I want to thank Martin Avis of the Warrior Forum for bringing this up this morning. It is something that has been driving me crazy for a long time. I'm talking about people who don't read the posts at forums but just kind of skim through them. Then, they make some half witted comment based on what they skimmed that, had they actually read the whole post, would have realized made no sense at all. Yes, this stuff drives me crazy. But it's not just forum posts.

At the Warrior Forum, we have a WSO section. This is where we sell products at a discount to other Warriors. Well, this morning, I got an email from a customer saying that he expected something different from my product than what he got, based on the testimonials on the sales page. Well, had he actually read the entire sales page he would have noticed two things.

The first thing he would have noticed is that the testimonials were for previous products that were similar in nature, but not quite the same. This was clearly stated before the listed testimonials. But even if he had missed that line, there is a section of the sales letter that specifically states, in big bold letters, what actually DOES come in the package. It is all spelled out in black and white. But once again, people just don't read. They skim, think they know what's going on, and then make their decision based on incomplete information. That is a very dangerous way to run your business.

For one thing, what if you were to purchase a service and in the terms of service there were certain things that it specifically said you couldn't do? What do you think would happen if you did those things? Do you not think it would be perfectly within the rights of the service provider to ban you from using their service? What would your defense be? That you didn't read the whole terms of service? Whose fault is that? It's certainly not the fault of the service provider when everything is spelled out.

And I could go on and on about all the dangers of not reading. But I think you get the point. Words are put on a sales page or terms of service or even a forum thread for a reason, at least by those who are actually serious about their communication to others. If they didn't want you to read every word, they would have left some of them out. When I write something at a forum, every word is important because I choose them very carefully.

So, if you're going to participate at forums and comment on threads, please at least take the time to actually read what's there.

Otherwise, you're going to look like a little foolish when you start arguing with the OP and your argument is actually backing up what was said.

To YOUR Success,

Steven Wagenheim

Author SIG

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