Integrity For Sale: $250

A few weeks ago I sent out an e-mail marketing piece to my list

, advertising a marketing product. It was fascinating because it achieved two "firsts:"

1. It was the first time I had marketed something that I hadn't personally used, or had a reasonable assurance from somebody that I trusted that it was a good product.

2. It was the first time one of my subscribers wrote me a letter like the following, which I share with you word for word, with permission of the writer:

Dave, I'm as interested in new methods as much as anyone.

But if this guy can make SO much money SO quick and SO easily...

Then what does he need my $37 for? And why is he willing to share it with me? If I knew how to do what he's claiming, I wouldn't sell it at all. And if I did, I would sell it for THOUSANDS and THOUSANDS of dollars.

I also don't believe he's limiting it to 300 people only. I suspect that is probably a flat-out lie.

And to cash in on his guarantee, you have to "prove him wrong." Which, technically speaking, could be impossible...even if his system was a total sham.

Dave, please don't cheapen your own name and reputation with crap like this.

Definitely not one of your better emails, Dave. Please keep it real. This looks desperate.

=== End Of Email ===

Why am I sharing this? Well, he asked me to keep it real, and this is as real as it gets. I'm making public my mistake, so hopefully you won't do the same.

Secondly, it was a wake-up call. A good list of people that trust you and your recommendations is a priceless thing. I only made about $250 on that blast, but in hindsight, I would be better off to not have the $250 and not lose integrity with my list!

Thirdly, it's a great example of how negative e-mails can be more valuable than positive ones. I love glowing testimonials as much as anybody, but in contrast when somebody steps up and calls me on the carpet, they are doing me a huge favor. In this case, it made me realize I had made a mistake, and my tribe could tell. I immediately made a course correction and decided to never promote something in the future that I wasn't absolutely sure would be of value to my list, and in keeping with the reputation I want online.

So next time you're preparing to send out that questionable offer, remember the real price of what you're doing. You might make a little cash, but lose something worth much more: your reputation.

Integrity For Sale: $250

By: Dave

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