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I
used to clean windows at the authorized PADI dive resort ...
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Getting
a temporary job at McDonald’s, PADI or General Dynamics is not
exactly the same as being the owner of the same business.
It is
important how you use marketing tools when presenting yourself and
your own business. It's so easy to use tricks to attract attention,
however, these same tricks can bite you in your ass.
Would you
trust a guy who is trying to mislead you, trick you, deceive you - to
be your chosen dive operator?
a) no, as ethic
principles are essential in this business
b) no, cheating
in any way and diving is not a good mixture
c) no, thank
you
d) no way
Therefore it's rather important
also how we approach our internet marketing. By using half truths,
tools that are on the border of legal (or on the other side),
implying to our potential customers we or our business are something
different from what we are – this is all an absolute no go.
In
any business, in diving business even more, we have to trust each
other fully.
On the other hand, there is even some advantage
of sleazy “marketing” techniques also for customers searching for
information.
If you are searching for a fine diving operator such
as a PADI dive resort, and see among top results “Tauchen Plonge
PADI Bali – me give you good dive...”, probably some warning
bells will sound. Yes, you are right, guy is just trying to get you
to his miserable dive shack and of course he has nothing to do with a
real PADI dive shop.
You also have to understand why somebody
would risk to be seen as a trickster. As this can be really
counterproductive in long term for him. Or even in short term.
Number
one reason is usually inability to establish a recognized and
respected name of his own business. And a good portion of greed. And
moral standards at absolute zero.
So he feels there is no other
option than hijacking another recognized and respectable business
name to catch some customers.
My dear, young (and not so
young) diving colleagues, when trying to keep your business above the
water please keep this on mind.
In whatever form you present
yourself and your business, always stick to the truth. I mean the
truth. Not half truth. Not omitted truth. The truth.
If it's not
in your favor today (you have just started, you haven't got enough
experience), so what? Replace it with your enthusiasm and experience
will be there as time moves.
Recognition and respect will come. If
deserved.
Never, ever use any unethical “shortcuts”, stain of
sleaziness you can not wash away so easily.
And for old
sinners:
Go forth and sin no more.