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EP 204: The Ethical Way — Take Responsibility

April 13, 2021 Bobby Klinck

We’re continuing our exploration of the ethical issues that come up in the online marketing space when you’re selling a transformation rather than a physical product. Today we’re addressing the responsibilities we have as marketers for the results of our students.

In the past, I’ve said that we’re not responsible for the results of our students. This is the conventional wisdom in the online marketing world. But what I want to talk about today is: have we taken this too far? 

How does our marketing affect the results of our customers and what role does it play in causing people to buy? If our promises convince them to buy, then we need to take some time to think about what our obligations are for their results.

What You'll Learn in Today's Episode

  • The extent to which we as marketers have to take responsibility for the results our audience gets.
  • What the American Marketing Association says about our responsibility to our customers.
  • How our promise impacts purchase decisions and what our obligation to help our students get these results is.
  • How every decision we make in our marketing has consequences.
  • What your responsibility is if you have a limited open cart period.
  • What your obligation to tell people if your product isn’t the right fit for them is.
  • What your obligation to tell people that your event or call is a sales opportunity is.
  • Every decision you make comes with consequences.
  • Why we need to stop thinking that we don’t have any responsibility for the results of our student who do the work.
  • Email or find me on social media and let me know what you think. I’d love to continue the discussion.