There comes a time in the life of every great adman or marketing strategist, when a shadow of doubt leans in, and they have to question the dignity of their profession. Of course, it’s not unique to advertising. Anyone engaged in law, politics, or even the arts, will have to stop to consider their motives and loyalties from time to time. In fact, it’s important to address these moral dilemmas, and to do so openly. Because it’s only by ignoring or denying them that the real trouble happens. 

In some respects, branding and marketing are all about persuasion. It’s about convincing people to take action and spend money that they might otherwise spend on something else. Of course, every business wants more customers and more sales. And so they’re always looking for new and better ways to drum up business. That’s just part of what they do.

But some businesses will stop at nothing to drag customers in off the street, to wear down their resistance, and to close a deal. We’ve all had that unpleasant experience where high-pressure sales or other underhanded tactics compelled us to buy something we didn’t really want.

Somewhere there’s a line, and it may be a pretty fuzzy one, that separates ethical marketing from dubious manipulation.

The power of persuasion

For as long as people have been exchanging goods and services, they’ve also been employing sales tactics to move merchandise or gain some advantage. The methods of a Turkish rug seller will differ from those of a restaurant server, but in the end, everyone is trying to generate more sales.

“Would you like fries with that?”

Over the years, the art and strategy of salesmanship has grown more refined and sophisticated. New insights into psychology and new forms of media have opened the doors for all manner of clever innovations in the realm of marketing.

At Balanced Brands, we make no secret about the use of psychology and storytelling to target specific demographic groups and make deep emotional connections. We understand that most purchasing decisions don’t occur in the logic center of the frontal lobe.

Instead, it’s down in the amygdala, the brain’s emotional switchboard, where we feel unconsciously pulled one way or another. Understanding these nuances of psychology and neuroscience, we can effectively get inside of people’s heads, push their buttons, and tickle their triggers. And a little bit of that kind of power can be a dangerous thing.

In the wrong hands, these devices and techniques could really be abused. And in the hands of someone with no moral compass, who’s determined to do business ethically, they can raise some interesting questions.

Marketing with virtue

Depending on whose advice you take on how to promote your business, you could find yourself in treacherous waters. Like any other form of persuasion, from criminal defense to political gamesmanship, marketing can entail some unscrupulous angles. And though they might be effective, at least in the short term, it’s no way to run a respectable business.

Indeed, our Brand Strategy formula relies on the use of brand personas and emotional triggers. We create fictional characters who represent your brand, and we expect businesses to assume the role of their brand persona or archetype when they communicate.

Then we dive deep into the psychology and personalities of the target audience, enabling the businesses to reach those prospective clients on a deeper, more intimate level. Psychological tools like these might make it look like something deceitful or mind-bending.

At the same time, however, we continually emphasize the importance of authenticity. The brand persona, therefore, isn’t a tool that allows you to pretend to be someone you aren’t. It’s not an act intended to deceive. It’s more like a caricature that focuses on a few key traits, and really shines a spotlight on them.

As real-life individuals, we have thousands of characteristics, many of them idiosyncratic or even contradictory. These make for an interesting person, but a confusing brand.

The next most important thing after brand authenticity is probably consistency. No one is that consistent or predictable in real life. At least I hope not. But as a brand, it is essential that the audience knows what to expect and has their expectations fulfilled at each and every encounter.

When it comes to emotional triggers and pulling on the customers’ heartstrings, things can get even trickier. These are not methods to take lightly. As much as anything, it’s the intentions behind it that matter. I don’t like to claim that the ends justify the means, but it’s a little bit like that.

If you use subconscious psychology to lure someone down a garden path and convince them to go against their own better interests, then you’re clearly acting unethically. But if you have a product or service that has proven to be helpful and effective for a certain group of people, then using psychology to get the attention of that group is nothing to feel guilty about.

Strategy allows for honesty

From our experience, crafting a clear and cohesive brand strategy really helps businesses zero on the people they can help the most. In marketing language, they are able to generate better leads. That’s because their psychological tools allow them to target a more specific group.

Too many businesses cast a wide net and bring in more quantity of leads but lesser quality. The result of this is that they end up trying to convert leads who may not be the best suited for their product. Strategic communications based on archetypal brand personas are designed to laser focus on the ideal audience.

This is really the crux of brand strategy. We help you identify your target audience or audiences. Then we create a persona that will appeal to that audience. All the messaging, both verbal and visual, whether online or in-person, is meant to attract a specific type of person. This ultimately produces better leads, and makes selling easier, because all of your communication is designed to pre-select the right candidates.

In the end, there should be no shame in seeking emotional connections with those you can help the most. If the product or service really provides a genuine benefit to a select group, then they will welcome your message. And you should be proud to deliver it. 

Low ball tactics in marketing

The area of marketing that makes us uncomfortable is in sales. We’ve all seen the gimmicks, and thanks to e-commerce, where impulse shopping has really reached a new level, the gimmicks are amazing.

High-pressure and high-tech have joined forces. So we see clocks ticking down on the navigation bar, or in our email. “Time is running out.” And there are claims like “Space is limited”, which it probably isn’t because people are participating online. And all manner of FOMO and YOLO have become ubiquitous.

Unfortunately, many of these shady or even dishonest tactics are rather effective. So if your competition uses them and you don’t, then you’ve got an immediate disadvantage. Whether or not you opt for such strategies is up to you. Our best advice is to put yourself in the shoes of your ideal client. Now imagine how they would respond. And remember, the value of authenticity cannot be overstated. So do it, or don’t do it, but be honest and transparent about it.

The real conundrum is that some people actually need that extra push or persuasion. Without that use of psychology, some people just can’t make the commitment, even when it’s in their own best interests. That’s why people join a gym or an accountability group, because they need the pressure. And some of us just can’t commit to a wellness plan or a professional training course, even when it’s exactly what we need.

So is it OK to use tricks and mind games to persuade someone to do what’s best for them? Well, that’s something you, as a business owner, need to decide for yourself. Like I said earlier, the line between ethical and unethical marketing can be blurry.

There are clear cases on either side of the line, and there are tough cases in the middle. So when it comes to promoting your own goods and services, it’s up to you to strike the right balance of transparency and efficacy. At the end of the day, you might lose a sale here and there by being overly transparent, but the trust you gain should more than make up for it.

Put your best face forward

Ready to get started? Or curious to learn more? The Brand Strategy Workbook will give you a good starting point to answer some questions regarding your brand. And if you have any questions, feel free to reach out for a Discovery call or join our online community. It looks a bit confusing and overwhelming, but if you take it one step at a time, it all makes sense in the end. You got this! 

• Schedule a Discovery Call with Pacha
• Join our brand strategy Facebook Community: Balanced Brands
• Get professionally designed and curated content for your social media channels: Sign up for Social Stream

Dive deeper and take a look at these related articles.

• An Introduction to Brand Archetypes
• Adopting Brand Personas
• Speaking with Brand Voice