410.235.7070 Join Our E-Letter
businessGPS Taking You From Where You Are to Where You Want to Go.

Manipulative Marketing Corner: "You Didn't Get My Letter?"

Manipulative Marketing Corner: "You Didn't Get My Letter?"

March 19, 2008

Creative or Deceptive? You decide.

The desire to increase sales often leads us into some very gray areas where there doesn't always seem to be a clear right or wrong answer. I tackle a dilemma each month and then I want to hear what you would do. Send your comments to me at JonGoldman@BrandLauncher.com.

You didn't get my letter?

Every now and then you may get an email or phone call from someone telling you that you were sent a letter or fax but there was no response from you. The marketer claims he's so concerned that he didn't hear from you that he was following up to make sure you saw the terrific opportunity he had sent earlier. Here's the issue: The initial fax or letter was never sent at all. The marketer wants you to feel like you missed a great opportunity and figures you'll be more likely to respond to an offer you 'missed,' especially if you're asking to receive the 'original' promotion. Imagine having your prospects asking you to send a promotion to them. Wouldn't that increase your response?

So is that a creative marketing tactic or a deceptive trade practice? Let us know if you ever tried it or if you would do it. What if I told you it brought in a 312% ROI? Would you run the promotion then?

I'll share my opinion on this dilemma in next month's newsletter.