A Great Marketer Needs Impeccable Ethics on Advertising
Having a website business offers plenty of advantages over a brick-and-mortar business. You can essentially automate many business functions, you can choose your hours on a flexible schedule that suits your lifestyle and not have the overhead of property leases and so forth.
One of the main reasons you are in business is to make money. Success comes when you give good service and stand behind your promises to customers. You have to work a bit harder to gain your customers’ trust and establish your credibility as an honest, ethical marketer because with this business your customers don’t meet you face to face.
Developing good advertising ethics requires that you generally adopt that time honored adage, ‘the customer’s always right’. Anyone who has worked with the public knows that dissatisfied customers may be unreasonable, but if you treat them with respect and treat them fairly, they’ll return.
For instance, if you advertise your product with a money back guarantee, you have to be prepared to keep that promise. There are a few people who might take advantage of that offer.
Let’s say you made an offer good through a certain date on you website. But you mistyped it and misled your customer. It’s an honest mistake, so even of you discover the error after printing, good ethics requires that you allow the extended time period. You must honor the offer as published because if you modify the page to correct the date, you will have a problem if a previous visitor returns to make the purchase.
In this case, you can turn this into an advantage and try to earn a few PR points. You can let your customers know that you made a mistake but is still going to honor the offer. You didn’t have to honor it, but you did. Your visitors can say that your advertising ethics must be trustworthy and you may even gain more sales.
Visitors can spread the word about your good advertising ethics making them walking advertisements, an unhappy and a happy customer alike.
It’s always good to embrace a high standard of advertising ethics even if there are some genuinely unscrupulous marketers out there. It’s good for your business!
Article by Chris B, you can find more about him on his profile.
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