{"id":24301,"date":"2020-07-13T03:59:14","date_gmt":"2020-07-13T10:59:14","guid":{"rendered":"https:\/\/dottotech.com\/?p=24301"},"modified":"2020-10-23T02:06:36","modified_gmt":"2020-10-23T09:06:36","slug":"ethical-vs-unethical-marketing","status":"publish","type":"post","link":"https:\/\/dottotech.com\/ethical-vs-unethical-marketing\/","title":{"rendered":"Unethical Marketing: Thoughts on Transparency and Trust &#8211; GM48"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24301\" class=\"elementor elementor-24301\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6d57f747 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6d57f747\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;a6e03f3&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-708f1bbb\" data-id=\"708f1bbb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5a1d69e elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"5a1d69e\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2020\/07\/Transparency-and-Trust-GM48.png\" class=\"attachment-full size-full wp-image-24303\" alt=\"Unethical Marketing: Thoughts on Transparency and Trust\" srcset=\"https:\/\/dottotech.com\/wp-content\/uploads\/2020\/07\/Transparency-and-Trust-GM48.png 1280w, https:\/\/dottotech.com\/wp-content\/uploads\/2020\/07\/Transparency-and-Trust-GM48-300x169.png 300w, https:\/\/dottotech.com\/wp-content\/uploads\/2020\/07\/Transparency-and-Trust-GM48-720x405.png 720w, https:\/\/dottotech.com\/wp-content\/uploads\/2020\/07\/Transparency-and-Trust-GM48-768x432.png 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75afb8a elementor-widget elementor-widget-text-editor\" data-id=\"75afb8a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Are you practicing unethical marketing? Is there even such a thing as ethical marketing? Find out in this episode of the Grey Matters Podcast.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea74cf9 elementor-widget elementor-widget-html\" data-id=\"ea74cf9\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<iframe title=\"Transparency and Trust - GM48\" height=\"122\" width=\"100%\" style=\"border: none;\" scrolling=\"no\" data-name=\"pb-iframe-player\" src=\"https:\/\/www.podbean.com\/media\/player\/dd238-e301bb?from=yiiadmin&download=1&version=1&skin=1&btn-skin=107&auto=0&share=1&fonts=Helvetica&download=1&rtl=0&pbad=1\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6084ab18 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6084ab18\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;0747da7&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-3b516d62\" data-id=\"3b516d62\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-149faf0 elementor-widget elementor-widget-image\" data-id=\"149faf0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasts.apple.com\/sb\/podcast\/grey-matters-with-steve-dotto\/id1445594874\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/iTunes-Grey-Matters-Buttons-2.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-19970\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-83baf2d\" data-id=\"83baf2d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-29eb5f71 elementor-widget elementor-widget-image\" data-id=\"29eb5f71\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9ncmV5bWF0dGVycy5wb2RiZWFuLmNvbS9mZWVkLnhtbA\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/Google-Grey-Matters-Buttons-1.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-19969\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-31db6410\" data-id=\"31db6410\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-309f839d elementor-widget elementor-widget-image\" data-id=\"309f839d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.stitcher.com\/podcast\/steve-dotto\/grey-matters-2\" target=\"_blank\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/Grey-Matters-Stitch-Buttons-1.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-20096\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0684b66 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0684b66\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;bff6ae3&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-24359fd\" data-id=\"24359fd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7a7abb3 elementor-widget elementor-widget-text-editor\" data-id=\"7a7abb3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The one thing I struggle with to this day in the online marketing world is the sales process. The techniques which we can and do use to sell our products or services.\u00a0<\/p><p>So much research has gone into &#8220;crafting the perfect offer&#8221;. In some cases, online marketers spend more time on the sales pitch that they do on\u00a0the product they are selling, and that offends me.\u00a0<\/p><p>I have thin skin when it comes to online ethics.<\/p><p>This week I break down our current project as wee are preparing to take the sales offer to the public. I look behind the scenes at a product launch and the decision-making process we are going through to best strike a balance between effective and manipulative sales.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5471f45 elementor-widget elementor-widget-heading\" data-id=\"5471f45\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Are You Practicing Unethical Marketing Techniques?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ddc015d elementor-widget elementor-widget-heading\" data-id=\"ddc015d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-medium\">Show notes:<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a44402f elementor-widget elementor-widget-text-editor\" data-id=\"a44402f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">0:00<\/span>] \u2013 Steve shares an important update regarding the recently announced \u201cGrey Wave\u201d membership group.<\/p><ul><li>The team is currently determining the approach and structure of the webinar.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d96c235 elementor-widget elementor-widget-text-editor\" data-id=\"d96c235\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">1:28<\/span>] \u2013 Steve provides some background on today\u2019s topic: ethics, transparency, and trust.<\/p><ul><li>It\u2019s front and foremost on Steve\u2019s mind as he\u2019s working on the content for the webinar.<\/li><li>A colleague has recently found himself embroiled in a social media controversy related to his marketing style.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8dbf01 elementor-widget elementor-widget-text-editor\" data-id=\"d8dbf01\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">3:50<\/span>] \u2013 Steve feels like he\u2019s attending a group counseling session.<\/p><ul><li>He is having to challenge and reevaluate all his preconceptions about the mechanisms we use to sell and to market\u2014which ones he\u2019s comfortable with, and which ones he isn\u2019t comfortable with.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e567df6 elementor-widget elementor-widget-text-editor\" data-id=\"e567df6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">5:24<\/span>] \u2013\u00a0 <b>A timeout to thank our community on Patreon!<\/b><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-20085a7 elementor-widget elementor-widget-text-editor\" data-id=\"20085a7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">6:28<\/span>] \u2013 Steve talks about his controversial colleague.<\/p><ul><li>The colleague, a marketer, is selling protective masks, and leaning into the divide between mask advocates and anti-maskers through his marketing techniques.<\/li><li>He used the story of an anti-masker who reportedly died of COVID-19 to steer people towards buying masks.<\/li><li>Essentially, the marketer took advantage of a sad situation to benefit himself, not with a conciliatory approach, but a divisive one designed solely to sell products.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b3f12e elementor-widget elementor-widget-text-editor\" data-id=\"5b3f12e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">9:40<\/span>] \u2013 Steve shares his personal journey in determining the marketing style he\u2019ll use for the webinar.<\/p><ul><li>The product launch is the culmination of many years of work; in order to do it right, Steve hired coaches to help him.<\/li><li>Steve acknowledges his skills as an educator, but recognizes his shortcomings in sales and marketing.<\/li><li>Hiring a marketer serves both himself and his community; if he believes his offer is truly beneficial, then convincing more people to take it means helping more people.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f02f6d6 elementor-widget elementor-widget-text-editor\" data-id=\"f02f6d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">12:30<\/span>] \u2013 Steve mentions a slippery slope or fine line between creating a compelling offer and being distasteful or despicable in your approach.<\/p><ul><li>Steve wants to make sure that he\u2019s approaching his marketing from \u201cthe right side\u201d; this has created a fascinating dynamic with the coaches he has talked to.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a354a0 elementor-widget elementor-widget-text-editor\" data-id=\"1a354a0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">14:50<\/span>] \u2013 Steve gives a rundown of the standard webinar structure.<\/p><ul><li>First, gather an audience and get an idea of who your audience is.<ul><li>Create a kinship by creating the feeling that there\u2019s value, which in turn creates social proof.<\/li><li>Beyond that, webinars are structured to help set the stage for latecomers, without taking too long to get to valuable content.<\/li><li>The host needs to build a relationship with the\u00a0 audience by using the know, like, and trust factor.<\/li><\/ul><\/li><li>There are differences in approaching a warm audience versus a cold audience.<ul><li>Your audience should know who you are and understand your motivation.<\/li><li>You can accomplish this by describing a common pain, setting expectations, and creating a unified mission.<\/li><li>You don\u2019t want to waste people\u2019s time and you don\u2019t want to have dissenters in the chat, which is why you want to challenge people at this point.<\/li><\/ul><\/li><li>Next, tell the story.<ul><li>Go through the narrative (the bulk of the webinar), and make the audience understand the value being offered.<\/li><\/ul><\/li><li>At the part where you start selling and establishing the price, that\u2019s where it becomes challenging.<ul><li>One technique is \u201claddering\u201d &#8211; essentially asking what the audience would be willing to pay for your offer.<\/li><li>One can overcome audience objections by answering questions straight up, referring to a compelling backstory, or (often) through testimonials and social proof.<\/li><li>Another technique is upselling, which is selling a base product, but making more profit by showing additional \u201cupgrades\u201d; this borders on unethical marketing.<\/li><li>Yet another technique is the layering of bonuses\u2014increasing the value of an offer until it becomes an \u201coverwhelming offer.\u201d<ul><li>What makes this unethical marketing is that said bonuses often aren\u2019t used, even though they were the decisive element that pushed the consumer to buy (ergo, it\u2019s manipulative).<\/li><\/ul><\/li><li>The last technique, and another big one, is scarcity.<\/li><\/ul><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05984ea elementor-widget elementor-widget-text-editor\" data-id=\"05984ea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">30:50<\/span>] \u2013 Steve talks about scarcity as one of the most powerful tools for selling products and services.<\/p><ul><li>The \u201cfast action bonus\u201d creates a sense of urgency to help potential buyers make that purchasing decision; this has made scarcity one of the most intriguing aspects of online sales.<\/li><li>Steve believes that artificially creating a sense of scarcity just to push sales is NOT a legitimate use of the concept as a social trigger.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-40ecf09 elementor-widget elementor-widget-text-editor\" data-id=\"40ecf09\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">34:11<\/span>] \u2013 Steve shares how the next few weeks will be crucial.<\/p><ul><li>Steve explained why he decided to move slowly in marketing this webinar.<\/li><li>He also described online businesses as \u201ca work in progress.\u201d<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9644357 elementor-widget elementor-widget-text-editor\" data-id=\"9644357\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>[<span style=\"color: #ff6600;\">37:30<\/span>] \u2013 Steve\u2019s parting thoughts.<\/p><ul><li>An invitation to share this episode with any Baby Boomers or Gen Xers who might be a good fit for Grey Wave membership.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-66f148c elementor-widget elementor-widget-text-editor\" data-id=\"66f148c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Resources!<\/b><\/p><ul><li><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"http:\/\/patreon.com\/dottotech\">Support DottoTech on Patreon<\/a><\/span><\/li><\/ul><ul><li><a href=\"http:\/\/patreon.com\/dottotech\"><span style=\"color: #ff6600;\">Patreon Course: Don\u2019t Retire, Rewire<\/span><\/a><\/li><li><a href=\"https:\/\/dottotech.com\/gm39\/\"><span style=\"color: #ff6600;\">Trust, with Marcus Sheridan \u2013 GM39<\/span><\/a><\/li><li><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/dottotech.com\/what-we-need-is-trust\/\">What we need is trust! <\/a><\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f83daee elementor-widget elementor-widget-spacer\" data-id=\"f83daee\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-245482a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"245482a\" data-element_type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[{&quot;jet_parallax_layout_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_id&quot;:&quot;0747da7&quot;,&quot;jet_parallax_layout_image_tablet&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_image_mobile&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;jet_parallax_layout_speed&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:50,&quot;sizes&quot;:[]},&quot;jet_parallax_layout_type&quot;:&quot;scroll&quot;,&quot;jet_parallax_layout_direction&quot;:null,&quot;jet_parallax_layout_fx_direction&quot;:null,&quot;jet_parallax_layout_z_index&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x&quot;:50,&quot;jet_parallax_layout_bg_x_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_x_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y&quot;:50,&quot;jet_parallax_layout_bg_y_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_y_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size&quot;:&quot;auto&quot;,&quot;jet_parallax_layout_bg_size_tablet&quot;:&quot;&quot;,&quot;jet_parallax_layout_bg_size_mobile&quot;:&quot;&quot;,&quot;jet_parallax_layout_animation_prop&quot;:&quot;transform&quot;,&quot;jet_parallax_layout_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;]}]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-cb55e41\" data-id=\"cb55e41\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-df52b47 elementor-widget elementor-widget-image\" data-id=\"df52b47\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/podcasts.apple.com\/sb\/podcast\/grey-matters-with-steve-dotto\/id1445594874\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/iTunes-Grey-Matters-Buttons-2.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-19970\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e46c2bc\" data-id=\"e46c2bc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d1f52e1 elementor-widget elementor-widget-image\" data-id=\"d1f52e1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cHM6Ly9ncmV5bWF0dGVycy5wb2RiZWFuLmNvbS9mZWVkLnhtbA\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/Google-Grey-Matters-Buttons-1.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-19969\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e88fb5e\" data-id=\"e88fb5e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0b1e9d5 elementor-widget elementor-widget-image\" data-id=\"0b1e9d5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.stitcher.com\/podcast\/steve-dotto\/grey-matters-2\" target=\"_blank\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"283\" height=\"68\" src=\"https:\/\/dottotech.com\/wp-content\/uploads\/2019\/05\/Grey-Matters-Stitch-Buttons-1.png\" class=\"elementor-animation-shrink attachment-full size-full wp-image-20096\" alt=\"\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Are you practicing unethical marketing? Is there even such a thing as ethical marketing? Find out in this episode of the Grey Matters Podcast.<\/p>\n","protected":false},"author":9,"featured_media":24303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"passster_activate_protection":false,"passster_protect_child_pages":"","passster_protection_type":"password","passster_password":"","passster_activate_overwrite_defaults":"","passster_headline":"","passster_instruction":"","passster_placeholder":"","passster_button":"","passster_id":"","passster_activate_misc_settings":"","passster_redirect_url":"","passster_hide":"no","passster_area_shortcode":"","footnotes":""},"categories":[2032],"tags":[2428,2431,24,2429,2430,2433,2432],"_links":{"self":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/posts\/24301"}],"collection":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/comments?post=24301"}],"version-history":[{"count":0,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/posts\/24301\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/media\/24303"}],"wp:attachment":[{"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/media?parent=24301"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/categories?post=24301"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dottotech.com\/wp-json\/wp\/v2\/tags?post=24301"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}