Good Neighbor Marketing Pledge

We want you to be successful. It all starts here. 
NeighborlyOther ProfessionalsTargetedRelevantOnline Ads

I. I Pledge That My Marketing Is Always 100% Legal and Legitimate

Marketing must always be legal, honest, and transparent. Recipients of my marketing messages should be able to quickly identify me and/or my business. Many laws and regulations govern marketing, such as CAN-SPAM, Do Not Call, and others on ad content and endorsements.

Note: Some folks have professional license requirements and are required to issue certain disclosures, and we expect you to know and abide by all of the laws, rules, and regulations applicable to you.

II. I Pledge That Targeting Is What I Do, Not What I Communicate.

If someone asks, why I've reached out to them, I will let them know that I am a local business and I thought they might be interested in connecting. If they aren't interested, I will politely remove them from my future marketing efforts. 

Note: No one likes to know that they’ve been targeted. Yes, targeting is a smart and powerful way to find and connect with your best potential customers. However, targeting can feel invasive.
Other Professionals

III. I Pledge To Be Smart and Private with Customer Information.

My marketing materials will not include details about my customers that they might believe to be personal and/or private. They will connect the dots if my targeting is good and your messaging is great.Yes, public records are an excellent way for me to gain insights into my customers, yet many people wrongly – yet strongly – believe those details are private. If I want an individual to be a customer, arguing with them about public records policy is NEVER a good way to start a relationship.

Note: When the post office makes a mistake and delivers your postcard to the wrong door, and the neighbor brings it over to your intended recipient, there should never be any information on that postcard that creates tension, embarrassment, or anger. 

IV. I Pledge That My Marketing Will Have Empathy For My Customer.

I will have empathy, which means I will be aware of, and sensitive to, the feelings, thoughts, and experiences of my customers and how they will perceive my marketing outreach. Having empathy for my customers will make my marketing more effective.

Note: Making a potential customer feel bad is not Good Neighbor Marketing. If you make them feel bad, they can become defensive or retaliate. Whether it's leaving a negative review, bad-mouthing you to the community, or getting you banned as an advertiser, it's never worth it to ignore the issue of empathy in your marketing. Making customers and potential customers smile is always the best outcome.

V. I Pledge That I Will Honor All Opt-Out Requests.

I will honor any marketing recipient's request to opt-out and no longer receive marketing from me. When someone tells me they do not want to hear from me, I will not market to them anymore. I will be friendly and appreciative, and pay attention to any feedback I receive. 

Note: While that's always a smart policy in terms of being a good neighbor, it’s also often required by law. Additionally, you may learn something about your marketing that can help make your next marketing campaign even better.
Online Ads

The Good Neighbor Marketing Checklist

Use The Good Neighbor Checklist to make sure your next message is relevant and neighborly. 

  • It's simple and clear

    Remember, less is more so keep your message simple. 

  • It leaves a burning question

    Your message should inspire them to take action.

  • It's approachable

    Make sure your message does not make the recipient feel targeted.

  • It focuses on their needs

    Your message should be about the recipient, not you. Limit the use of “I, me."

  • It has consistent branding 

    Stay consistent with your branding to ensure it's always recognizable. 

  • It shows empathy

    Your message should always show empathy for the recipient’s situation and needs.

  • It's relevant

    Ensure your message addresses the issue they face, while not calling them out.

  • It's useful or valuable

    Provide information in your message that clearly benefits your recipient.

  • It honors privacy

    Your message should never divulge personal information about your recipient

  • It includes a single CTA
    Your message should have one, clear, call to action that is simple for your recipient to act upon.
  • The CTA is clear and obvious

    Your call to action should be prominent and obvious.

  • It's inviting
    Your message and imagery should be friendly, warm, and appealing.

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