I got a check in the mail today for over one thousand dollars. Really? We all get them in the mail, right? It’s that “check” in the mail envelope. At first glance you think, a check for me, let’s open it. And then, reality hits because it’s not a check: it’s deception. Plus, the “check” even says “NOT AN ACTIVE CHECK” on it. In short, this is the perfect example of deceptive marketing worst practices.
If it’s not a check, then why send it? Below are some whys on the road to desperate, deceptive marketing practices. Here’s why:
- Snail mail and post card open rates are dropping and continue to drop. Just ask the Direct Marketing Association.
- You might just think it’s a real check.
- I’m expecting a check from someone else. Then why not include a legitimate return address rather than an abbreviation of a name, be it business or person? Coward. Face me. Let me know who you are before I at least toss your mailer in the trash.
- I can’t write effective, clear marketing copy, thus deceptive marketing worst practices are the only hope to increase open rates.
- Writing “Time sensitive material enclosed” on the envelope tells me I have to open this letter. Really? I’m on to you. How about trying something else.
- They think we’re stupid. One thought: rebel! Throw that fake, marketing monopoly money in the trash.
- However, what concerns me is that probably enough people DO open the envelopes to motivate more mailers. Please. Don’t motivate deceptive marketers.
Good marketing is not a trick. You earn the right for a read. Encourage honest attention. If you have a good product that will help a specific, targeted customer then tell them so. Don’t lower your messaging to the level of deceptive marketing worst practices. Try best practices. Be simple, direct, clear, honest, and add value. Let your product provide a solution rather than foster deception. Don’t hide behind a hidden return address.
Engage honestly with me–don’t deceive me.
By Stuart Atkins
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