When I was a little boy in school, I learned a story about 3
bulls who were brothers.
The gist of it was that a lion got it into his head to feed
on the brothers. But he couldn’t fight all three by himself. So one by one, he took
aside the brothers and convinced them to turn on each other, promising in
return that he’d never eat them if they help.
Out of fear for their own lives, each agreed to help the
lion against his brother.
The lion was now able to single out the bulls and defeat them
one at a time. Every time the lion repeated the scam, he fed on one of the
brothers. Until the last bull.
With no one left to defend him, the last bull met the same
fate as his brothers.
I think the moral of the story is obvious.
But here’s why the three bulls occurred to me.
In the Home Business industry, people are getting scammed
and cheated out of their money every day.
Most of us see this stuff going on and sit aside, passing judgment…or
associating publicly with known scammers, often siting the “law of the jungle”
as justification…survival of the fittest.
I wonder how many people actually do more than sit aside and
watch their brothers get gutted?
In our industry, I’ve seen cheating at every level.
Business cheats customer.
Customer cheats business.
Partners cheat one another.
Lying, stealing, cheating. It’s everywhere and it’s
Most people see it, and they resolve to become better
Not I. A few years ago, I made a bold move and struck out on
my own. I wanted to run my business with integrity…not just for myself. But for
everyone who comes in contact with me.
This meant I had to ignore everything I’d ever learned about
what converts and what doesn’t and find my own ways to sell…without the underhanded
devious practices that pass as “norm” in this industry.
I know I’ve made myself extremely unpopular by being
brutally honest about how HARD it is to have a successful Home Business…and how
much time, energy, and investment it REALLY takes to get these “overnight”
results that others claim so easily.
I know you don’t love it when I tell you what you don’t want
I know that when I put out products without offering the
usual guarantees and refund policies the rest of the industry does, i miss a
Yet I’m very stubborn about my “no refunds” policy. And I’m obvious
and up-front about it, no matter how many products I launch.
See, refund policies in this industry are an open invitation
for customers to cheat a business.
Most businesses who offer a refund policy are playing a numbers
While they offer refunds, they count on you “forgetting” to
ask for one. And should you ask, it’s not usually a big deal, because the boost
in sales they see by eliminating risk, far out-matches the number of refunds.
It doesn’t mean there is more satisfaction with these guys’
It just means they bet on most people not even consuming the
product, let alone getting around to realizing how crap they are.
In other words, they invite you to cheat them, but they
count on you forgetting to do it…thereby cheating you.
On the other hand, I choose to eliminate risk by being up
front about your risk.
Then it’s on you, with all the information in front of you
to decide if you’re willing to take a chance on yourself…and me…or not.
Either way, if I disappoint, I’m not likely to get your
business again…repeat business is where YaghiLabs makes most of its money.
See, if we don’t stand up for EVERYONE’S right to make an
honest living online, we may as well dig our grave with our own hands.
Running a business with integrity doesn’t actually HURT your
bottom line. It just means you market differently from the “norm”. For example,
you focus more on creating repeat sales than on creating first-time sales…which
is actually easier and more profitable.
It’s also a more efficient use of traffic, because you tap
into the FULL potential of a customer’s buying power instead of scraping its
surface with one-time sales…and constantly having to get fresh leads to make
Selling with integrity actually makes you stand out like a
I mean, who wants to do business with a liar and cheat
You don’t. I don’t. Nobody!
The techniques I’ve discovered while selling with honesty,
they’re actually far more powerful and long-lived than most of the copywriting and
direct response tricks taught by other trainers in this industry.
They’re also easier to master and execute.
And they make a lot more money…from less traffic.
If you’re an honest person who doesn’t want to turn into the
hype-monsters that most of the “successful” people in this industry are, then
check out Communicology 701.
In these weekly workshops, I share my experiences in selling
effectively with integrity…by telling the truth…in an interesting way that
makes people oddly attracted to you. Most of this stuff was self-taught and it’s
the result of many lonely years of work.
And of course I had HUGE help from a few like-minded people…my
dedicated team of interns and students…and my amazing mastermind of top copywriters
Ben Settle, Doberman Dan, Caleb Osbourne, and Mike Dolpies.
You can get more details about Communicology here…