GUIDELINES FOR DIRECT MARKETING

Do you receive phone calls or correspondence from customers stating that your directions or product information is unclear? Do you receive complaints that your product or service description does not match the actual product or service? If you have received this feedback or wish to prevent this type of feedback, consider establishing your own set of guidelines for direct marketing.

One such guidelines for direct marketing is to establish a clear and honest offer. Be sure to communicate the exact nature of what is being offered, the price, the terms of the payment and the commitment that may be involved in the placing of an order.

Another guidelines for direct marketing is to be accurate and consistent. Determine to keep all statements and representations of your product or service simple. All of the essential points of your offer should appear in your promotional material. Stay away from text that is filled with jargon or is too complex to be understood. Make certain that the reader will take away a legitimate picture of what your product or service really is.

In addition, another guidelines for direct marketing should be to stay away from marketing materials that specifically and negatively address a competitor’s product or service. While many readers are “turned off” by this type of negativity, there are also federal and state laws that prohibit this type of disparagement.

When considering photographs, illustrations or artwork to depict your product or service, use the following questions to assist you in utilizing guidelines for direct marketing: have I used “stock” photos or actual photos that portray my product or service? Is the size, height, weight, color or any other critical information provided in the copy or description of the product?

Lastly, when establishing guidelines for direct marketing, be sure to clearly indicate the sponsor of the product and the purpose of the contact. A customer that feels he has been tricked, confused or disappointed is a customer lost. In this day of competition, no company can afford lost customers.