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The Worldwide Brands Home EBiz Newsletter: "When a Guarantee Is a Gamble" Go Back to Newsletter Home Page
This Week's Radio Show News:
Air Date: Monday,
March 14,
2005:
Wondering why
everyone's talking about China? Our Co-Host, Rob Cowie, just
returned from an 8 day trip to China, meeting Product Manufacturers
and shipping agents, and attending a giant manufacturer's Trade
Show. He made the trip to help to prepare our company, Worldwide
Brands, to begin importing large amounts of products at incredibly
cheap prices for our upcoming Worldwide Brands Wholesale Import
Center. Rob and fellow traveler, Internet Entrepreneur Mike
Gelblicht, will share the details of this incredibly eye-opening
trip with us!
This Week's Featured Newsletter Article:
"When a Guarantee is a Gamble"
by
Chris Malta
Ah, the Money Back Guarantee! It's
all over the place, and has been forever.
"Your Satisfaction Guaranteed, or your Money Back!"
they shout, from the box your new Toaster came in to the bottle of Forehead
Polish in the bathroom to the Informational Products you buy on the Internet.
Everybody has a Guarantee. It's very nearly impossible to sell anything without
one.
Unfortunately, the one sign of trust that everyone
looks for no matter what product they're buying can also the most easily
manipulated sales tool of them all.
When you're starting and running a Home-based
Internet Business, you need Information. What are the best Hosting companies.
How to take the best possible advantage of eBay. What's the best Internet Store
solution. Which Merchant Accounts are better. Where to find products to sell.
You know this as well as I do...the Internet can be a very confusing place,
especially to newcomers.
There are a tremendous number of people out there
who claim to have that information, and they ALL Guarantee your Satisfaction!
SOME of the Information for sale on the Internet is
Pure Gold. The Right Stuff. The Real McCoy. Hip, Hip, Hoorah; Win One For The
Gipper; Eureka! We've spent years identifying the creators of that kind of
information, and you can find links to those people on our site,
www.WorldwideBrands.com, in our Resource Center.
Those Internet Good Guys all Guarantee your
Satisfaction, of course.
The problem, though, is that a very large percentage
of Home-based business Information sold on the Internet is pure junk.
SOME of it is Junk By Laziness, or Junk By
Inexperience. There are people selling bad information who really are trying
to sell good information, but don't have either the drive to work hard enough to
create good information, or the knowledge and experience in their market to
create good information. There are a few others who have the drive, knowledge
and experience, but not the resources (time, money, people) to create and
maintain good information.
Yet, they Guarantee your Satisfaction as well.
Most of the bad information out there is Junk On
Purpose. This is Junk information put together by somebody who knows he's he's
selling you Junk Information. These people are a combination of (a) pure,
outright laziness, and (b) all the moral fiber of the wrong end of a carnival
outhouse. They look for and identify markets where people are selling
information, then steal bits and pieces of it from other sources, skim loosely
related garbage from Search Engines, or purely invent whatever they can think of
that makes it sound good.
And guess what? THEY Guarantee your Satisfaction,
too!
Now, here's the interesting part. When you find an
Informational Product that gives you a 100% Guarantee of your satisfaction, or
your Money Back, you, like the rest of us, automatically think:
"Hmmm, if they're willing to give me my Money Back,
No Questions Asked, I have Nothing To Lose if the Information is Junk! I can
just return it and get my Money Back!"
WRONG! You DO have something to lose! Something very
important. Your time, effort and money. When you're new to Home-based Internet
Business, or looking for Information on something you're not familiar with, YOU
WON'T KNOW that the information is junk until AFTER you spend days, weeks, or
even MONTHS trying to make it work!
This Information is about things you are unfamiliar
with. There's no way you can just glance at it and say, "Oh, this is junk. I
think I'll return it". It's going to take a serious investment of your time,
your effort and your money to find out that the Information was junk, and the
way you are forced to find that out is unfortunately by the failure of part or
all of your business.
The Junk On Purpose People know this. What they are
doing by offering you these seemingly wonderful, no-questions-asked Guarantees
is GAMBLING. They're playing percentages. They know that, for most of the people
who buy their Junk, it will take a good long time for those people to realize
that it's junk. There are two Keys to their method that makes it work for them.
Here's the FIRST Key: They're gambling that by the
time you find out the Information was Junk, you've already spent so much time
and effort trying to make your business work that you won't even remember where
you got the original Junk from, OR will be so discouraged by that time that
you'll just throw up your hands and forget about your new business altogether.
They're gambling that because of those things, you'll never bother to ask for a
refund.
Here's the SECOND Key: The Junk Information they
sell didn't cost them anything to put together, so Refunds don't hurt them. They
know that some people will ask for a refund. They're just Gambling that there
will be fewer people who DO ask for a refund, and more people who DON'T, and
they get to keep the money from the people who DON'T ask. That's all they really
wanted in the first place.
So, please keep this in mind: Guarantees of Complete
Satisfaction are as common as air. Everybody has them, whether the product is
any good or not. In fact, the people who scream out their Iron-Clad Guarantees
the loudest are usually the ones who are selling Junk to begin with, because
they know that Guarantee will help sell you the product.
A Guarantee is nice, kind of like not dropping your
fork on the carpet while you're eating in front of the TV is nice.
However, it is NOT the thing you should base your
decision on.
When you're trying to decide whether a source of
Home-based Internet Business is trustworthy:
-- Read their web sites, and really think about what
they have to say.
-- Look around the Internet. Do searches on the
person's name, the company name, etc. When you find someone who is truly legit,
you'll find a LOT of positive press about them. You should find pages and pages
of OTHER people saying good things about them; not just pages of them talking
about themselves.
-- Even the Internet Good Guys get disgruntled
opinions about them on the Net, but they are always VERY few. The vast majority
of public opinion will be POSITIVE if they are for real.
-- Look for Information that is talked about and
endorsed by legitimate places that you know about. Information that is endorsed
by other, well known ECommerce Experts, Magazines, Newspapers, Radio Media, etc.
are a good example of this.
-- Never buy anything from a Web Site or Auction
that does not contain FULL Contact Information, including the person's Name,
Company, Address, Email, and PHONE.
-- If you find a person selling information on the
Net under just their own name, and they do not have a registered business name,
run away!
If you follow those guidelines, you really will be
able to separate the Gold from the mud. That's not a "Guarantee"; that's a FACT.
:o)
Chris Malta |
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