The Do's and Don'ts of Ethical Marketing

Introduction

It's no secret that followers and customers are more mindful than ever of marketing tactics. In the digital world we live in, people are afraid of being scammed or lied to, which is why ethical marketing should be a priority in all businesses.

This post shares more information about what ethical marketing is, what to avoid, and how to set up your business to market in a way that aligns with your values.

What is the ethical approach in marketing?

The ethical approach in marketing prioritizes honesty, transparency, and strategies that feel good for both the business owner and the customer. It values every person as a human being, not as a potential dollar sign (which is my motto at Bud to Bloom Marketing).

By avoiding deceptive practices that can leave someone feeling used or manipulated, you have the ability to foster real trust and deeper relationships.

How I Practice Ethical Marketing

I started Bud to Bloom Marketing out of this need for more ethical marketing practices. In the online space, I've seen so many business owners market their business using sleazy, outdated, "bro marketing" tactics simply because they don't know there's another way.

This past blog post dives deeper into exactly how I practice ethical marketing in my business. For me, I've always prioritized how someone feels over making a quick buck. I hope the strategies we're about to dive into do the same for you.

Ethical Marketing Basics

If you're new to ethical marketing, you'll see there are a few minor shifts that make a massive difference. Here are some of the basics.

What to Avoid

Much of ethical marketing is about avoiding the "sleazy car salesman" strategies. Cut these out, and you'll be left with space to treat people extremely well, thus fostering your community. I'd even venture to say that avoiding some of these tactics will make marketing feel more fun for you!

1. Marketing with numbers without telling the full story.

This is one of my biggest pet peeves, and unfortunately it's more common than ever. Have you ever seen someone post about their "$10K month" or "$100K in 6 months" claims? These numbers are impressive and flashy, which is why that marketing works.

However, marketing with numbers is not ethical without telling the full story. For example, did you hit a $10K month after spending $5K on paid ads and $3K on your team, or is that $10K truly profit? Did you work 80 hours per week to hit $100K in 6 months, meaning your mental health took a hit and you're the most unhappy you've ever been? On top of that, what were your expenses?

There's always more that goes into the numbers than just the number itself. I'm not necessarily against sharing income, but only if it's done in a fully transparent way.

2. Fake countdowns and deadline timers.

Have you ever received an email or seen a sales page with a countdown timer? Then, later on, did you notice the timer had a new deadline?

Fake countdown and deadline timers are there to create fake urgency for an evergreen offer. In simple terms, this means that they're tricking you into rushing to buy an offer that's actually available at any time. This is not an ethical marketing practice, because it's pushing for a deadline that doesn't actually exist.

3. Not sticking to your word.

If you tell your audience you're going to do something, be sure to follow through. I've seen this issue come up as it pertains to group programs. A business owner will claim they're only filling 10 seats, but then will let in a few additional people.

If I join a group thinking it will be intimate and then it ends up being bigger than I was told, I'll immediately lose trust with the business owner. It would be better to give a range of seats you'll allow or be open about how you might let in a few more people if it came down to it.

4. Lying to your audience.

Along those lines, never lie to your audience. There's a level of privacy that's more than okay when you share your life and business online, but lying will break the trust you've built. An example of this is don't say "spots are filling up fast!" if you're struggling to book spots. You'll be more respected and admired if you stay open and bring them along the journey.

5. Charging more for payment plans.

This is a hot topic, but charging more for payment plans is not ethical. You're essentially punishing someone who WANTS to be a part of your offer, but they just can't afford to pay it all upfront. Someone should not pay more simply for being mindful of their finances.

A big debate for charging more for payment plans is that sometimes payments fail. This is a rare case, and to avoid that, set up email sequences for failed payments and have your clients sign a contract with sections specifically about failed and late payments.

Tips for Getting Started

Now that you know what to avoid when it comes to ethical marketing, let's dive into some tips for improving your marketing strategy.

Stay honest and transparent.

Share what you feel comfortable with, but don't lie to your audience. By being honest and transparent about your business and how things are going, you're going to naturally build trust. People will respect you more for this and will be excited to hear from you.

Note when something feels aligned.

You know that gut feeling you have when something feels off? Take notice of that. If a sales or marketing tactic gives you that uncomfortable gut feeling, it likely isn't aligned for you. On the other hand, if something makes you feel joy or a sense of purpose, do more of that.

Take feedback into consideration.

Constructive criticism is a good thing if it comes from someone you respect. If a business friend or a member of your audience provides feedback on your strategies or something you say or do, take that into consideration.

Conclusion

Ethical marketing will evolve over time for you and your business, so keep staying true to yourself and your values. If you'd like to discuss your ethical marketing strategies with someone who can provide some clarity, guidance, and support along the way, I invite you to book a 60-minute strategy session with me here.