Page 210 - Duct Tape Marketing

194 Part IV: Getting the Word Out without Advertising

Managing an ethical direct sales program

The Direct Marketing Association warns against without question and for any reason. If you
the two biggest direct sales landmines: nonde- offer a risk-free trial, then you can’t charge
livery of merchandise and misrepresentation of the customer until the product is received
offers. Every year a few direct marketers hurt and met with satisfaction. If you do not plan
the reputation of all by implementing programs to refund a customer’s money under any cir-
that fail to communicate honestly or to deliver cumstances, your marketing materials must
the products as promised. If you sell directly, state, “All sales are final.”
protect your own reputation and the reputation
of all who participate in direct marketing by fol- State the estimated lag time between order
lowing this advice: receipt and product delivery. If the average
order takes four weeks for delivery, avoid
Be clear, honest, and complete in your complaints and concerns by informing cus-
communications. Your ad is the shopping tomers in your marketing materials and at
experience for direct buyers, so make it the time they place their orders.
thorough and consistent with what the cus-
tomer will see upon receipt of his or her Get good customer data. Your ability to
order. Be accurate in the way it describes deliver relies on good customer input. In
your product and represents your price, your marketing materials, ask respondents
payment terms, and extra charges. Don’t to use ink on the order form and to print
make outlandish claims and don’t make clearly (especially the name and address to
promises that defy belief or that you can’t which the order will be shipped).
live up to.
Describe payment options. Require that
Describe the commitment involved in plac- payments be made by check, credit card, or
ing an order. Decide how you will handle money order. Do not allow cash transac-
returns and communicate your policy in tions. Credit card privileges increase
your marketing materials. Be aware that response rates, so plan your policies
there are laws enforcing honesty in direct accordingly.
mail marketing. If you promise “satisfaction
guaranteed” (or if you make a money-back Log consumer questions and complaints.
guarantee), Federal Trade Commission reg- If — in spite of your best efforts — your ads
ulations mandate that you give a full refund still result in misunderstandings, pull and
revise them.

Marketing with Direct Mailers

All direct mailers, regardless of look, message, or purpose, are alike in one
way: They go straight to your prospects’ mailboxes rather than reaching
them through broadcast and print ads. For a look at the differences between
direct mail and mass media communications, see Table 13-1 earlier in this
chapter.