Influence, Ethics in Marketing

Somehow when I think of persuasion I get this image in my mind of some slick salesman in an ugly tie floating in the overpowering scent of too much cologne trying to push me into spending money on something I'm not sure I want or need.

How about marketing and ad copywriting? How many times have I been drawn into clicking the 'Buy Now' button on a internet sales page or drooling over a food commercial on the TV?

What about covert persuasion? Quite often when I tell someone I am a hypnotist I get asked if I can make people do anything I want. Subconscious persuasion?

The idea of persuasion typically carries with it a big question mark when it comes to ethics. Sure it would likely be considered ethical to find ways to persuade your child to take their medicine or eat their vegetables but what happens in the world of adulthood when money is involved?

How does the conscientious marketer influence a person to purchase his product or service honestly, ethically but still powerfully?

Here are a few Suggestions:

1- Aim at the Right Target: Market to prospective customers who are already looking for what you offer. Then you will feel less tempted to push the envelope of influence. Seek the people who are already looking for what you sell.

2- Think Outside of Yourself: When it comes to persuasion think, 'how can I help my prospect?' instead of how you can get their money. People don't care about lining your wallet with cash they care about meeting a need they have or solving a problem they are facing. Empathize, then actualize.

3- Don't Stretch It: Be straightforward and realistic in your approach. Honesty is always the best policy if you want a happy customer. Sure point out all the best features and benefits of your product but don't exaggerate. The best marketers know what it means to 'overpromise and underdeliver'.

4- Don't Manipulate: People don't want to be manipulated, they want to be guided to solutions. When you write your ad copy or deliver your sales presentation choose words that identify with your prospect's needs and assist them to see how your product or service addresses those needs.

When I think back over the better experiences I've had with salespeople or online purchases I've made I find those I've been most satisfied with have been those who have skipped the hype and have come across as a consultant. They seemed to understand what I wanted and directed me to the best solution. I almost feel they have been my partner in acquiring what I was after. I remember them too, so the next time I need something they may offer they are the first I contact. Wouldn't you like to be perceived that way?

Blessings & Success,

Ernie