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Business vs Personal Ethics In Internet Marketing Material
Your ethics may help define your life, but will not necessarily promote your business. Use the suggestions below to distinguish between your business and personal ethics in Internet marketing materials.
If you’re an honest person who is committed to dealing honestly with others, you should nevertheless resist asserting your honesty in Internet marketing materials. In business, such claims are frequently less persuasive than specific guarantees your company makes to illustrate its honesty, especially if your business is largely Internet based where your customers are likely unfamiliar with you and your character.
In business, honesty is a vague term that’s frequently used by businesses that insert difficult language or fine print in their communications that while technically true can mislead consumers, whereas using the simple language of a 100 percent money back guarantee is clear and to the point.
If you are religious and your business is not connected to religion, it’s frequently a good idea to keep your religion out of your Internet marketing materials. While companies like Chick-Fil-A claim that making comments that alienated segments of our society have not hurt their bottom line, in many cases at the very least such expressions of ethics will create negative press.
If you want to show your commitment to religion you can indirectly communicate your religious identification and commitment through Internet advertising placed on specific types of websites, such as those for religious programs or in online newsletters printed by houses of worship.
Claiming and behaving charitably in your private life is a praiseworthy way to live, but your business is for profit so that claiming your business is charitable is a tough sell. In the business world, making claims in your Internet marketing materials that your business is charitable is frequently not effective. Firstly because you’re being charitable with money you get from the profits you make from selling to ordinary customers, and secondly because everyone knows that your business gets a tax deduction for making charitable contributions.
While hopefulness can be an invaluable ethic in your personal life, especially in hard times, in business hopefulness is perceived as lack of a plan. If there’s an event that has adversely affected your business that you’re addressing in your Internet marketing materials, such as the bad economy, use words indicating a business plan, not a hope.
A great sense of humor may be one of your most prized traits, but should be used with restraint in Internet marketing materials. Humor is often understood differently by different audiences and you risk insulting or failing to communicate your message with customers and potential customers if you use humor in business marketing materials.
Being reliable can be a meaningful personal trait, but in the world of Internet marketing you may not want to emphasize reliability because of the issues that can affect reliability that are outside of your control, including everything from how someone accesses your materials to comments on your blog.
When you’re creating Internet marketing materials, you should be aware that your personal ethics and business ethics will not always be the same. Use the suggestions above to incorporate valuable business ethics into your Internet marketing materials.