In all honesty, haven't we all, in our heart of hearts, wished that that "magic wand" would somehow drop into our laps and make us instantly famous, instantly successful, instantly rich... especially online?

Come on, admit it, it sure would be nice! :)

However... While we're waiting for that to happen, let's serve up a tiny dose of reality.

Pure and simple, your success or failure online is going to hinge upon your ability to read and follow through on what you read.

Everywhere you go, you are required to read something. Be it as simple as the "DON'T WALK" - "WALK" sign to something as complex as internet marketing. Yet are you reading ALL you need to be reading?

Here's a prime example:

You're surfing along and see something intriguing online. The headline promises you great things. You skim, stopping at the bullets and highlighted areas. You reach the bottom. In that instant, you do one of the following:

1. Pause, say "naw," and keep moving.

2. Impulsively buy. Yep, out comes the wallet, plunk goes your money, bam - you're done. In other words, you blindly spend and hope for the best.

3. You explore the site a little, but truly do not fully understand what's being offered. Yet you go ahead and pay for it anyway.

4. You explore the site as thoroughly as possible. You get more than a "feel" for the product or service. You know how it works. You find and understand the guarantee. You look for the site contact information and signs that the purchasing method is a solid, reliable, secure system. You gain a solid understanding of what you are about to buy. Feeling confident, you go ahead and make your purchase.

Now, Method 1 requires no explanation. Didn't need it, didn't want it, won't buy it - move on.

However, if we are honest with ourselves, a majority of us could (and just might) admit to being guilty of Method 2. Yes, at some site, somewhere, when you arrived, you formed your own opinion as to what was there, gained a vague, muddy understanding of what was provided - yet went ahead and paid for it anyway! (I guess we count on those confirmations to help "set us on the right course?")

Then there's the conscious act of using Method No. 3. Choosing this method means:

a. You are truly rushed but purchase anyway. Maybe someone told you about it, or you believe you understand it enough already. Not spending too much time, you buy.

b. You do have the time to read, but don't make good use of it. Sometimes we see ourselves as a bit busier than we truly are. If this is the case, slow down - especially if you are about to part with your cold hard cash or charge up that credit card.

Method 3 is almost more dangerous than Method 1 or 2. By it's very act, it also implies that you believe you DO know what you are buying - when in reality you truly don't have enough information to be making an informed decision.

At the very least, you would have to agree that both Methods 2 and 3 are chancey at best - both totally unreliable ways to spend money, anywhere.

Method 4 is, of course, the obvious approach you need when purchasing programs and services, online or off. Using this method, you understand as completely as possible what you are spending your money on, what the company provides, what guarantees, if any, you receive, etc.

And, Number 4 comes in handy if you need to contact customer support. Potential back and forth emails to and from the company debating what was offered, promised, etc., - virtually eliminated! Because you made an informed decision, your emails can get right down to discussing your own issues, without preamble.

Without relying on our ability to read first and act later, we all put our wallets at risk each time we log on. Find the time to read first! Bookmark and return, make yourself a sticky note "I put this here to read." TAKE, MAKE or FIND the time to read first!

Commerce is a wonderful thing! But, make your most important task online that of reading, then acting. You'll be a whole lot happier, and your bank account that much fuller!