Linda Lay Hair Color, Body Shape, Family Members, Father, Mother, Brother, Sister, Marriage and Affairs

moms. All on the take. Here's how the company is using them: "By crafting product messages mothers will want to share, along with giving them samples, coupons, and a chance to share their own opinions with P&G, the Cincinnati consumer-product giant is using personal endorsements to cut through advertising clutter." And, says the company, "We know that the most powerful form of marketing is an advocacy message from a trusted friend,"says Steve Knox, Vocalpoint's CEO ( http://www.businessweek.com/magazine/content/06_22/b3986060.htm ) Right. So let's exploit that, he says. They're not his friends to lose. They're yours. Ask yourself one question and you will know if you like this: Would you give your trust as freely to the recommendations of someone you know, if you can't be sure up front if they're on the take or not, for whatever product they're talking about? Aside from the possible loss of trust between friends, "...Vocalpoint also raises a serious ethical issue: Should the person spreading the product message disclose her affiliation?" The Word of Mouth Marketing Association Code of Ethics requires "connectors" like these moms to disclose who they work for. But P&G does not require these women to do that. And many don't. Ethics and morals aside, ask yourself: Do you want to be able to trust a friend's recommendation to be motivated by nothing other than the interest she has in telling about something she thought you'd like to know about? If you found out later that she DID get paid, in money or free product, would you weigh her recommendation differently next time? If you, like me, would take any future recommendations from this person with a giant grain of salt, then we all know this gal has lost something she once had - my freely given, no strings attached, trust. This is not a good thing. The FTC is looking into it... ( http://www.businessweek.com/magazine/content/06_22/b3986060.htm ) P.S. Telling your connection up front is always good policy. And that's of course why I suggest that when you are introducing your product to others, you let them know right up front that you are marketing it and why - because it's helped you, say - and now you've decided to make a business marketing it - so you can do good AND make some income. (That's all laid out in the If My Product's So Great, How Come I Can't Sell It? book and CD program. http://www.bananamarketing.com/3scriptscd.html ) Title: Should You Offer Commissions For Customer Referrals? Word Count: 407 Summary:

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