Zach

I really like what you said about social proof. The first time I heard about social proof was from neil strauss (the author of the game). Not only is social proof a marketing tactic, it is something we look for when choosing friends, and lovers.

You have alot of great info in your blog. Thanks, and keep it coming

I don’t think anyone has to feel bad about influencing people to buy things. As long as you are not *lying* … and since it is virtually impossible to *force* or *coerce* anyone into buying something, then no one can say it’s unethical to market your product with conviction using any sales technique you can.
With a membership site, you will soon see whether people actually want / appreciate the information or service according to how many remain in their subscriptions.

I firmly believe that we as marketers ARE manipulating people. But in a GOOD way, because I also believe in what I sell, and I’m sure you do too.

I think you’re a bit harsh on yourself, Yaro. For instance, your blog product may not – strictly speaking – be a NEED, like food or water. But if it can help someone to become a much better and more profitable blogger, it IS a valuable asset to the buyer.

If you can help them earn more from their blogging efforts, you’ve helped them to PAY for the food and water

Paul Hancox
Author, “Internet Influence Magic”

P.S: Remember that personalization you talked about with Darren Rowse on your podcast? I wonder if you’ll notice…

This is an excellent bit of advice. It is clear from others’ comments that you have a good following and it is well deserved, in my humble opinion.

Keep up the great work. I will be back to read more of your posts.

Barry

Even the most life-changing products and services (“The Secret” DVD & Book comes to mind) must fuel success with very targeted and well positioned marketing campaigns.

As you show, there’s absolutely nothing wrong with that approach – it’s necessary!

Marketers wield a powerful tool if they’re good at what they do. I think you’re right to point out some of the potentially harmful uses of such power.

Great post, and a fantastic addition to your series!

Thanks,

-Jason

I think that most marketers would agree that triggers work, are, in fact, an essential part of any good marketing message.

How and when they should be used is not, to me, so much an ethical question, but one of maintaining an on-going relationship with both the customer and the wider community.

If someone feels that they have been “tricked” by psychological triggers (although they would seldom recognise them as such!), they will either ask for a refund and / or never buy anything from that person again.

So unless “promise” and “proof” are maintained by the quality of the product, the marketer in question is going to suffer in the long term.

+++

Ian Traynor

That probably is the main difference between those of us who truly try to help people with, perhaps not their basic needs, but with forfilling thier desires, and those who absolutely don’t give a sh** and just try to make as much money as possible.

It probably are the latter who are really cashing in i’m afraid.

Harrold

I think the greatest marketing line is history is from the movie Harry met Sally “I want what she’s having”…Hence the title of my book. I want what she is having

I just want to be very clear with my interpretation of sales triggers and how they are often abused to make people purchase things they don’t need.

I particularly dislike the beauty industry which uses tactics to reduce people’s self esteem in order to get them to buy a product.

I think marketing is a great industry to work in, but we do have a responsibility to use it ethically and I wanted to get that across in this article given the nature of the topic.