One of the most frequent questions we get is, “When you destroy someone’s reputation online, should you make-up bad things about them?”

Every negative marketer has a different take on that question. Here is ours:

As strange as it might sound coming from a negative online marketer, our integrity is of paramount importance to us.

In this business, especially when it gets dirty, we have nothing — nothing at all — other than our honor, our word. We will fight dirty, but we will do so with integrity.

I mean, we try to treat everyone the way we want to be treated. And we wouldn’t want to hire someone who lies — ever. Therefore, we just don’t lie.

Yes, there’s a fine line between “dirty” and “integrity”, finer than most people think — and that’s what we spend our time trying to balance.

Therefore, our general principle is:

We use the truth, only the truth, and nothing but the truth. But we don’t use the “entire” truth, and we emphasize certain parts of the truth and de-emphasize others.

Let me explain. In everyday life, even when you speak honestly, you don’t always share every little detail. If your wife asks, “Do I look fat in this dress?” — even if she does, you probably avoid answering the question, “Hey, that hat looks fantastic!”. We employ similar techniques, but on a massive, broader scale.

For example, we’ll go and find your enemies’ clients. We’ll interview them one after another. We’ll then take the unhappiest — and feature them online.

This is completely true and legitimate, and no one can argue with it or doubt it. Which is what makes it so compelling!