Ethical Business Practices #3 and final

You know those great endorsements you see for products and services, both on and off the Internet? They are usually made up! The person the endorsement is attributed to rarely wrote it.

This sounds pretty sleazy, and sometimes it is, although sometimes it is legitimate. It is hard to write a great endorsement - one that is effective. Someone may think you have the best product, service, or whatever on the planet, but they can't necessarily express that easily, quickly, and effectively. You on the other hand, having a vested interest, can spend time coming up with great endorsements.

Now that you've written great endorsements, you need someone to "sign off" on them. You tell Amy, one of your best customers, "Hey Amy, I'd love an endorsement from you. Here are some examples you can choose from if appropriate or feel free to write your own."

Amy will now likely endorse your product as "Increased my profit by 33% in less than a week," instead of "I like Ted's stuff - I'm very happy." Which endorsement do you think will work better? This is a rhetorical question! Obviously the first one!

Now if your "stuff" didn't really increase Amy's profit by 33% in less than one week, then you are a slimebag!! If it did, and you simply helped Amy choose a very effective endorsement, and many people would say that's entirely OK.

I didn't write any of my endorsements - But my "stuff" is great! Actually my web guy says I need more endorsements. Hmmmm, I could have fun with this . . .