It has happened to many people. You go to a website, read all of the advertising, and decide to make a purchase. But when the product is delivered, it is nothing like what was advertised. Worse yet, you just paid for a product that you never received. There are many of these sites on the internet today, with so many people looking to make a quick fortune at the expense of others. In most cases, the people that own the scam sites are never prosecuted, leaving you holding your empty wallet and being a bit wiser in your choice of web site vendors. Determined to do something about the problem, you report the web site to the web site host (if known) and the site is removed and reported to authorities. But believe it or not, the scammer might have dozens of sites that are still ripping people off.
You’re probably wondering what this has to do with marketing your web site to increase your sales. It’s simple, really. Just like the scammer’s web site, if customers perceive you to be a scammer, all of the hard work you put into your web site will go in the trash bin when someone reports you. You have to make sure that the advertising copy you use accurately describes your products, and that the products ordered are delivered and are exactly what the customer expects. You have to remember that perceptions and expectations can sometimes cause a customer to be dissatisfied with a product, no matter how it is described, so you should address customer concerns quickly and equitably.
You should prominently post your guarantee and return policy information so there is no confusion on how you run your business. But a guarantee isn’t worth the words it contains if you don’t follow through with it. This is another problem that could get your web site scrubbed from the internet. If you want your business to grow and be profitable, always deliver what you promise.
If you have been the victim of a scammer, or have other tips for your fellow marketers on avoiding that label, please let us know. We’re interested in hearing about your experiences.
