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Baiting, then pitching, is the act of promising one thing then delivering on something else, generally in the form of a hard sell (the pitch). I have nothing against baiting in general – that’s what marketing is often all about. However, you do need to deliver on what you promise – if you want to sell, you do it with subtlety. Internet marketing is one area where baiting then pitching is rife, and most users strongly detest the practice.

Email marketing and social media marketing are two of the major problem areas when it comes to baiting then pitching. As a customer, there’s nothing more annoying than receiving a newsletter that offers some advice on how to use a product if I click through to the website only to find that the advice is the sale of the latest version of that product. Yet it happens all the time, and business owners then wonder why their newsletter subscriptions are dropping off.

Social media marketing is no different. There are many instances where businesses have sent tweets or Facebook messages that makes an offer to attract visitors. Many of these offers do deliver – however, there are just as many that not only don’t deliver, they push the sell strategy.

Getting traffic to a website can be a difficult task. The last thing you should be doing is scaring them away again, especially if you are leaving a sour taste in their mouths. Failing to deliver is a business sin when it comes to Internet marketing. Deliver on your promises, and the subtle use of selling tactics will deliver results. Baiting your visitors then pitching to them is one of the fastest ways to scare off visitors.

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