Due Diligence in the 21st Century… get your facts straight, first.
by Dave Cottrell
Due diligence is one of the most important things you can do before you start working with any affiliate or mlm organization.
Any so-called business can make any outrageous claim they want on a website. While some are blatantly obvious thrown together sites filled with typos, bad copy and erroneous statements, there are thousands of very slick, well-written, professional-looking sites. The crooks and con artists know how to fool people!
The common thread between an honest business site and a con artist’s site is that BOTH are involved in sales. They are both trying to convince you that your life will improve if you take them up on their offer. Depending on the skill of the copy writer, they can be very convincing.
You, as a reader, need to be aware that one of the key skills in writing good copy is to be able to appeal to the emotions of the reader. If the copy is properly written, your mind will tell you that if you take the deal, you’ll feel better, live longer, make more money, have a happier life, get more visitors, or many other things too numerous to mention.
It doesn’t matter if the information you’re reading is false. Your mind will believe it, because it wants to believe it. The “fact” that it’s going to solve your problems and make your life better has great emotional appeal!
You, as a savvy business person, need to set your emotions aside and do something you’ve likely heard of many times before, called DUE DILIGENCE. What that means is, you immediately start digging to find out all you can about the company behind the website. Use the search engines and Whois to find out all you can. Follow the links on forums. (Note that forums are often deceiving in themselves, because the writers will often post links that when followed prove their assertion to be false.)
Don’t be satisfied with Page One information on the search sites! Many promoters flood the first few pages with cooked up “reviews” and “scam reports” that are really just advertising for the product or company you are checking up on. You really need to dig a lot deeper.
Look for proper contact information on the website and use it to ask questions about the company. If you get no reply, or can’t find the information, stay away from that company!
Don’t let a friend’s excitement cloud your decision! Just because a company has a history of paying doesn’t mean it will continue to pay. One of the classic tricks used in Ponzi and pyramid schemes is to start out paying on time and regularly. Then, when a certain point is reached – often right before the company would collapse anyway, the owners take the money and run, leaving YOU broke, angry and… sad.
Make sure there really is a product or service that has real value.
Some companies actually have NO product or service at all, but simply sell the so-called plan, which you in turn try to sell to someone else. Stay away from companies like this. Also, stay away from companies whose product is something you can get somewhere else at no cost. Never mind that they say theirs is somehow better and therefore worth paying for. Chill the emotions and see what you’re really paying for, because that’s what you’re going to be trying to sell.
Avoid pre-launches that give you no information about the coming business venture! They are used to hype up the “venture” before it comes on line, to drive up the emotions in advance of the launch. It is a trick that works well with products or services that are basically very boring, difficult to understand, poor quality, expensive, or all of the above.
By steadily building up excitement during the prelaunch, the sales team is priming you to jump as soon as the PAY NOW button appears. They constantly publish the numbers of people joining during prelaunch and strongly suggest that it’s so popular that anyone who jumps in and pays as soon as it launches will be guaranteed to get wealthy.
I’ve been involved in sales and networking for 35 years and have never seen someone get rich from taking part in a hyped-up pre-launch. I HAVE seen a lot of people lose their savings on junk “businesses,” and I HAVE seen a lot of con-artists get indicted. I’ve also seen a lot of people make a lot of money from choosing a really good company and working really hard to make it work.
So, if you’re SERIOUS about building a long term, profitable, paying business, start looking for a real business and do your due diligence. Visit the forums, blogs and websites of people who deal in solid facts and learn from them. Stay away from all the hype artists that promise you a million dollar income with practically no effort or money. Take a serious look before you leap! You’ll succeed much faster by slowing down first. Get your facts straight!