I recently saw a discussion where one guy said he had got an unethical idea how he perhaps could trick customers to buy from him. While some people would think it would be an easy way to gain some money, there are some fundamental flaws in this type of thinking.
Tricking people is tricking yourself
The fundamental problem with this type of “how to trick some people to purchase something” is that it focuses on the first sale. Not 4th or 6th sale – but first. It could be said that it’s one of the “principles of marketing” to focus not just on the first sale, but the fact on how to get your loyal customers to buy again. Over and over.
Getting 1 dude to purchase 10 times is much easier than getting 10 new customers to buy once
That’s the problem. The cost of getting the first sale is much higher than getting the second, or third sale from single customer. If your strategy is to trick customers – you end up tricking yourself since getting new customers requires much more effort from you than selling to your old customers.
And then there are the charge backs…
The other truth about tricking people: it just leads to more credit card charge backs. If your product is flawed, and you’ve tricked somebody to purchase it – he will call to his credit card company and require a chargeback. You end up empty handed.
And talk about word-of-mouth
Another reason why tricking people is not a good strategy, because there’s absolutely no viral aspect in it: nobody wants to recommend a product that’s not working. You won’t get anybody to recommend an useless product if they were tricked to purchase it.
Strategies based on tricking people are not going to work: they won’t help you build long term relationships and income. Since trickery provides no value to customers – it cannot sustain.
Whenever you are thinking if you should do things that sound unethical, ask yourself: “If I’d be the customer – would I want to be marketed in this way?”
The only way to trick customer to buy something is to provide extraordinary value.