Can Help.

The above headline is a hook based on sexual innuendo coupled with no intention to deliver. It is also something that I find despicable on the web and that is the classic practice of “Bait and Switch”. In its classic scenario, you picked up your weekend edition of the newspaper, went through the advertising flyers and low and behold you locked on to some incredible offer with a time limitation such as, limited quantities – sale ends 5:00 sharp!

- you don’t have to tell me twice, I’m there when the store has shortly opened. Ad in hand you approach the salesperson, inform them of your mission only to be told -”I’m sorry we are sold out of that item, but perhaps you’d be interested in this other offer on something similar?”

BAIT AND SWITCH.

Today, bait and switch is all over the web. The inspiration for this article was at a business blog the other night – the writer’s headline- “How to differentiate your company in lean times”. Fair enough I figured – its right up the ole’ branding alley, let’s give it a read.

The article told us all about the the ‘importance’ of differentiating but nothing about the ‘how to’  they promised in the headline.

BAIT AND SWITCH.

To give the author of that post the benefit of a doubt, when I fist started blogging, a seasoned blogger told me that most articles that start with a “how to” or other solution based phrases get better readership. Sage words but the advice should have also carried with it the concept that you must follow through on the promise and deliver. I was miffed and then irritated when there was no comment opportunity.

The web being such a relatively new sales medium is riddled with bait and switch, which has all the honesty of a used car classified ad.

Your integrity is a major part of your brand. Why do people feel they have to trick their audience into buying their products? Perhaps they know their products are not of the high quality they brag about. Myself, I like to think that it is naiveté, in that they have discovered the techniques of the old snake oil salesmen and don’t mind employing them on a buying public. They are not in many cases considering long-term sales relationships but are only concentrating on the one purchase mentality. Given the breadth of the web – one purchase each doesn’t sound so bad, so I guess the temptation is there, so no harm done.  They would be wrong of course. They harm their brand . Your brand values have trump temptation if you are to truly be successful.

I wonder if these people understand the sales wisdom that a happy customer is your best and cheapest opportunity for future sales – directly and indirectly, by becoming an advocate for you. You are your brand and your corporate brand is you. Remember we are all only stupid once, as they say “Burn me once, stupid you – burn me twice, stupid me”. I abide by the ethical value system.  I work very hard to offer straight forward information that any serious entrepreneur will find useful in their quest to grow their business. Myself and my peers agonize over our products and opinion to be sure we are not delivering less that what is expected.

All I suggest is that we all refrain from unethical marketing just to make a dollar. Money’s nice but it’s not worth tarnishing your brand over.