Comments on: I Decry Deceptive Mailing Practices in BrandWeek: Are Copywriters Really Responsible For Ethics? http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/ Copywriting Beyond the Words :: The Freelance Writer's Life Wed, 04 Nov 2009 18:46:36 -0500 http://wordpress.org/?v=2.8.5 hourly 1 By: Tom Chandler http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/comment-page-1/#comment-40618 Tom Chandler Fri, 25 Apr 2008 16:52:53 +0000 http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/#comment-40618 Charles: I agree -- deception is a bad long-term tactic, especially for anyone interested in the long-term survival of their brand. Charles: I agree — deception is a bad long-term tactic, especially for anyone interested in the long-term survival of their brand.

]]> By: Charles Jacobs http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/comment-page-1/#comment-40613 Charles Jacobs Fri, 25 Apr 2008 15:14:56 +0000 http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/#comment-40613 Good Show, Tom. If the product has merit,its benefits will tell the story. Deception may result in a quick sale, but inevitably turns off a disappointed buyer who undoubtedly will hesitate before buying blindly again. Beware, the threat of government policing always hovers above us. Good Show, Tom. If the product has merit,its benefits will tell the story. Deception may result in a quick sale, but inevitably turns off a disappointed buyer who undoubtedly will hesitate before buying blindly again. Beware, the threat of government policing always hovers above us.

]]> By: Tom Chandler http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/comment-page-1/#comment-40048 Tom Chandler Thu, 17 Apr 2008 18:18:47 +0000 http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/#comment-40048 Roberta: I tell clients authenticity is one of the cornerstones of a successful, long-term customer relationship. Eyes often glaze over, but snap back into focus when you discuss the lifetime value of customers vs one-time buyers. Is that how we express the concept of "karma" to our clients? Janet: That's an excellent point, and liability is an under-explored subject in the copywriter's world. Still, I'm more concerned about additional legislation aimed at marketers, which probably won't help anyone. Roberta: I tell clients authenticity is one of the cornerstones of a successful, long-term customer relationship. Eyes often glaze over, but snap back into focus when you discuss the lifetime value of customers vs one-time buyers.

Is that how we express the concept of “karma” to our clients?

Janet: That’s an excellent point, and liability is an under-explored subject in the copywriter’s world. Still, I’m more concerned about additional legislation aimed at marketers, which probably won’t help anyone.

]]> By: Janet http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/comment-page-1/#comment-40046 Janet Thu, 17 Apr 2008 17:48:38 +0000 http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/#comment-40046 Yikes. Add one ridiculous indemnification clause and a writing contract to the mix and you've got a recipe for disaster where the writer is on the legal hook for that deceptive copy. I run away from these clients. Yikes. Add one ridiculous indemnification clause and a writing contract to the mix and you’ve got a recipe for disaster where the writer is on the legal hook for that deceptive copy. I run away from these clients.

]]> By: Roberta Rosenberg http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/comment-page-1/#comment-40031 Roberta Rosenberg Thu, 17 Apr 2008 12:40:11 +0000 http://copywriterunderground.com/2008/04/16/tom-chandler-quoted-in-brandweek-article-about-deceptive-mailing-practices/#comment-40031 Tom, keeping it real (hackneyed, I know) ultimately is the most effective marketing message there is. If we subscribe to the notion that every touch is the beginning of a relationship based on mutual respect, why deceive? Ultimately, it's just bad business ... not to speak of the even worse karma. Tom, keeping it real (hackneyed, I know) ultimately is the most effective marketing message there is. If we subscribe to the notion that every touch is the beginning of a relationship based on mutual respect, why deceive? Ultimately, it’s just bad business … not to speak of the even worse karma.

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