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JUST A PINCH OF REALITY... PLEASE
by Theresa Cahill
All Rights Reserved
© Copyright 2002

In all honesty, haven't we all, in our heart of hearts, 
wished that that "magic wand" would somehow drop into 
our laps and make us instantly famous, instantly 
successful, instantly rich... especially online?

Come on, admit it, it sure would be nice! :)

However... While we're waiting for that to happen, 
let's serve up a tiny dose of reality.

Pure and simple, your success or failure online is going 
to hinge upon your ability to read and follow through 
on what you read.

Everywhere you go, you are required to read something. 
Be it as simple as the "DON'T WALK" - "WALK" sign 
to something as complex as internet marketing. Yet 
are you reading ALL you need to be reading?

Here's a prime example:

You're surfing along and see something intriguing 
online. The headline promises you great things. You
skim, stopping at the bullets and highlighted areas. 
You reach the bottom. In that instant, you do one of 
the following:

1.  Pause, say "naw," and keep moving.

2.  Impulsively buy. Yep, out comes the wallet, plunk 
goes your money, bam - you're done. In other words, you 
blindly spend and hope for the best.

3.  You explore the site a little, but truly do not fully 
understand what's being offered. Yet you go ahead and 
pay for it anyway.

4.  You explore the site as thoroughly as possible. You
get more than a "feel" for the product or service. You know 
how it works. You find and understand the guarantee. 
You look for the site contact information and signs that 
the purchasing method is a solid, reliable, secure system. 
You gain a solid understanding of what you are about to 
buy. Feeling confident, you go ahead and make your 
purchase.

Now, Method 1 requires no explanation. Didn't need it, 
didn't want it, won't buy it - move on.

However, if we are honest with ourselves, a majority of us 
could (and just might) admit to being guilty of Method 2. 
Yes, at some site, somewhere, when you arrived, you formed 
your own opinion as to what was there, gained a vague, 
muddy understanding of what was provided - yet went ahead
and paid for it anyway! (I guess we count on those 
confirmations to help "set us on the right course?") 

Then there's the conscious act of using Method No. 3.
Choosing this method means:

a.  You are truly rushed but purchase anyway. Maybe
someone told you about it, or you believe you understand
it enough already. Not spending too much time, you buy.

b.  You do have the time to read, but don't make good use 
of it. Sometimes we see ourselves as a bit busier than we 
truly are. If this is the case, slow down - especially if 
you are about to part with your cold hard cash or charge 
up that credit card.

Method 3 is almost more dangerous than Method 1 or 2.
By it's very act, it also implies that you believe you DO 
know what you are buying - when in reality you truly don't 
have enough information to be making an informed decision.

At the very least, you would have to agree that both Methods 
2 and 3 are chancey at best - both totally unreliable ways 
to spend money, anywhere. 

Method 4 is, of course, the obvious approach you need when
purchasing programs and services, online or off. Using this 
method, you understand as completely as possible what you 
are spending your money on, what the company provides, what
guarantees, if any, you receive, etc.

And, Number 4 comes in handy if you need to contact 
customer support. Potential back and forth emails to 
and from the company debating what was offered, promised, 
etc., - virtually eliminated! Because you made an informed 
decision, your emails can get right down to discussing
your own issues, without preamble.

Without relying on our ability to read first and act later, 
we all put our wallets at risk each time we log on. Find the 
time to read first! Bookmark and return, make yourself a sticky 
note "I put this here to read." TAKE, MAKE or FIND the time 
to read first!

Commerce is a wonderful thing! But, make your most important 
task online that of reading, then acting. You'll be a whole 
lot happier, and your bank account that much fuller!

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About the Author:
A 12-year veteran of marketing, Theresa Cahill publishes
TheWizWorld Ezine http://www.thewizworld.com and owns and
operates My Wizard Ads, your one-stop spot for ezine advertising, 
solo ads, banners and more. Feel free to stop by for a visit anytime!
http://www.mywizardads.com or send an email to
mywizard@cascadeaccess.com