Cheating people out of money might feel good in the short term.

But in the long run, it’s sure to result in complaints, returns, and exchanges.

In matters of business and relationships, my mentors always told me:

What you win them with is what you win them to.

If you win people over with your clever schemes and copy, then it’s only natural that you’re going to see people leave in droves.

Sure, some will stick around. And maybe you’re counting on a high turnover rate.

But is it worth gaining a negative reputation over? And is it worth putting so much time and effort into appealing to the lowest common denominator?

Yes, it does depend on who you’re selling to. Your audience matters. Entrepreneurs, for example, appreciate when sellers get to the point instead of delivering a 30-minute spiel.

But if you’re going to win people over with your clever schemes, they’re liable to turn them around on you. Then you stand to lose something too.

Clever marketing tactics reek of desperation. They tell people that you’re probably just in it for the money. They tell people that you’re probably not legit. Just that you could afford YouTube ads.

Instead of trying to skip steps, earn credibility with others. Get their permission to market to them. Then, let them know of what’s available and why they’d be missing out if they didn’t buy.

Honesty, integrity, and authenticity are appreciated more today than you even realize. And even if it doesn’t lead to immediate profit, it will lead to better results long-term.

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