And don’t tolerate customers who do either…
Anyone who has done any customer service knows what I’m talking about here.
Charge money for literally anything, and SOMEONE will come out of the woodwork calling you a scammer.
This investment newsletter didn’t triple my portfolio in 2 weeks. Scam!
This book contains information I could have compiled from hundreds of independent sources online for free. Scam!
I drank this bottle of water but now I’m thirsty again. Scam!
My subscription renewed after I decided to cancel but didn’t tell anyone. Scam!
To be clear, there ARE actual scams out there.
Looking at you, Nigerian prince…
But people are getting WAY too carried away with labeling things scams these days.
- Anything they can’t afford.
- Anything that requires thought, work, or effort.
- Anything related to money or investing.
- Anything health or weight loss.
- Anything with renewals or continuity (especially when this is CLEARLY disclosed beforehand.)
- ANYTHING with a trial plan. (we’ve talked about this before.)
- Anything they change their mind about or regret buying.
Some of these objections can be prevented. Some are even almost reasonable, under certain situations.
If you’re hiding something in fine print hoping people won’t see it, you will be accused of being a scammer, even though technically you’ve done nothing wrong.
I’ve been thinking a lot lately about language and preciseness of words.
What you say matters, and so does HOW you say it.
This goes for everything. Copy on web pages, verbal communication, marketing, and yes, customer service.
Every piece of communication that comes out of your customer service department is an opportunity to get things right….
Or to get them very wrong.
Get it wrong, and you’re an evil scammer.
Get it right, and a few people will still say that because they’re crazy. Get these customers out of your business as soon as possible.
If only a few people are accusing you of being a scammer, you’re fine.
If NOBODY is saying that, you’re playing it too safe.
But if a lot of people are saying it, you’re making mistakes in your communication.
Mistakes I can help you fix. (Just send me an email.)
Let’s send the word “scam” back to the sands of Nigeria where it belongs.
— Mark
