People are being lied to every single day of their lives. We keep seeing commercials about cosmetics that magically fix our flaws, but somehow they don’t work that well when we try them on our own faces. The screens of TV sets, phones, laptops, and tablets look much more colorful when they are presented in an ad, but the picture is not as beautiful when we try the very same products at home. That makes us mad.
Does marketing really have to be misleading? What’s your first thought when you read an online review about a particular product you’re interested in, and you notice the reviewer only brags about its positive aspects, without mentioning a single flaw? You probably get the impression that someone is trying to convince you to buy certain things by exaggerating its advantages. And you don't take the bait. Assignment Masters writing team is going to clear everything out for you.
Marketers don’t always understand their target audience. Of course they should be focused on the advantages of the products they present, but they should never ignore the principles of marketing ethics. If the commercials are full of lies, they might attract a certain number of users, who will never buy the same product or service again when they realize they’ve been lied to. In other words, the marketing campaign won’t be sustainable.
Is there a way to create persuasive marketing text while keeping it ethical? Let’s see what you can do about that.
1. Treat your customer like a person, not like someone you trick into buying
Many marketers are convinced they can trick their target audience to buy certain products or services even if they don’t need them. So, they start creating a false problem and convincing people they really need this solution. You’ve seen those TV Shop commercials that constantly promote “revolutionary” products no one ever needs. Such an aggressive approach doesn’t work.
When you write promotional content for the Internet, you have to think about the real issues your audience is facing. You can get such information if you identify your target buyers, and you analyze their needs and problems. Then, you’ll find a way to solve them and you’ll start making money by bringing real value into their lives. Your content should be focused on the realistic solutions you offer.
2. Listen to the complaints. Address them
Not everyone will like the products and services you offer. When some of your customers are not happy, you need to listen to their complaints. That’s not all; you also need to address them through the content you write. If, for example, you get a negative review, you should apologize to the customers for the flaws in your service and you should offer replacement or a refund. If you don’t think the customer used the product/service in the right way, or did something that affected its quality, you need to explain the mistake and offer to assist in any way.
Focus on making honest claims; that’s what ethical marketing is all about. If you get a healthy dose of criticism, you need to accept it and adjust your marketing campaign to make it more realistic.
3. Talk about your values
Every business should be based on certain principles. It’s not only about earning money; it’s also about making a mark in this world and helping people meet their needs. That’s what you should focus on when marketing your brand. Talk about your company’s practices.
Maybe you regularly donate money for a certain cause? Write about it and try to increase the awareness for those issues among your target audience. When you write such posts, avoid making them all about your business. Focus on the cause, and you’ll develop an emotional connection with potential customers without telling a single lie.
4. Feature real reviews
Try offering your products/services to influential social media users, who will then write reviews about them. Don’t try to influence their opinions, though. Simply make your offer, deliver it, and allow them to be honest in their reviews. This is the best type of content marketing you can get. Everyone is thrilled to get something for free, so they will mostly pay attention on the benefits they get.
You can also feature parts of those reviews on the main page of your website. Extract the most positive sentences, and include the name and photo of the reviewer (of course, you’ll need their consent to do this). That’s a very persuasive, but non-deceptive strategy that will enhance the results of your marketing campaign.
Are you ready to start selling without lying to your target audience? Try the four techniques described above, and don’t forget to tell us how they work for you.