EP 208: The Ethical Way — Ethical Copy w/Tarzan Kay

May 11, 2021 Bobby Klinck
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We’re continuing our journey down the ethical way, and today I’m joined by Tarzan Kay to talk about ethical marketing. Tarzan has been thinking and talking about writing ethical copy, and I’m  excited to share our discussion about how we can be ethical online marketers.

We dive into how we think about ethics in online business and some of the assumptions that people make when they hear the word “ethical.” We also don’t hold back in discussing some of the problematic tactics that are so common in the online marketing world. You don’t want to miss this episode.

What You'll Learn in Today's Episode

  • When Tarzan realized there was a problem in the online marketing industry.
  • The complexity between people being vulnerable and in enough pain to need a solution and the pressure put on them to take responsibility for their situation.
  • How negative emotions are used to manipulate people instead of influence them.
  • Where the line is between agitating pain and acknowledging the problem.
  • Why we need to do the work to understand why the offer is important and how to make it compelling without making people feel negative emotions.
  • How to use testimonials in a way that represents real results.
  • What role money plays in your marketing and why you need to tell the whole story when you’re including revenue numbers.
  • Why you are the one who gets to help change the online marketing industry.
  • Why Tarzan named her program Copy Caboose.
  • Why you need to assume that our customers are as smart as you are.
  • How to deal with fast action bonuses and other persuasion strategies.
  • The problem with introducing something not true, like “deciding to add a payment plan.”
  • Why you need to consider how your marketing makes people feel.
  • Why you need to play the long game instead of just focusing on the short game.
  • The truth behind marketer math and revenue numbers.