Smart Marketing

The Lipe Code of Marketing Ethics - Can you live by it?

I was pleasantly surprised to learn that other businesses in this world (L&G Business Solutions for one) have sworn to live by my Lipe Code of Marketing Ethics.

I included this Lipe Code of Marketing Ethics in my new book Stand Out from the Crowd; Secrets to Crafting a Winning Company Identity because I think marketers are showing an alarming lack of ethics in their actions these days.

Maybe if we can get enough people to swear to the Lipe Code of Marketing Ethics, we can start a permanent trend towards marketing... from the heart.

For a refresher, here is my Lipe Code of Marketing Ethics:

• We will always be clear and truthful in our marketing communications.

• We will never intentionally deceive or mislead our customers. If we do, we’ll apologize—immediately.

• We will fully disclose, in the large print, all pricing information.

• We will always respect the privacy of our customers.

• We will always give buyers the ability to opt-out; quickly honoring their desire to do so.

• We will stand behind our products if they fail to deliver on their promises.

• We will listen to our customers’ needs and concerns, and make every effort to incorporate their input.

• We will not use strong-arm tactics to get people to buy.

• We will always document claims, testimonials and comparative statements.

• We will always accept responsibility for the consequences of our actions.

So what do you think? Can you pass this along to someone who might benefit from it? The future of marketing is in your hands.

More on a marketing code of ethics

Recently I posted an entry on Lipe's Code of Marketing Ethics because I am starting to feel that marketers are increasingly bending the truth.

This weekend, I stumbled upon an article called "On Privacy" by Lester Wunderman, the legendary father of Direct Marketing. In it, Wunderman lines out his Consumer's Communications Bill of Rights. Among the choice morsels from this article are:

• Tell me clearly who you are and why you are contacting me.
• Don't pretend you know me personally. You don't know me; you know some things about me.
• Don't assume I want to have a relationship with you.
• Help me budget not only my money, but also my time.
• Don't communicate with me just because you can.

For the full 12 point Bill of Rights, download the On Privacy pdf and keep it handy.

Lipe's code of marketing ethics

There are too many ethical lapses in marketing today. In my humble opinion, marketers should be made to accept a code of ethics. Here's my take on what that Code should look like:
               
                    Lipe's Code of Marketing Ethics

• We will always be clear, straightforward and truthful in our marketing      communications.
• We will never intentionally deceive or mislead our customers. If we do we’ll      apologize, immediately.
• We will fully disclose, in the large print, all pricing information.
• We will always respect the privacy of our customers.
• We will always give buyers the ability to opt-out, quickly honoring their desire      to do so.
• We will stand behind our products if they fail to deliver on their promises.
• We will listen to our customers’ needs and concerns, and make every effort to      incorporate their input.
• We will not use strong-arm tactics to get people to buy.
• We will always document claims, testimonials and comparative statements.
• We will always accept responsibility for the consequences of our actions.

What have I missed?