Is your Marketing Motivating or Manipulating?

If you are a consultant, coach or service provider who cares deeply about the impact your work or service has on your client, this can leave you with a big “sword of Damocles” question hanging over your head.

How can I tell if my marketing is motivational or manipulative?

Just recently I watched two programmes which were brilliant examples of both,

The first was a movie called “The Colour Room” which was the story of Clarice Cliff the iconic pottery designer in the 20s (available on Sky Cinema)

The second, is a miniseries called “Dopesick”- the story of the family-owned company Purdue Pharma who are responsible for the catastrophic opioid epidemic in the US since the ’90s. (available on Disney +)

Yes, your right, you couldn’t get more diverse subject matters but being the marketing nerd I am, I immediately saw how the two were related.

In the former, Clarice Cliff saw that the woman of her generation and class, lived a life of drudgery and she wanted to bring light, joy and pleasure to them with her bright coloured patterns and unusually designed cups, saucers and teapots.

The latter knew if they could change the medical profession’s attitude toward prescribing narcotics, and convince them that opioids were non-addictive and safe to prescribe for pain relief that millions of pain-suffers would become addicted to their product.

After many battles within the male hierarchy of her employers, Clarice Cliff finally and effectively marketed her pottery to women and sold over 8.5 million pieces. That would be an amazing result in today's world but in the 1920s it was staggering.

Purdue Pharma also succeed and made billions in profits however their method was to mislabel their product as non-addictive and millions of people suffered consequently.

So of course, the difference between these two marketing stories is their INTENT.

Clarice’s intent was to make women happier and improve their quality of life.

Purdue Pharma's intent was to make even more money (they were already billionaires).

You see in our conscious mind we all know we are a Clarice Cliff looking to bring only value to our clients but lurking in our shady subconscious is the hidden fear that maybe there is a little of the Purdue Pharma within us which it’s all about the money.

These hidden fears block us from manifesting more money into our business, close us down energetically and hold us back from selling our product or service to the extent it deserves.

You see, manipulative marketing is getting your audience to do something to benefit you.

Motivational marketing is all about encouraging your audience to take action that will benefit them.

Motivational marketing is people and profit-centric, manipulative marketing is purely profit-centric.

The paradox of these two stories is that Purdue ended up bankrupt and Clarice Cliff pottery is now collectors’ items.

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