2500 or so years ago, Hippocrates coined a perfect phrase for affiliates and medical personnel. His oath, still used in medical schools around the world, is summarized by the simple phrase “do not harm”.
A couple of weeks ago I wrote on the lifetime value of a customer. The assumption in that post is that you will maintain a customer for a long period of time. Today, let’s consider what happens if you don’t. If you violate the oath and they decide not to read or engage with your site again. Ever.
This happens for me periodically. As an active reader of blogs, I find that not every site can maintain the level of quality or analysis found in the post that first “hooked” my attention. Sometimes my interest or consulting assignments change, and I no longer care about topics like graphics software or WAN optimization. (Don’t ask.)
But sometimes, bloggers harm me. I don’t mean physically. The blogger has promised me a good, insightful read on a topic I care about and they violate that promise. Repeatedly. And when a writer lacks the discipline to focus, I wander as a reader.
Daily Conversions has written many times about honing your writing and message because it is so critical to a successful affiliate. Don’t meander. Don’t pontificate on some unaligned topic. Don’t waste my time. Go back over your last couple of months of posts. Starting with a blank sheet of paper, ask yourself, what would a reader think of my site based only on these posts? Then ask yourself, is that who I want to be? Is that who I am?
At Daily Conversions, we are committed to writing on action-oriented marketing – affiliates and direct marketers who are looking for a specific and repeated response rate from readership. We have taken the oath. We will do you no harm.
And if you ever disagree, let us know before you wander off.