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The Art of Ethical Persuasion • White Hat Crew
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Are Business Ethics Profitable?

Last July, I posted an article, inspired by Seth Godin, entitled Do Only Cheaters Prosper? Something one of my Twitter followers, Robert Medak, wrote recently brought the question back to mind yesterday. He said: Treating customers ethically and honestly is good for your bottom line, customer retention, and word of mouth advertising. What you are...
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The Secret to Using Auto-DMs on Twitter

The verdict is in on auto-DMs -- those direct messages you receive shortly after following somebody on Twitter. The judge and jury agree: everybody hates 'em. Some people unfollow anyone who sends one. Don't use 'em. But wait...breaking news! The decision has been overturned on appeal! That is, if you know how to write an...
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Thou Shalt Know Thy Customer #BlogRiff 1 of 20

If marketing had 10 commandments, one of them would be "thou shalt know thy customer". It's not difficult to get a general idea of why this is important. For example, you have to know your customer to know what kind of sales pitch will appeal to them. If your product has two benefits, and most...
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How to Get Your Blog Featured Here

I was thinking today that I'd like to do something for my subscribers -- something to benefit you, and to build some relationships. Those are themes that keep popping up in different ways in a lot of the things I'm doing and reading recently: do a favor, work together, build relationships. Nice ideals. But without...
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Should You Display Customer Reviews of Your Product?

Amazon.com is running an ad on TV where they brag about all their innovations. And they deserve to brag. Heck, I'll brag for them. My dad bought me a Kindle for Christmas nearly two years ago, and it's the one present I've used every single day since getting it. Awesome innovation. Another thing they brag...
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You Don’t Need 10,000 Twitter Followers, You Need…

You've seen the ads offering to sell you 10,000 followers on Twitter. How valuable do you think it would be to have 10,000 followers? If all 10,000 were actually listening to what you have to say, it'd be worth a fortune! But how many really are? Somewhere in the neighborhood of none? Probably. At least...
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Pre-Sale Upsell Pricing and Strategy

You've heard a million times that you can increase your profits by asking customers the equivalent of McDonald's' "Would you like fries with that?" But what should your upsell be, and how should you price and pitch it? Terry Dean offered some good advice on the subject today: A pre-purchase upsell is when you mention...
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Work From Home Or Get An Office?

Ever since I stopped working for "The Man", back before the turn of the century (does that make me sound old or experienced? :-), I've been working from home. While I was single, it was easy enough. But marriage and children have made it a bit more challenging. For example, at this very moment, my...
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Free Kindle Download: Riffs on a Purple Cow (Inspired by Seth Godin)

For the next 5 days, you can download a free copy of my new Kindle book, "Riffs on a Purple Cow: a Collection of Articles Inspired by Seth Godin" from Amazon.com. If you don't have a Kindle, get a free Kindle reader app for your computer, tablet, or smartphone here. If you've been reading this...
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Rethinking “Critical Mass” in Marketing

Have you ever had an idea for a revolutionary product or marketing campaign, that you built on pure adrenaline, launched, ... and then waited as tumbleweeds blew by? Have you ever set up a blog, posted a bunch of great content, and then ... tumbleweeds? Have you ever been involved in any project that you...
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Get to Know Us

White Hat Crew Hi. I'm Antone Roundy. I'm a strong believer in ethics, and have always tried to practice and promote ethical behavior in an industry where many slip over to the dark side. At White Hat Crew, I'll share insights into internet marketing, with extra emphasis on ethical issues.

Read my Internet Marketing Ethics Manifesto

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Riffs on a Purple Cow

Riffs on a Purple Cow is a Kindle eBook containing collection of articles I wrote, inspired by Seth Godin. Download your copy from Amazon.com.

It's also a demonstration of the blogging and business method outlined in my eBook, "How to Build and Operate an SEO Content Factory", which you can download for free in either of these formats:

PDF | Mobipocket (Kindle, etc.)



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Tools I Use to Blog and Podcast

Here's a list of all the tools I use to publish this blog and podcast, and an outline of the process that makes it easier than you might think.
High Output Management
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