What does marketing integrity mean, after all? There are many areas of a marketers job in which bending the rules, however slightly, is oh so tempting! If you bend a little, it becomes easier and easier to bend a lot and soon, your product is advertised as a cure-all for world hunger, a bringer of peace, and capable of stopping the war in Iraq!

Overblown claims are certainly not the only area where integrity can be compromised. Unfair comparisons to competitve products, inadequate warranties, and offensive advertising are other areas in which marketing integrity is often violated.

Don't forget that you, as a marketer, have an obligation to your buyers also to make sure that your product does what it is supposed to do, and that it has no harmful elements to it. If you make magnetic games with small parts, it is your obligation to make sure that the package clearly states that this product is not recommended for use by small children.

From well-known author Michael Gerber comes this true statement: " Without integrity, marketing is left to tricks, sophistry and lies—the same devices the old trickster used with the peas and the shells on the streets of many cities: Is it here? Is it there? Where is it? "

How do you keep your integrity intact as a marketer? Here are some simple suggestions.

1) Take a hard, cold look at the product or service you are selling. Would you buy it or recommend it to someone you like? If the answer is no - GET ANOTHER JOB, NOW! You will not be effective in promoting this product, and you will be living a lie if you do so. You have to believe in what you are promoting.

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