There's A Fine Line Between *Disguise* and *Deceit*

When you play the *disguise* game with your direct mail, you risk crossing the line into *deceit* territory. And it's a fine line.

Recognizing the difference is often a real problem.

Why?

Because you're playing on the recipient's home field ... and he's doing the officiating. And if he perceives it to be deceitful, then you get penalized and sent to the penalty box (the wastebasket) ... even if instant replay clearly shows that your intent was not truly deceitful.

It's true that I'm playing semantics. Let's face it, to disguise is to deceive. One disguises in order to hide ... to conceal ... to deceive.

Please
Remember
This ...

In marketing, what's real in our prospect's mind is what's real. Even if, in reality, it isn't. And in the mind of most prospects, there's a difference between *disguise* and *deceit.* A little *disguise* is usually acceptable. A little *deceit* isn't.

So, if you're thinking about concealing the true contents of your direct mail by dressing up the envelope in an IRS look-alike costume or a phony-check-inside mask, or any other disguise ... remember that it might be perceived by some as just a disguise, but by others as deceitful (even if you intended it "just as a disguise").

Think about it.

And then decide that disguise in any form is not only risky ... it's also dishonest.

My recommendation: Don't disguise or deceive. Always be truthful when creating your marketing/advertising ... just be sure to make that truth sing a happy and benefit-filled song.

Copyright 2007 by Galen Stilson