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Be A Straight Shooter In Your Marketing

What to do with flyers

Lynne Saarte

July 24, 2008

We have all seen less than believable claims out in the marketplace. Cookies claiming to be the best tasting in the world or pills guaranteed to remove those extra pounds overnight are common examples. Many feel a need to attach mythical qualities to their product. Smart marketers know that trust and credulity are crucial characteristics for their brand and act accordingly. Significant resources and time go into building your brand. Do not destroy it with outlandish claims.

A brand is the personality and reputation of your product. Just as with a person, it is developed over years in a painstaking fashion. Flyer printing and brochure printing have been used myriad times for targeted mailings to your niche audience. Trust has been inspired through many marketing impressions and product interactions. It can all be tainted instantly if the marketplace believes you are trying to mislead them.

Ideally, your product has merits which stand on its own. You have identified an underserved niche market and provided quality and value to them. If this is the case, then you have no need to engage in puffery within your claims. If it is not the case, then you have serious work to do improving your product and your sales targeting.

All employees need to be educated upon which claims are appropriate for your products and which are not. Flyer printing is a good route for this. There are risks greater than lost customers when you engaged in dubious marketing claims. Advertising is highly regulated. Engaging in claims which can be construed as false can trigger regulatory actions.

The government regulates all claims made pertaining to product composition and effectiveness. Brief research shows myriad cases where companies ended up giving back the fruits of their labor defending such actions. Honest claims will sell a good product. There is no need to subject your enterprise to this great risk by employing anything but accurate advertising assertions.

There is also exposure should you make false claims about your competitor's product. If your product has a competitive advantage there is nothing wrong with illustrating that fact. However, any substantive information put forth about a competitor's product must be absolutely and objectively true. False claims about a competitor's product can subject you to lawsuits from the competitor in addition to regulatory action.

Your brand should be able to thrive only using true and accurate claims. There should be no need to resort to bashing the competition. Take the high road, be honest and let the quality of your product speak for itself. Substantive information needs to be conveyed in your advertising, however claiming that your product will change the course of human history is bound to turn off jaded consumers.

In all of your marketing from flyer printing, all the way to your interactive campaigns ensure your ad copy is accurate. This price to be paid otherwise is not worth any deviation from this policy.

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