During any discussion about marketing ethics, I’m always reminded of a comment a former coworker made decades ago: “I’d never date anyone who works in marketing.”
When I inquired about his reasoning, he replied:
“It’s just so sleazy. Choosing that line of work says a lot about a person.”
Since I was young and impressionable, that sentiment stayed with me. So I was naturally conflicted years later when I wanted to learn how to become a freelance writer and discovered copywriting and content marketing.
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Marketing ethics 101
At that time, I had two challenges:
- Promoting my writing business to prospects
- Justifying competitive rates and delivering a return on investment to the clients who hired me
Learning about ethics in marketing solved both of those issues. At the risk of being viewed as “sleazy,” I dove into storyselling.
Marketing ethics bring integrity to your business by displaying a steadfast commitment to the best interest of your customers in your persuasive writing. You promote your products or services with honesty, in a fashion that helps the exact right people find your offers.
Ethical marketers don’t want to be seen as shady
This topic is similar to when I wrote about the difference between clickbait and damn good headlines.
When conscientious, ethical marketers who have legal, safe, and useful offers don’t want to be associated with those who don’t use ethics in marketing, they often hold back from fully promoting their products or services.
But if you have a great offer, weak marketing actually does everyone a disservice.
It’s a great tip for beginner writers and reminds me of one of Sonia Simone’s rules of making a living online …
Nothing sells itself
I had to first feel confident that my writing services could help businesses achieve their goals, and then realize my marketing story wasn’t tricking anyone into hiring me. I also wasn’t scamming anyone by not delivering what I promised.
My services deserved to be marketed, and the same is true for your writing business if you want to make money as a freelance writer.
Any remarkable product or service you offer deserves stellar ethical marketing.
What does ethics in marketing look like?
Luckily (assuming you’re an upright citizen to begin with), you don’t have to overcomplicate this part of your business.
Marketing ethics for professional writers can be as simple as:
- Telling the truth
- Citing proper sources in your content
- Respecting different opinions
- Putting your prospects’ needs first
- Delivering excellent customer service
- Managing a civil online community
- Taking responsibility for your actions
See? You don’t have to abandon your pre-existing values to run a business. You can (and should) make them work for your online business ideas.
5 real-world examples of marketing ethics
As bestselling author Daniel Pink has said:
“We’ve moved from buyer beware to seller beware.”
Consumers have a lot of choices, and they can perform extensive research to make smart buying decisions — whether they need gluten-free cupcakes in Brooklyn or luxury real estate photography in Los Angeles.
The consumer is in charge, and it’s your job to learn how to build trust in relationships.
Here are five real-world examples of marketing ethics and ethical advertising that help educate prospects about their options in the marketplace.
1. Go-to wine
Years ago (I’m taking it back again), I was in the checkout line at the grocery store and the woman behind me was buying a bottle of Yellow Tail wine.
Even though I knew nothing about wine, I liked Yellow Tail and frequently brought it as a gift to parties.
Feeling chatty, I said to her, “That’s a good brand of wine.”
“Oh? I’ve never had it before,” she replied.
“The bottle stands out. It’s my go-to,” I informed her.
A few months later, I started seeing commercials for Yellow Tail wine on television, dubbing the brand “the go-to.”
Coincidence? Was the woman a copywriter for the company’s advertising agency?
We’ll never know.
But I thought the campaign was a great example of marketing ethics. It communicates that the brand is fun, playful, and a good fit for any casual occasion.
2. Catwalk pants
I always get a lot of compliments on a long “skirt” I like to wear.
However, it’s actually a pair of pants.
When I asked the saleswoman inside the boutique where I got them if she could direct me to “the skirt in the store’s window,” she told me they’re called “catwalk pants,” which are similar to harem pants.
I liked that even more. Sold.
If the store didn’t highlight some of the unusual items it sells, it wouldn’t attract the right prospects.
The window display led me to the lovely fashion find.
3. The ethical marketing of soft drinks for $1
McDonald’s often runs an ad about their $1 any-size soft drinks.
If a thirsty prospect looking for a large soda didn’t know about this deal and chose one of McDonald’s competitors, McDonald’s wouldn’t get the sale and the prospect would pay more for a soft drink.
Because of the marketing ethics of this ad, a prospect has the information to make a choice that will save him money.
4. Haircut reminders
At the salon my friend Marie goes to, they ask customers for their email addresses and about how often they cut/color their hair.
Every time a customer comes in for an appointment, they start tracking that customer’s “hair journey” and send her an email reminder that it’s time to get her hair cut/colored at precisely the time the customer starts thinking about her hair needs.
This is Marie’s favorite part: They also offer 20 percent off the customer’s next visit, every time.
The salon knows the customer could easily go elsewhere, so the email reminder and discount encourage returning business. This is a solid example of marketing ethics.
5. Upcoming events
You know I’m picky about adding my email address to lists, but I rarely unsubscribe from newsletters I get after purchasing concert tickets.
Even if I don’t go to 98 percent of the featured shows, I like knowing about the live music events going on around where I live.
These newsletters are a free and convenient way for me to find out about my options, and I’ll eventually buy tickets from the vendors again.
Ethics in marketing helps you overcome short-sided notions
If you know you have a great product or service that can help people, overcoming any mental blocks or short-sided notions about marketing ethics is an important step.
Marketing isn’t a scheme that tricks people into paying attention to you. It’s a form of communication that bridges the gap between interested consumers and the companies that can fulfill their wants and needs.
Reader Comments (14)
Thanks for once again sharing a great post, Stefanie! I always get so much out of each one! I don’t have a marketing example to share off the top of my head, but I am taking your input to heart as I continue to develop my own writing business online. I find it an interesting (and somewhat challenging) experience moving from strictly conventional methods to embrace the internet world! I do love it, though! Thanks again!
Thank you, Jane! We’re happy to be part of your journey. 🙂
The first statement about equating marketing with sleaziness caught my attention.
That’s not to say that I agree with it but moreso to add this to the conversation.. Marketing, like anything else can be seen in a very negative way when it’s done unethically, is self-serving and doesn’t promote a good product or service.
The next statement that caught my attention is that when you have a great product it deserves really good marketing.
We often times undersell ourselves because we aren’t sure that what we’re selling warrants the price tag associated with it. I think many content marketers have been guilty of this and confidence in the content that we’re producing and in the art of writing is certainly worth display and a platform.
As this article stays, “My services deserved to be marketed, and the same is true for your writing business”.
With that said, the ad about McDonalds is one that I really connected with on this article that aligned really well with the comment on how remarkable products deserve stellar marketing. You don’t know what you don’t know until you know what you don’t know and without the marketing that took place for this ad, others would not have discovered their great deal.
That’s great marketing which also begs the question.. what services or products do you have that people don’t know about because you haven’t invested the time into marketing it ?
There are so many good bloggers online with phenomenal content and sellable writing services that absolutely no one knows about because of poor marketing.
All in all, this article re-energizes the reality that marketing is necessary and an absolute good thing for all industries when it is done ethically.
This article was super helpful and on point, thank you so much.
Stephanie,
As a former purchaser, I met plenty of sleazy salespeople during the years, but overall I enjoyed the marketing material by our supplies and other companies that I got in contact with.
I am now a social media evangelist, podcaster, and aspiring author (writing a book series on tea). I base my marketing activities on the trader principle and positive referrals by the word of mouth.
I actually encountered a marketing/sales situation yesterday that didn’t sit right with me, and I said to the friend I was with, “See! That’s what people think marketing is! They get the wrong idea.”
But it doesn’t have to be like that. 😉
Great article, Stephanie! Totally agree with you.
Hi Stefanie,
It’s a great post. Short but meaty.
Since you asked for the example, I want to share my eBook cover design story. I tried to play with the design myself, probably, because I love being creative, but I’m in no position to be called a graphic designer – it’s not my area of expertise either. But, I needed the eBook cover.
The eBook’s name was, “How to Start Freelancing When You Have Zero Experience.”
So I came up with an idea to design an eBook cover with a large text portraying the name, with the digit zero as the eBook logo. It worked out very well. In fact, some blog readers applauded the audacity for being creative and coming up with something different.
I love these real-life happening right now examples, they show that marketing is everywhere all around us whether we realize it or not, and it definitely doesn’t feel sleazy 🙂
I teach advertising so I always get treated like the Mistress of the Dark Arts when people find out what I do. Apparently, I force people to buy things they don’t need. *eye roll* But look at all the amazing things advertising has been able to highlight, like the Always ‘Like A Girl’ campaign. Sometimes you just have to suck it up and realise you have to sell something, but as long as it’s something you believe in wholeheartedly you’re not selling it, you’re sharing it.
Love these two points, LJ!
Advertising is essentially a form of communication … so as you highlight, yes, it can be used for a positive message. 🙂
And since people do need and want things, they’re going to look for the products or services that best suit them. If you’re in business, you’re responsible for showing prospects what you have and why it’s special.
Thank you, Stefanie, for writing such an awesome article on marketing ethics.
I’m just starting off with digital marketing, and your blog post has helped me figure out what to do next.
Stephanie,
As a former purchaser, I met plenty of sleazy salespeople during the years, but overall I enjoyed the marketing material by our supplies and other companies that I got in contact with.
I am now a social media evangelist, podcaster, and aspiring author (writing a book series on tea). I base my marketing activities on the trader principle and positive referrals by the word of mouth.
Thanks for the great info! I’ve talked to people who think marketing involves “tricking” people into buying things they don’t need, when in fact it’s just making them aware of something they already need.
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