Should the message trick the reader or be honest?

Often, companies try to trick people into opening an email to start a relationship with a prospective customer. From the customer’s point of view, this is certainly not the most brilliant idea. Almost all potential customers would prefer not to do business with someone who deceives them, no matter how good a product or service they offer. As a marketer you must approach your direct mail and email marketing messages with the attitude that this may be the one and only opportunity to start a relationship with a new customer.

Considering this, the tips below will be helpful:

.. Messages should be honest and reflect the company’s credibility - Take the high road with your ads. Tell people who you really are and what you really do.

.. Be clear and concise with the offer - Don’t make it difficult for the reader of your message to figure out what you are promoting.

.. Test your message - Try your message out and ask for feedback. This is a good way to assure that you are not misleading your prospect.

.. Know your audience - The shotgun approach to marketing does not work with direct mail or email. Sending your message to the wrong audience is a wasteful way to spend your advertising dollars.

Remember your message is a reflection of your brand, product or service and employees. Make sure your message is something you can stand behind with pride no matter how it is delivered.

You can read more email marketing tips in “Dotcomology the Science Of Making Money Online.”