> So before anyone starts to think they should
> be over-hyping their sales letters and
> starts over promising and under delivering
> just to make a sale -- I think you need to
> take a good long look at yourself, your
> beliefs, and your values.

I think that targeting a higher return rate, as suggested in the original post, can make sense, and is not necessarily bad or immoral.

Let's suppose you don't promote your products that well, and you sell 100 products, with 3 customers returning it. After deciding this is too low, you decide to put more effort into marketing.

You do some more aggressive marketing, and you sell an additional 100 products, but this time 12 people return the product. Suddenly your return rate has jumped from 3% previously to 12% on this batch.

Is this immoral? I don't think it is. It means an additional 88 people have gotten a product they find useful, that they may not have gotten had you not marketed more aggressively. Of the 12 people that return the product, what do they lose? They've gotten their money back.

If you believe your product has value, and is of use to other people, I don't think there is anything wrong with targeting a higher return rate.

It's important to keep in mind, however, that this makes more sense and works better with products rather than services due to the ease in which they can be returned.

Best Regards,

- Thomas.