Golden Rule Marketing is no different.  Picture your customer sitting across the kitchen table with you and handing you their trust. They are reading your newsletters, buying your products and following your recommendations because they trust you. If you can't "look them in the eye" as you are building your business, you are making a grave mistake.

 

When Roger Bannister broke the 4 Minute Mile, athletes realized it could be done and all of a sudden more and more people were breaking that milestone. 

Fast forward several decades for a marketing spin on the same phenomenon...John Reese breaking the $297 barrier by releasing Traffic Secrets at a whopping $997! John's quality product showed that people were willing to dig into their pockets and pay much more than many online marketers thought possible prior to TS's release.

 

The market was suddenly flooded with $997 offerings. The entire pricing spectrum shifted upwards.  $17 ebooks became $47; $97 software programs became $197; $297 physical products now carried $997 price tags. 

 

Just because the market has become conditioned to paying higher prices does not necessarily mean that your product or service should command that price.  If your customer feels like s(he) got a bargain at your price point, great!  If they'll feel like they got ripped off, make a realistic pricing adjustment.

 

In the past six months, I've read the following (paraphrased) comments in ezines I received:

 

"I hate to confess this, but when I first got ____'s product to review, I used it as a door stop. But, when I saw it relaunched and read the testimonials at the sales page, I had to encourage you again to buy it."

 

"______ never paid me, so now I can tell you the truth.  His product is garbage and is not worth the bandwidth to download his junk.  Don't buy his product!"

 

These people must be INSANE because they just admitted that they LIED TO ME!  Why would you tell me how great someone's product was if it was being used as a doorstop and had never even been opened? Why didn't they tell me a product was crap in the first place, instead of being swayed by affiliate earnings? 

 

Obviously, I am no longer a member of these lists. These people spoke VOLUMES about their honesty, integrity, and relationship with their customers in just a sentence....and they probably didn't even realize that they were baring their real intentions - GREED!

 

People feel so unappreciated these days that showing appreciation for your customers and affiliates will build a loyalty that will not waver.

 

When I travel, I always send a note out to my list letting them know I've set an afternoon aside to meet them. Every so often, I'll pick up the phone to personally thank a few of my subscribers and ask them how I can better serve them. And, I'll always look within my customer base first for my interview series and case studies.

 

You'll notice that all this golden rule marketing doesn't cost you a dime.  But, not embracing its tenets can cost you tens to hundreds of thousands of dollars over time.

 

Don't misunderstand - we are marketing with the intent of making sales. But making sales through manipulation, lies, and taking advantage of the trust your prospects, subscribers, and customers have in you, is a sure way to burn out your business quickly.

 

This is the Internet -- word travels fast!