If you don't have 10% returns then you aren't tryin!

> I could care less if Joe Sugerman (remind me
> not to buy anything from him) or any other
> "guru" spouted this kind of crap
> to me. They aren't responsible to my
> customers, my clients, and don't have my
> best interest in mind. They have no idea how
> I want to operate my business.

> 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.

> Imagine answering your daughter or son:

> "Don't tell your school mates and
> teachers what I do. It is based on being
> deceitful. See... what I do is pry hard
> earned dollars from the tight fists of
> SUCKERS who only dream of getting rich.
> There isn't a chance in h*ll they will
> succeed as long as they keep buying from
> your dear 'ol dad."

> You asked what everyone thinks Mike, so I
> told you how I feel about it. It is my
> choice NOT to run a business like that. What
> do you choose Mike?

> Best Regards,
> Steve MacLellan

I am reposting a critical part of the article...

"The return rate he was referring to is the percentage of customers who purchase an item, receive it and then, for some reason, return it. At the time, a typical return rate was anywhere from 10 to 15%. Some customers might change their mind about the item, find it cheaper somewhere else, or just plain try it and not like it. If you had a return rate over 20%, there was usually some latent defect in the product, or the product wasn’t described properly and therefore didn’t fulfill the customer’s expectations."

Where does Joe talk about being dishonest? As a matter of fact he is saying that a rate over 20% is not good and certainly doesn't suggest making claims that are going to shoot the return rate up that high (or higher).

What he is saying is that most marketers do not sell their products hard enough...consequently you (the marketer) is leaving hard-earned dollars on the table for others to get.

That's all Joe is saying...nothing more, nothing less. It's not about deceit. It's about marketing your products as stongly as possible so that you can get a acceptable return on your investment.

Take care,

Mike Winicki