A service is a promise. You’re selling the promise that at some future date, you will do something. This means what you really are selling is your honesty. Tricks and gimmicks aren’t honest. Gimmicky headlines, swimsuit models, direct marketing tricks—they’re all a form of bait and switch. And these tricks say one thing. They tell your prospects you are willing to trick them. And that tells your prospects that you’ll try to trick them again. Don’t. No tricks.
