Direct marketing can be a strong weapon for stone professionals as long as it is implemented accurately and ethically. The Direct Marketing Association’s Guidelines for Ethical Business Practice lay out of the basic rules clearly. And here are some highlights: Honesty and clarity of offer: All offers should be clear, honest and complete so that the consumer may know the exact nature of what is being offered, the price, the terms of payment (including all extra charges) and the commitment involved in the placing if an order. Before publication of an offer, marketers should be prepared to substantiate any claims or offers made. Advertisements or specific claims that are untrue, misleading, deceptive or fraudulent should not be used. Accuracy and consistency: Simple and consistent statements or representations of all essential points of the offer should appear in the promotional material. Individual statements, representations or disclaimers, should not contradict the overall impression of an offer. Clarity of representations: Representations, which, by their size, placement, duration or other characteristics are unlikely to be noticed or are difficult to understand, should not be used if they are material to the offer. Actual conditions: All descriptions, promises and claims of limitation should be in accordance with actual conditions, situations and circumstances existing at the time of promotion. Solicitation in the guise of an invoice or governmental notification: Offers that are likely to be mistaken for bills, invoices, or notices from public utilities or governmental agencies should not be used. Postage, shipping or handling charges: Postage, shipping or handling charges, if any, should bear a reasonable relationship to actual costs incurred. Use of the word “FREE” and other similar representations: A products or service that is offered without costs or obligation to the recipient may be unqualifiedly described as “free”. If a product or service is offered as “free”, all qualifications and conditions should be clearly and conspicuously disclosed, in close conjunction with the use of the term “free” or other similar phrase. When the term ”free” or other representations are made (for example, 2-for –1, half or 1-cent offers), the product or service required to be purchased should not have been increased in price or decreased in quality or quantity. Testimonials and endorsements: Testimonials and endorsements should not be used only if they are: a) Authorized by the person quoted; b) Genuine and related to the experience of the person giving them both at the time made and at the time of the promotion; and c) Not taken out of context so as to distort the endorser’s opinion or experience with the product. These guidelines aren’t just for mail. They apply to every form of direct response advertising. But I believe that direct mail is always the centerpiece of the direct marketing practices. Resorting to unethical practices simply means you ‘re either out of selling ideas or people don’t want what you are selling. If it takes trickery to sell your products and services, you need better advertising or better products and services. The best way to boost response is making a great offer for stone products along with benefits and urgency. H.Kursad Devecioglu Copyright, September-26-2004 Please get a written permission from the author to use it as a source.