Loss Leader v. Bait and Switch

I recently read an incredibly informative book on digital first marketing. The author offered a companion workbook in exchange for a valid email address. I provided my email address, presumably so he could send the download link. But then, a message popped up on my screen. Instead of receiving a link to the workbook, I was to receive an email containing “further instructions” on how to get a workbook.

He moved the finish line after I’d already given him my email address. In legal terms: he breached the contract. He’d made an offer to anyone reading his book. I accepted his offer by providing what he requested, my valuable email address. Then, he failed to deliver. It was a classic Bait and Switch.

Bait and Switch Schemes Are Costly

Although I’m not going to sue him for damages, he did lose something. He lost a 5-star rating and rave review for his book. Now, he’s getting a 4-star rating without a review. In addition, I did not open his “further instructions” email or any other communication from him. Most important, I don’t trust him enough to consider his social media consulting services, which is the reason he offered the promotion to begin with. He lost the opportunity to guide me down his sales funnel. Frankly, I don’t want to be taught how to deceive and piss off my prospects. So, his services are not a good fit.

Don’t do that to your prospects. Don’t offer a free assessment to anyone who calls, then, after they call, tell them you’ll subtract the value of the assessment from their final bill. They don’t have a “final bill” because they haven’t agreed to buy anything from you. All they’ve agreed to is a sales appointment after you assess whether they have a problem that they consider important enough to spend money on. If you can’t convince them that they have a problem they should address, they don’t owe you for your assessment.

How to Structure a Loss Leader

If you intended to sell assessments, you should have said so in your original offer. For example, “Find out your exposure with a $50 damage assessment. No obligation to purchase more. If you do decide to go with us, we’ll even subtract the assessment fee from your repair bill!” That would be a valid use of an assessment as a loss leader.

But promising a free assessment then reneging after the person calls to schedule one is a bait and switch. It’s unlawful and it’s reputation-ruining.