The recessionary economy affecting all parts of the globe is not news; we have all been suffering through this difficult period and doing our best to survive. As an internet marketer, you’ve got bills to pay, too. But it is ethical to be marketing during a recession to gain more sales?
It is if you do it for the right reasons.
Resolving Moral Issues
The first thing you have to realise is that you are providing a service. You must believe in what you do 100%. If you are selling a video seminar that teaches people how to invest in the stock market, for instance, you have to believe that the information provided is valuable and fills a real need. After all, if you don’t believe your seminar is worthwhile, why would anyone else?
The second thing to consider is that your product is helping someone to make money. Yes, it is going to cost them some of their hard-earned dollars but the end result is supposed to be that the customer can make a profit or enhance their life in some way. If you’ve done everything possible to teach them the skills to become profitable and they fail, it is not your fault.
Marketing During A Recession
Some people grasp at straws to try and make a quick buck, especially during a recession. This is human nature. Clearly state in your marketing efforts that the customer cannot expect to become rich overnight. Hype doesn’t do good for them, or for you.
Now, perhaps more than ever, it is essential that marketing messages are transparent. Don’t make your product out to be more than it is. Sure, you need to talk it up and entice visitors to your website to buy your product. But you certainly do not need to guarantee instant success or any other claim that is too good to be true.
Instead, your marketing efforts should focus on how you are helping customers. You are providing information or a product that will somehow enhance their life, whether this is from making money, automating a task, or providing valuable information.
One way to market is to show the ROI. Give real-life examples of how a customer turned their life around or solved a problem by using your product. Use actual figures. For example, you could include copy like this in your sales letter: “Mr. X went through the entire video seminar and learned the real secrets to investing in up-and-coming stocks. For an initial investment of $20, he realised a profit of $200 by following the steps in the seminar by finding a stock he could buy low and sell high.”
This type of copy not only entices a visitor to buy your product, it clearly shows them that financial success can be achieved – but it doesn’t make outrageous claims.
Don’t be afraid of taking advantage of marketing during a recession to sell more of your products. You can use the fact that people are looking to find new sources of income to your advantage. People looking for a way to boost their income and survive could benefit – if you sell them a valuable product or teach them how to improve their life.
See you at the top of Google!
Sean Rasmussen
SEO Australia Pacific
AussieSEO.com © 2007 - 2010
During a recession honest marketing and keeping your integrity is even more important. But not marketing would be not fair. You do keep an opportunity from potential clients to get ahead. As long as you really have a good product you need to share it with others and give them the opportunity to buy it.
.-= Renee´s last blog ..Definition Of Motivation =-.
Exactly Renee, this article only makes sense (and would be ethical) if you do have a product that you know very well could benefit people during a time of need.
Hi Sean,
I think it’s fine to market within a recession. It all comes down to whether you believe in your product and believe that it will really help people. In the case of internet marketing, there is virtually no risk.
You can start marketing affiliate products from free sites. You don’t have to spend any money. It doesn’t get any better than that in a recession.
.-= Jazz Salinger´s last blog ..Learn and Earn – It’s a Marathon Not a Sprint =-.
I guess the rules change when marketing in a recession. You should always be ethical but even more so when you know people are hurting financially. I hate pushy sales people at the best of times but when you are feeling the pinch they are even more annoying. The other side of the story is the person you are marketing too can always say no.
.-= Jackie Stenhouse´s last blog ..Anxiety Separation in Children =-.