Now, let’s say that gym is offering a “6-Pack Abs Bundle” that promises washboard abs in under three weeks.
That’s where manipulation becomes deception.
See the difference?
Deception Is When You Make a Claim That Isn’t True
“Lose 30 pounds in one week!”
“Become a WordPress master without learning code!”
“Gets rid of wrinkles”
“Delicious meals in under 30 minutes—with no processed ingredients!”
The only meal that takes less than 30 minutes to prepare is cereal (or something you’ve defrosted…and it definitely has processed ingredients). The point is: People feel uncomfortable with sales because it’s “manipulative,” but manipulation isn’t the problem. Deception is.
Deception is when you are consciously deceiving someone.
It’s when you promise something you can’t deliver, offer a result that isn’t possible, or sell someone something you told them was great, when it’s definitely not great.
To quote the master of direct sales himself, David Ogilvy, “The customer isn’t dumb, she’s your wife.” Deceiving her might work once, but it won’t work twice. Deception isn’t good for you, it’s not good for your customers, and it’s certainly not good for your business.
If you want to sell more and sell effectively, tell the truth about how incredible your product is. And use manipulation to amplify that truth to entice people to take action today.
Margo Aaron is a former psychological researcher and current founder of That Seems Important, a community for people who think it’s normal to want to change the world.
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