Marketing is a form of connecting and communicating. It involves using tools to promote products by sending messages to consumers so that they are aware of your brand and your product or services for sale.
Many online gurus, self-service providers or service-based businesses sell such products, books or strategies which don’t work for everyone, but they don’t disclose it. Instead, their ad infers on your emotions and interprets it in such a way that it promises or signals a connection between a product and happiness, social acceptance, friendship, etc.
Ethical marketing involves presenting your product in the way it is meant for use and who it is for. For example, if your service or course isn’t for everyone, don’t display it like “it’s for everyone, or anyone can do it” if you don’t have stats to support it. In place, your marketing should be based on facts, presentation, and emotional arguments.
Manipulation in Marketing
There is a fine line in between marketing, manipulation, ethics, and effective marketing. Effective marketing should involve giving people the free will to decide to buy your product or services without any manipulation. If your marketing goal is based on meeting and satisfying your consumer’s needs, it’s not manipulation.
As a business owner, one should not focus too much on making a profit. Your aim should be to solve the needs of consumers and grow your brand. So, engage in smart marketing strategies and ensure your products generate results for consumers. Entrepreneurs should think about customer’s best interest, align your message with their values, and be authentic enough to build a real relationship with them.
Manipulation in marketing is right or wrong:
It depends on how you define manipulation. And it has two main definitions:
Manipulation 1: The act of manipulating something in an efficient manner.
Manipulation 2: The act of manipulating someone cleverly or dishonestly.
So, let’s talk about “good manipulation.”
Manipulation is that aptness which can change the behavior or perception of others in smart or unscrupulous ways. For many, the word ‘manipulation ’has negative smack, while marketing involves some manipulation, it isn’t imperatively a bad thing.
This is where you use efficient means to get what you want but do it in an honest, straightforward manner. We do this all the time in almost every aspect of our lives. We ask for things and give things in return. So, in business, in marketing, you rig the position by offering something valuable in exchange for payment. But, as you know, when it comes to selling professional services it’s much more complicated than selling a bottle of face cream on Amazon!
Efficient Manipulation #1 – You need to capture the potential customer’s attention, so they want to know more about what you have to offer. You can do this in several ways. Meet and talk with people at a networking event; Talk to a professional group; Post an ad on Facebook; Send a personalized email (and a billion more). All of those marketing methods are designed to attract some sort of attention from potential customers.
Therefore, getting someone to draw your attention to you is the first proposition: “I have something valuable here, would you like to know more about it?” and to succeed at this you have to present what you have in a skillful, compelling way. It should be considered valuable, interesting and special in some way. If you succeed at this, you will get the attention and feedback you want. People would like to know more.
Skillful Manipulation #2 – Once you’ve caught someone’s attention, you have to create an opportunity for conversation. And this is also an offer and exchange: “In exchange for some of your time would you like to know how I can help you achieve the desired result?” So why would they want to talk to you about how your service can help them? They won’t do that. No bad, evil or sly manipulation is required. “Would you like to have a conversation to figure out if what I’m offering can help you?”
Efficient Manipulation #3 – You need to have a “sales conversation” where the potential customer can see the full value and opportunity of what you offer.
The first step in that process is to really learn what your potential customer wants and needs. Sales always start with listening and understanding. And the second step is explaining how what you have to offer will help them get what they want and need. In many ways, it’s more like educating than explaining. If you can do both of these things well, you can make a deal, you can turn a prospect into a customer. And they won’t feel finesse, they’ll feel service.
So, to summarize:
Efficient Manipulation #1 – Pay little attention to what you’re offering.
Efficient Manipulation #2 – Ask for a conversation to learn how your proposal can benefit a potential customer.
Efficient Manipulation #3 – Have a sales conversation where you match the potential customer’s wants and needs to the value you’re offering.
Each of these three skillful manipulations requires TIME. Before you can expect consistent results, it takes some time to learn, practice, and try them several times.
