Quick Tip:
“Do It Right” – the DMA Way

Have you ever wondered when you can legitimately say “free” in a direct-marketing offer? Or what your guarantee should include? Or when you can use a contest in your promotion?

Go to www.the-dma.org/guidelines in your Web browser (Firefox, Internet Explorer, Netscape, or Safari) to be taken to a page on the Direct Marketing Association website. There you’ll find a link for “Ethical Business Practices,” a free report on ethics in direct marketing.

This 23-page PDF report – written in clear, specific language – will help you write copy that meets the highest ethical standards.

[Ed. Note: If you don’t have Adobe’s free Acrobat Reader, go to www.adobe.com/products/acrobat/readstep2.html to download the correct version for your computer.]

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
No ratings yet
Published: February 13, 2006

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)