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Doing Your Own Due DiligenceCopyright © 2007, jl scott The term in the title of this article is one I've used often. In fact, most online publishers use it in their disclaimers. It's an admonition to check out sellers yourself before buying their products or services. Unfortunately most folks ignore this advice. Others would happily DO their own due diligence - IF they only knew how. Testimonials may mean nothing in online sales letters. If the seller is basically an internet marketer, you can almost depend on the testimonials being fairly worthless. Here's how it Works: * Sellers send their product to a few “big names” for free in exchange for a testimonial - and a link to their web site * “Big Name” may, or may not, even open the product. If it's opened at all, it's most likely to be just to get enough information to write the testimonial * A glowing testimonial is sent to the seller Technically, any marketing testimonials may be illegal as hell - at least in the USA. Legally, the request for the testimonial must ask: * The endorsee's comments be based on use of the product * If the request goes to an “expert,” it may be based on his opinion But, all comments made must be SUPPORTABLE. If someone claims they increased their sales (or anything else) by X% using this product, they'd better be able to prove it. Few can. Both marketers and endorsees have become extremely lax, online. And, that pretty much puts the kibosh on even asking for references. You just don't know what (who) you'll get. Look for Hype That may sound ridiculous considering the sales letters we see every day. In fact, I believe we've even become fairly immune to hype. Nevertheless, there's hype and, then, there's HYPE. Pay attention. The sales letter itself MAY give you clues. Is the seller trying to hustle you? Most sales letters aren't all hard facts. How much is provable? Read very carefully. Oh, you're being pressured by a time limit for a particular price? Of course, you are. That's part of the game. Although J.C. Penny may actually stop a particular sale on a certain date, in the internet marketing field, that probably won't happen. I'd guess at least 95% of the time, the same price will come around again. Be patient, or take your chances. Contact I get as tired of saying this as some of you get tired of hearing it. But, look for contact information - including a telephone number. If this is a high-ticket product, you should even CALL the number to be sure it's good. Do not write to me about how you need to have your contact information hidden to protect yourself or your family. Are you in business, or not? If you don't jack people around, nobody is going to come looking for you. If you're a woman alone - get a big ugly dog. You need one, anyway. What does it Cost? Last week, I promoted a $7 Product on the web site of a seller using a VERY “iffy” technique. WHAT? jl scott did that? Yes, I did it, and I'll tell you why. The sales page reads: ------------ "I've decided to do a bit of a marketing experiment and so for the next 200 43 people I will sell it for just $7. This price can increase at any time though, as soon as this experiment is over the price WILL go up." ------------ This seems to say if you're not one of the next 43 customers, you'll pay more. But, read carefully - it doesn't say that at all. She'll sell it to the next 43 for $7 - and the 44th and the 45th and the 46th, and ... She did NOT say it would STOP at 43. Oh yeah, and this “experiment” can last forever. No date was given. Even the U.S. Federal Trade Commission (FTC) expects us to read with our brains engaged. Why did I promote a product with this kind of “misleading” sales copy? Because the product was good, it was delivered to me appropriately - and it was ONLY 7 bucks. No big investment. As time goes on, the gurus are charging more and more for their “secret” information. I seriously doubt they are teaching everything they know, any more than they would at a seminar. You get SELECTED information. Otherwise, the field would become too competitive for them. When they promise to teach you everything they know, again - engage the brain! Soon, other, lesser known, marketers will decide THEY should also charge thousands of dollars for similar “products.” Any time you're considering paying this much for anything online, you'd BETTER do your own due diligence! Okay - let's get on with how you can check on marketers to see if they're ethical. Organization Seals If you see an organization seal of any kind, you're in luck. First, check to see if it's linked to a confirmation page. If not, contact the organization and ask if this is a true member. If the seal has been used illegally (Yes, it's illegal), run for the hills. You're thinking of doing business with a liar and a thief. If the membership is affirmed, ask if the company has any complaints against it. Also ask how the complaints were resolved. I spend a phenomenal amount of time responding to these kinds of inquiries regarding iCop members. And, I'm not complaining. It's why I'm here. DNSstuff.com Go to www.DNSstuff.com. Go down the page to the form that reads, “WHOIS Lookup.” This will get you the contact info for a domain name. If the registrant of the domain name has used an anonymous registration system, I'd walk away immediately. Google 'Em! Do a Google search on the company name and the seller's name - especially the company name. But, be careful. First, be sure you are looking at results REALLY about this company or person. “jl scott” comes up with several people; a couple of them are rather unsavory characters/sites, and “iCop” comes up with several results having nothing to do with this organization. What you're looking for - with the same, very careful, discernment - are forum posts. Now, posters in forums aren't always reliable. Remember: there are always two sides to every story. Usually, you'll one see one side in a forum. However, if you find MULTIPLE negative posts about a company in DIFFERENT forums, by DIFFERENT posters, then you probably have cause to be concerned. It's unfortunate these are about the only things we have to check online. Sometimes, you just have to go with your gut. And, sometimes, it's your best test. I mentioned promoting a product where I didn't care for one of the tactics used to get the sale. Before it was over, that marketer wasn't answering email, the site didn't work properly and product wasn't being delivered. Of course, I removed the product. Point being: If I HAD used my gut, I wouldn't have promoted her product - even if it WAS good! This article may be republished using the copyright and the following attribution statement: ------------ dr. jl scott is the Founder of the International Council of Online Professionals (iCop™) - and also the publisher of the Internet Marketing Trade Journal.™ Tired of online scams - programs that don't pay - lack of refunds? Learn who to do business with - and who to avoid on the Internet. Subscribe to iCop's FREE ezine: www.i-Cop.org/trade-journal.htm ------------ 
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