Marketing Ethics
The American Marketing Association has a statement of ethics
on its web site, www.marketingpower.com/AboutAMA.
The organization is committed to promoting the highest standard of professional
ethical norms and values. Just because you may not be a member of the
group or particularly identify yourself as a professional marketer, do not feel
you are exempt from following some type of code of business ethics. Most
are obvious and common sense should prevail. However, when in doubt, err
on the side of caution and fairness when marketing your book.
Do You Compete
Fairly?
Aside from following the law, respecting industry standards,
and acting in a way that is consistent with business ethics and good old
decency, do you compete with a sense of fair play? This means you should spend
less time – or no time -- trashing others and instead build up your own good
name and support your own brand. I never talk about a competitor by name. If
someone had not heard of them before they may decide to look them up after I
mention them. If I badmouth another competitor, the person I am talking to may
see it as petty or may feel that I am being defensive. Instead, it is better to
highlight your strengths first and foremost. They are not buying your book
because you say another author sucks – after all, they can choose to buy
neither book or to buy a third option.
Give people something positive to go on. No one should buy
from you because you need the lesser of two evils; you want them to think that
you do something for them, that you offer value.
You are always competing with people who sell other products
or books. And with yourself. You just need to keep a positive, optimistic
mindset and always take a higher-road approach.
Ethical Digital Marketing Standards
Although common sense, reason and fairness should dictate most
of your life’s activities, people sometimes need guidance or reminders on
standards as it relates to what is appropriate when marketing or promoting
online. Below is a sample list of professional trade organizations. They will
list ethical standards on their sites:
·
Public
Relations Society of America Foundation www.prsafoundation.org
·
Public
Affairs Council www.pac.org
·
International
Association of Business Communicators www.iabc.com
·
Institute
for Public Relations www.instituteforpr.org
·
Arthur
W. Page Society www.awpagesociety.com
·
PR
Council www.prcouncil.net
·
Global
Communication Certification Council www.cw.iabc.com
Here’s An Outline Of
Ethical Book Marketing Activity You Should Embrace:
1. Do no harm in how and what you
market.
2. Act honestly and with
integrity. This means be explicit in your promises and stand by your
commitments.
3. Treat others fairly and with
compassion.
4. Sell something of value and make
sure it does what you claim it does.
5. Take responsibility for your
marketing and for what you are marketing.
6. Avoid using coercion, lies, or
unsavory manipulations.
7. Recognize that there are vulnerable
people who should be sold to at their level and are not to be taken advantage
of: mentally ill, impoverished, seniors, children, illiterates and others
who are substantially acting out of a disadvantaged state of mind.
8. Fairly represent your book or
service
9. Never resort to price-fixing, price
gauging, bait and switch, or other lowly tactics.
10. Avoid participating in conflicts of
interest.
11. Treat the customer with respect,
gratitude, and professionalism.
12. Explain any risks or additional
actions that may be needed in connection with the use of your book or services.
13. Strive to contribute to the overall
betterment of marketing and its reputation.
DON”T
MISS THESE!!!
How authors get
their book marketing mojo – and avoid failure
Authors cannot succeed
without the right attitude
So what is needed to be a champion book marketer?
Should You Promote Your
Book By Yourself?
The Book Marketing Strategies Of Best-Sellers
How authors can sell more books
No. 1 Book Publicity Resource: 2019 Toolkit For Authors
-- FREE
Brian Feinblum’s insightful views, provocative opinions, and
interesting ideas expressed in this terrific blog are his alone and not that of
his employer or anyone else. You can – and should -- follow him on Twitter
@theprexpert and email him at brianfeinblum@gmail.com. He feels much more
important when discussed in the third-person. This is copyrighted by
BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in
Westchester. His writings are often featured in The Writer and
IBPA’s Independent. This was named one of the best book marketing
blogs by Book Baby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the
top book marketing blogs. Also named by WinningWriters.com as a "best
resource.” He recently hosted a panel on book publicity for Book Expo America.
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