Launching Ethically

As many of you know, I’m passionate about integrity in business. I often feel like I don’t fit into this industry because so many businesses now use questionable marketing tactics to drive sales. This has never felt right to me. People launching ethically wasn’t something I saw often, if at all. 

Throughout my career, I’ve always tried to do things differently. For example, in my affiliate launches, I prioritise the client’s needs over profits or affiliate relationships. If I find out that an affiliate is using shady tactics, I won’t hesitate to cut ties with them. Transparency is crucial to me, and I want my business to reflect that.

Over the past few years, I’ve noticed that these shady tactics have become even more common in the industry. What used to be called “bro marketing” is now just as prevalent among women. In the last couple of years, it’s gotten noticeably worse. More and more people are feeling deceived by the online business world.

Some of these tactics have become so normalised that people don’t even realise they’re manipulative. For example, using limited-time offers or exclusive bonuses to create urgency is standard practice now. While these strategies aren’t the worst, they still play on people’s fear of missing out (FOMO) to push them into making quick decisions, sometimes before they even know if they really need the product.

In marketing, there are various levels of tactics, ranging from basic to more manipulative strategies. Let’s break them down:

1. Basic Tactics: These are the standard methods we see in ads all the time. They’ve been around for so long that they’ve become normal and are often not considered manipulative. People are aware of these tactics because they’re widely used and predictable.
2. Trauma Marketing: This tactic involves leveraging people’s past traumas to drive sales. For example, if you know that some of your audience members have experienced bullying or exclusion, you might use language like, “Don’t be left out—join us to fit in with the cool crowd.” This approach preys on past pain points to encourage people to buy, rather than focusing on the actual value of the product.
3. Fear-Based Marketing: This is a more recent and intense tactic. A common example is “invisible offers,” where you promote a product or course without revealing any details about it. For instance, you might announce that a course will be available on Friday but won’t disclose what’s included. Initially, it’s priced at £111, but if you don’t buy it right away, the price will increase significantly over the next few days. This creates a fear of missing out (FOMO) and pressure to buy quickly without knowing if the course is right for you.

The goal here is to exploit people’s fear of missing a great deal or being left behind. While it might drive quick sales, it can also lead to buyers spending money on something they don’t truly need, just because they were scared of missing out on a perceived bargain.

These tactics often spread quickly in the industry. When one marketer uses a fear-based or manipulative approach and finds success, others follow suit. This creates a cycle where dubious methods become more widespread, contributing to a problematic trend in marketing.

The ripple effect of manipulative marketing tactics can be massive, especially when someone with a large following uses them. When a popular figure employs such tactics, millions of people can end up feeling deceived, buying things they didn’t really need or that weren’t worth the price.

I wanted to demonstrate that it’s possible to sell effectively without resorting to these manipulative techniques. A well-designed program that genuinely meets people’s needs and offers real value can succeed without relying on high-pressure sales tactics. That launching ethically is possible.

I decided to run an experiment with a program that was completely outside my usual offerings. Many people had said, “It’s easy for you—you’re already known for passive income. People will always buy that.” So, I wanted to test whether I could launch a new program without using any high-pressure tactics or manipulative strategies.

The program, called Visible, was designed to help people increase their visibility through various platforms like social media, podcasts, and books. It was a six-week course priced at a standard rate of $597, instead of the inflated prices often seen in the industry. I wanted to see if it was possible to achieve a successful launch without resorting to the usual sales tricks.

For the first time, I ran a masterclass without any of the usual pressure tactics. I explicitly told participants not to buy the course because of FOMO (fear of missing out) or because they thought they’d miss a deal. I only wanted people to purchase if they were certain the course would solve a problem for them. To back this up, I offered a no-questions-asked refund within the first two weeks if someone felt they bought out of FOMO.

We also included bonuses that were available to everyone who signed up, regardless of when they bought. There was no time limit or urgency associated with the bonuses.

The launch was a success, generating around £230,000 (approximately $280,000). This result proved that with launching ethically it’s possible to achieve significant sales without relying on manipulative tactics.

However, this experience highlighted how ingrained manipulative tactics are in our industry. Even though I was committed to launching ethically, I found myself tempted by familiar strategies. It made me realise that we’re often taught to persuade and push, which can lead to manipulative practices. Instead, I believe we should focus on offering something genuinely valuable that meets people’s needs at the right time.

Sadly, manipulative tactics in sales have created a culture where buyers are reluctant to speak out against unethical practices. Many people felt compelled to stay silent, fearing that any criticism might reflect poorly on them or provoke backlash from influential sellers.

As people are becoming more and more aware of these manipulative methods, launching in general is changing. The strategies that worked perfectly two years ago simply don’t cut it anymore.