Let’s be honest. When we market our products, we want to paint them in the best light. You’re not going to write an ad that says, “This problem is okay. I think it might help you.” That’s a sure ticket to the poor house. However, there is a very fine line between raving about our product and telling outright lies about it. This article is going to take a close look at that fine line and offer some suggestions on how to make sure you never cross it.

As an example, let’s take a typical make money product, since so many of us are into that particular niche. Let’s say it’s a blueprint for flipping websites that, IF followed, could bring in a solid $4,000 a month. Now, let’s say we’re designing a headline for our text ad. It might read something like this…

“Site Flipping Blueprint Could Earn You $4,224 Per Month”

Take a very good look at that headline. The key word in it is “could.” We’re not making any promises here. We’re simply saying that if you follow this blueprint, you COULD make $4,224 per month. Now, if you were to leave out the word could, replace it with the word “will” and then add the word guaranteed at the end of it, now you are venturing into the land of lies.

With the latter example, you are saying that a person WILL earn $4,224 per month and that it’s guaranteed. You can’t possibly make that kind of claim because you have no idea how well the person at the other end of the equation is going to be able to follow your blueprint.

Okay, this is a rather obvious example, I realize that. I had to make it obvious to illustrate the point. In this case, the line isn’t really so fine, is it. However, there are going to be cases where the headline you come up with is going to come dangerously close to that line, if it doesn’t go slightly over it. How can you tell?

This is not a hard and fast rule. In these matters, there are no hard and fast rules. That’s why we have courts to determine when somebody has engaged in false advertising or misleading advertising. So my rule of thumb is simple.

Take your headline and analyze it. Ask yourself this one simple question.

“Is my headline true 100% of the time?”

If it’s not, then you have crossed the line. It is THAT simple.

Essentially, once you start making promises, that’s when you get into trouble. Don’t make promises, and you’ll be fine. But please check with a lawyer before you do anything you’re not sure of. This is not legal advice. Just some common sense that I’ve learned in 7 years of marketing.

To YOUR Success,

Steven Wagenheim

Want to know what the 7 Deadly Sins of Internet Marketing are? Get my free report at http://www.stevewagenheim.com/7deadlysins/7deadlysins.html and save your business from going down the tubes before it even has a chance.