Have you ever come across an online sales letter and questioned whether the person you considered transacting with actually does business honestly, ethically and with integrity? You’re not alone.
Actually, Internet Integrity is the name and subject of Terry Dean’s book, which James Brausch recently praised in his blog.
James is dead on about how doing business with integrity is the most effective way of doing business. His thougths remind me of one marketer who told me “Always tell the truth… that way you’ll never forget what you said.”
James is also right about how no Internet business is going to survive on one sale per customer and how the name of the game should be to have a relationship that leads to repeat business. After all, it costs a lot to earn a new customer. Yet how many businesses can you count that you’ve given money to who you’ve never heard from again or who never check in even while still providing services. Do they consider customer lifetime value? Probably not. Now think of charities you’ve given to…
I can’t say I agree with James’ comment on revenge (maybe he didn’t write that post). Life’s too short to worry about revenge. And if you’re a business, there are bigger fish to fry.
What are some examples of not doing business with integrity, honestly and ethically? Spamming, black-hat, not processing refunds, ignoring customer service requests, creating junk sites for search engines, false advertising, etc.
Well, that’s enough of a review of a review.
Based on James’ feedback, I think Terry’s book should be an interesting read and will no doubt make me want to tweak a few procedures too.
To Lasting Profits!
-Taylor Coburn
Tags: 
1 response so far ↓
Good post Taylor. I’ll get Terry’s book soon (have several more that are first in line!). I’m in the middle of James’ intership. Learning stuff all the time. I’ll visit your blog regularly. Have a great weekend.
Sheppard