Continued from page 1
If for a moment you doubt need for accenting positives and ignoring anything your visitors might construe as negatives, consider putting above two sentences about cats on your site. Those who argue that "real you" in all it's parts should be visible at all times, should also try this.
It matters what we remain true to ourselves. But we must share only positive traits our visitors can relate to. We must accent strengths in our life that enhance our business efforts, and avoid all else.
Utilizing Your New Self
Be professional in all ways. Always be upbeat and positive. No negatives are allowed. Ever. Go extra mile when appropriate. And never ever break promises.
Never misrepresent yourself or your product. Never even exaggerate. In fact if you consistently undersell, you will always over-deliver which of itself assures satisfied customers likely to return for another purchase.
Take honesty to a grand extreme. Never even consider ducking a customer complaint or a request for a refund. Never ever mislead or take advantage of a visitor.
Good news gets about. And news of an honest site will as well. But news of a site perceived as dishonest spreads 10 to 20 times as rapidly. Frankly, few can afford this risk.
Honesty matters even more in what you say on your site. It matters most when seeking to demonstrate expertise. Include only information you know to be so and arguments you know to be sound.
If you haven't got information or argument needed as you write, say so boldly. Your readers will accept a simple, "I'm not sure here, but it seems ..." If it's a point that matters, go find facts, then rewrite this segment later.
Sure, you'll make mistakes. You'll be flat wrong now and then, despite best efforts. But most will not hold you pinned to standard of perfection. A quick admission of error and a simple apology (Sorry, I goofed here.) are quite acceptable to most, provided all else is straight.
However, there is no way at all to "cover" or "apologize" for stated views with which your visitors disagree. You may in fact truly hate kids. But say so on your site, and you'll lose an awful lot of moms and grandmoms. Pops and grandpops, too. There are not a whole lot left when you subtract those who like kids from general population.
While you may feel you are not being completely honest unless you share all your convictions, your social views are not what your visitors came to your site to discover. Share expertise they need, do so completely and honestly, then quit while you're ahead.
Bob McElwain, author of "Your Path To Success" and "Secrets To A Really Successful Website." For info, see Get ANSWERS. Subscribe to "STAT News" now! mailto:firstname.lastname@example.org