To tame that monster we created.

In my last post, I talked about six cool things that happen when you practice ethical marketing. 

If you haven’t noticed, I’m an advocate for implementing ethical practices because marketing manipulation causes too much damage to people, animals and our environment.

Since we can now easily get into the heads of our consumers via technology, we’ve created a monster.

While it’s fascinating – and important – to know how your customers think and what they want, it’s horrifying to know how much damage this has caused our society and our environment.

According to the United Nations, “the fashion industry contributes 10% of global greenhouse gas emissions due to its long supply chains and energy intensive production.” Yikes!

And yet, we produce, produce, produce and buy, buy and buy some more.

Why?

Because persuasive marketers convince us that we need more stuff.

The way you market matters.

Most of us have fallen into the trap of buying stuff we don’t even want just because we felt seduced in that particular moment.

We don’t need new gadgets every two years or a new car every 3 years though. No one NEEDS a new pair of jeans every month, nor will anyone die if they don’t get the new version of some video game.

To curb destructive production and consumerism, I’ve made it my mission to talk about marketing manipulation and encourage strategic ethical marketing because the way you market matters.

The fact that you produce high quality products in an ethical way helps tremendously, but your main goal should not be to sell as much stuff as possible and continue nurturing this greedy monster, but rather to spread this message to the mass market so that they become conscious shoppers and buy your quality products instead of cheap garbage.

Your goal is to change the way people shop by helping them make more conscious decisions.

These seven practices will help you do just that.

I’ll write about each one of them in detail over the next few months, so if you want to read more, sign up for updates.

Marketing manipulation be gone!
Seven things to implement in your ethical marketing strategy:

#1: Use rounded numbers instead of charm prices.
#2: Be honest and transparent.
#3: Encourage abundance and patience.
#4: Build trusting collaborations.
#5: Implement brilliant customer service.
#6: Be social.
#7: Close the sale ethically.

 #1: Use rounded numbers.

Have you ever wondered why most items are oddly priced at $2.99, $347 or $997?

This kind of price manipulation was created over a century ago to generate more sales because when we see a smaller number on the left, it makes us feel like we’re getting a bargain.

But when telling a friend the cost of something, you usually just say $200 instead of $197.

This tells us that we consciously know how much we’re actually paying, but still use this pricing structure because of habit. It’s just a number and everyone else is doing it, so why bother even thinking about it.

Well, what also happens in our brains is that when we see a price tag with .99 at the end, we automatically put that product in the ‘cheap, low-quality’ category. We think it’s on sale.

Which is definitely not what your products are all about!

So, what if you only used rounded off numbers across the board?

You’d be telling your customers you don’t want to use marketing manipulation and that your products are of high quality so they deserve a more fitting price tag.

It also makes math a lot easier!

#2: Be honest and transparent.

If you want to build up a sustainable business, you have to earn the full trust of your customers.

This is nothing new, but it’s even more important inside this ethical space because if you talk to people who are passionate about all life and our planet, you’re talking to empaths who most likely have trust issues with businesses that use harmful production processes.

Which is why we read labels, do our research, compare quality and harm over price, read About pages and want to know how your products were made – in detail. We even want to know who your partners are and what charities you support. Yes, we’re that nosy!

And as more and more consumers become conscious about shopping, the more people you’ll be able to please with your ethical offer.

Although this may seem like more work on your part, you now have this incredible opportunity to gain the trust of your customers and keep it forever.

It’s a long-term relationship.

#3: Encourage abundance and patience.

When you practice abundance and patience, you won’t feel the need to use scarcity and urgency marketing manipulation tactics to get customers to buy from you. They just will without that kind of sleaze.

Pop ups, emails, CTAs and any other messages that read: “Last day of Summer Sale!”, “Only 2 Spots Left – Enroll Now!” or “Order now to receive tomorrow!” are such messages to give your customers the feeling that they’ll be missing out or fail miserably if they don’t buy from you or hire you right now.

Urgency tactics motivate us to act fast and scarcity tactics cause us to become anxious if we don’t act immediately.

Both cause negative emotions so why is it that there are many blog posts about how to use scarcity and urgency tactics in your marketing to enforce these negative feelings of not enoughness or downright failure?

Because they work on both the mass and conscious consumer. Unfortunately.

But not on everyone and since you want to create a more abundant and kinder world, you can make the conscious choice not to degrade your customers because it doesn’t feel right to you.

You’re a rare breed because you care about people and our planet more than profit. And your customers love you for it.

So, instead of stirring up all these negative emotions, arouse the feeling of abundance and patience in your customers. This will also help in the trust and loyalty department as well.

Just say no to scarcity and urgency tactics.

#4: Build trusting collaborations.

You want to save animals and our environment, but it’s almost impossible to make a great positive impact alone. This is where building trusting collaborations will help.

Although a rare breed, there are plenty of people who think just like you. Who have the same mission and would like to pool resources together to make more of an impact. Hey, I’m one of them!

In this section, I’ll talk about different ways you can form collaborations to help you reach your goals and realize your vision.

I’ll talk about my own collaborations and even why I hired my competition.

Collaboration is the new competition.

#5: Implement brilliant customer service.

I used to work for a medium-sized company whose managing director was obsessed with the competition. Mind you, the competition was SO much larger than the company I worked for, so for me, I didn’t feel threatened at all. In fact, I enjoyed talking with “the enemy”, I mean their marketing director at conferences.

The mere act of wanting to “beat the competition” causes anxiety. Another negative emotion, so why is it so important to many business owners?

Look at Apple vs. Microsoft. It appeared that MS was constantly looking to see what Apple was doing and Apple copped the attitude of, “Do what you guys want, we don’t care, we’re having a great time playing in our own sandbox!”

With that attitude, Apple built up the largest long-term raving fan group to date. Not because they “beat the competition” but because they paid attention to their own customers, not someone else’s.

There are also so many things you can learn from your competition.

Pay attention to your own customers, not someone else’s.

#6: Be social.

Let’s put the social back in social media. And I don’t mean this as Mr. Zuckerberg meant it with Facebook’s algorithm change in 2018.

I mean kindness and respectful communication.

In a world where many people post or comment without thinking first. Or troll. Or spam. Or even follow.

Because people don’t necessarily know the person they’re communicating with on social media, it’s considered to be a bit like driving a car as it’s easier to bad mouth a stranger than it is a friend.

However, I see way more rage practiced online than on the road. And what that does is make our society more aggressive, anxious and inefficient which is why many modern countries are split in half right now.

I’m really looking forward to writing about this topic in full detail. Like the other tips, I’m going to use examples of the good, bad and ugly, so if you want to stay informed, sign up for updates. No pressure though, just a kind reminder!

What else to implement in your ethical marketing strategy: The 4 Cs = Communication, Connection, Collaboration and Creativity.

#7: Close the sale ethically.

How do you feel about selling? It’s icky, right? Do you now have this image of a dodgy car sales rep in your head?

What we know is that customers only buy when the perceived value far exceeds the price. This applies to both product and service-based businesses.

So, if you own a product-based business and only have an online shop, you’re faced with the challenges of having to find the right customers and justifying a high production cost.

If you’re service-based, you have to prove your expertise is going to get your clients the results they want when there are little to no guarantees.

These are tough challenges for non-salespeople.

But, it’s actually simple. All you have to do is to help potential customers make the right decision.

That could even mean NOT to hire or purchase from you.

You want this because if the wrong people buy from you and aren’t happy, they’ll never trust you again and may even write a bad review which will damage your reputation.

Being honest (#2) also helps you gain trust which is vital for your brand.

To help them make the right decision, you’ll need information. To do that, you’ll have to communicate with your customers (#5).

You can do this via surveys, contests, buyer insight interviews, polls, etc.

Once you have enough information, design and present your offer to appeal to your ideal customers and if they trust your brand, they will buy from you.

First communicate, create an incredible offer and then present it.

Want to learn how to create an ethical marketing strategy?

Absolutely, let's talk!

If you have any more ideas to avoid marketing manipulation, please share them so that others can learn and we can start to see changes in the marketing industry sooner.

Rock on,

Jessica

Photo credit: tskirde on Pixabay.

37 Comments

  1. Regan Desmond

    Hi! I’ve been following your site for some time now and finally got the courage
    to go ahead and give you a shout out from Porter Texas!
    Just wanted to say keep up the great job!

  2. xnessa7

    Hello Jessica,

    I really enjoyed to read your article about marketing manipulation. Great writing and design, I especially liked the picture you choose to illustrate the marketing manipulation.
    You are right the marketing manipulation takes a damage on us, the animals and our environment.
    I was shocked to read that the fashion industry contributes 10 % of global greenhouse emission. I did not expect that. Just because marketers persuasive that we need more things. I agree with you that we do not need new gadgets all the time , we already have them or buy new clothes all the time. I have been making sure for a long time that I buy sustainably and often ask myself if I really need the product so that I don’t spend money unnecessarily. I have noticed again and again that many people buy products that they don’t really need or already have. Also as you mentioned, I think that the sustainability of a product should be more in the foreground instead of selling as much as possible. Too often it is about money and economic growth than about people and our world. And yes, we should definitely go shopping more consciously and also make our friends and family aware of whether they really need the product or whether it would be an unnecessary purchase. Because far too often we are so fascinated by the product or the low price so that we buy it in the end. Your seven tips are definitely helpful for buyers and sellers. It is a good education for marketing manipulation.

    Best regards

    • jesslohm

      Thank you for your positive feedback. Yeah, we’ve all bought things we don’t want or need because we believe we’ll be happier with them only to find out that stuff doesn’t bring happiness, good relationships and experiences do. Cultures that don’t have a lot of money are more satisfied and grateful for what they have. We could learn a lot from them, right? Thanks again, I really appreciate your insight.

  3. Pascal.ad

    Hey Jessica,
    i hope you are well. Your entry are fraught of Information and i realy enjoyed to read. The issues you mention are important because that’s about our money and our envoirment. How you structure your text is notable. I also like your design like the little qoutes at the end of a point. You show us the topic of a point verry short, thats good because the attetion of a reader is long enough to take all these information and you do funny jokes. Today people are more conscious about what they are doing. That’s why i am believe that the people will change one day. Your points are the foundation for a better world. In my case i would say“if you dont know anything about marketing manipulation, read this article“. I knew a lot of what you mentioned but some of them were realy surprising. I Hope that you are still working on this progress to make the world better. I want to share this entry.
    Best regards :)

    • jesslohm

      Oh wow, thanks so much for your kind comments. YES, I’m still working on it, especially after a whirlwind of a year last year with FFF and XR demos on climate change and our current pandemic. We humans have so much to learn about a more conscious and kinder way of living. Please, for the love of all things beautiful on this Earth, share away! :)

  4. KarinaM

    Hello Jessica,

    I enjoyed reading your article very much. From the colors and the pictures You used to the writing style, everything was nicely done. Reducing the strategy to only seven things, that need to be changed is incredible! And the catchy phrases at the end of each one, good job!

    I found myself in many of these. Especially the #1. You’re completely right! No one says the exact price the payed for a product, because every person is either to lazy for this or know that the difference is so small, you saved no money at all. Although I cannot agree with the .99 argument. I don’t think a product is one sale when it has .99 on it nor that it is cheap or low-quality. Maybe I’m the exemption, who knows. But most of the products I see in stores have .99 on it, which makes it so common to me.

    It seems so simple and easy, yet no company, or at least not many that come to ones mind, uses them. Companies should read this and start changing their marketing strategy. Many consumers are aware of the manipulation, so there is really no point in trying to hide it, I think.

    Best regards,
    Karina

    • jesslohm

      Thank you for your comments, Karina. Yeah, that ,99 is so common, we don’t even think about it anymore. I’ve first heard about the ‘cheapening’ argument with life/business/niche coaches where some have told me they changed their charmed prices to rounded prices and got more sales because of it due to the ‘pay for what you receive’ mentality. Quality has its price. Makes sense. Low cost items are not as sensitive to that though… Thanks again for your compliments and thoughts. It’s really nice to know that it’s resonating. :)

  5. El Babo Oualid

    Hey Jessica,

    I really enjoyed reading your article. I like the way you stated your position and opinion. I have not even thought about many of the mentioned points and facts. Marketing manipulation influences our daily life and many many people are affected, therefore it’s even better to have people like you speaking up.

    Your third point has caught me. I have a big problem with patience and waiting for something. I put myself every time under big pressure, when read that only a last shirt or a last hoodie is available. I am afraid of losing that last thing or failing to have it and with this thoughts I’m waging a constant battle. On one side is my permanently damaged wallet and on the other side are all the things that exist in scarcity. With your illustration I have got a new view on the whole thing. Now I know it’s all a strategy to force the consumer of buying their products.

    All in All I liked your writing style and I want to thank you for giving these tricks. Many people don’t recognize these systems of manipulation and after reading your article I feel strong and prepared.

    • jesslohm

      Thank you for your kind comments. I’m so glad to hear that you’re aware of falling into the manipulation trap. We’ve all fallen for it, but are becoming more aware of it which is fantastic! Thanks again!

  6. Marilena

    Hello Jessica i hope you are well.
    I really, really enjoyed reading your post. You have a good taste in art. I like the structure and the colors of your website.
    The topic that you are writing about is so important nowadays. It is the time where people start being conscious about what they are doing, buying and supporting. The way you introduced this topic is even perfect for people who aren’t informed about this topic. The way you write is so easy to understand that everyone could imagine the real impact our passive behavior affects the environment. I appreciate that you focus on the social aspects. In this capitalistic world, people forget to be kind an social towards other people. We are trapped in this system even though we don’t want it. I thought that it wouldn’t change nothing if only I tried to change something. People like you motivate me, that I’m not alone and that change is possible. I think we both know, that the Big companies which make a lot of profit with these manipulating strategies won’t change their minds. The only way we can change something is to start with ourselves. The tipps that you give are very useful. You don’t only mention the problem, you show us the possibility to change something. I really like your tipps on how to start an own business, I can totally support your opinion. I wish that more people will open their eyes and start to think like you, and with that I include the people who own companies.
    Thank you for this very informative post.
    Greetings, Marilena.

    • jesslohm

      What kind words, thank you, Marilena! I’m so glad to see that more and more people are becoming conscious about their own shopping habits and what they really need. And when the demand for ethical products increases, nature will profit. This will take some time though, but I’m staying hopeful. Thanks again!

  7. Enrique Garcia

    Hello Jessica,

    I read a little in your article and thought it was quite nice. I like the thought of showing the companies how they can improve the way of selling stuff to us. I can see most of these points be used in the marketing techniques of most companies. Although some of them seem to be hard to implement, for example #3 in which you say that messages like “Only 2 Spots Left – Enroll Now!” give the customer the feeling to be missing out on something. You seem to argue that this is not a good thing were as I think that if it is the truth then the customers should know and this is a good way to tell the customer that in this example there are only 2 spots left.
    Although I cant agree with all of these points I also think that you can implement the 7 tips into your life as the costumer. Just being more conscious is very important in my opinion and will lead to a better shopping experience.

    Best regards

    Enrique

    • jesslohm

      Hi Enrique, Thank you for your insight. Yes, it’s a fine line with that enroll now CTA (call-to-action). IF it’s true, I don’t see a problem with it so that you can let the customers know they have to make a quick decision. I often see this being abused though, so yeah, as long as marketers are honest, they’re not being manipulative, only informative. That’s what I wish for all marketers. And yes, being more conscious is key! Thanks again.

  8. Madina

    Hello, Jessica,
    your article is great! All I could do was nod and agree the whole time I was reading it. It’s incredible how these big companies play with us humans and exploit us by using their products as weapons.
    That people know that they are being manipulated by these companies is no secret. But the important thing is that you try to break this pattern. But unfortunately it is easier said than done. Because the big companies and businesses are focused on telling us to buy products that we don’t really need, but still buy them because we think that since everyone has the new iPhone 11, we automatically need it to be a part of society. A society that is built on letting itself be manipulated and can no longer distinguish honest from dishonest companies.
    Companies also use famous people to sell their products even better. Since many people think okay, if Kylie Jenner wears the shoes they have to be good and automatically buy them.
    It’s fascinating how we let ourselves be manipulated, but still think it’s good that you try to open people’s eyes. We should buy things more consciously in the near future and think carefully about whether or not we need them in the end. And companies should perhaps place more emphasis on sustainable products and be more trustworthy towards society.

    best regards
    Madina

    • jesslohm

      Thank you, Madina! Yes, we always want to keep up with the Jones’ when in reality stuff and money will never make us happy. It’s a fake happiness and has been studied for decades and even though we know that relationships and experiences really make us happy, we still feel we need stuff to fill some kind of void. I think these past few weeks and the next ones ahead are also opening our eyes a bit to what’s really important in life. Without our gadgets though, we’d be lost and too isolated right now, so thank goodness for technology, but my used iPhone 6s is working just fine! :)

  9. Jessica

    Hello Jessica,

    I just have been reading your article and I did realise that I have never thought of these practice points you have mentioned. You are trying to demonstrate how much mass companies try to manipulate their costumers, by underling it with your own opinion and examples. First of all I can say that you are really trying to reduce all the strategies into the most important ones. 7 points which might be really helpful for one or the other and I guess that it can even cause something.
    As we all know and as you already mentioned, big brands and companies put a enormous focus on their Profit. It is all about money and time. More Money and less time effort. Our society is already manipulated by the strategy of those companies. Due to this fact it is harder for those who are really trying to work in a sustainable way. There is a high competition on the market which leads me to the realization that your points are understandable and worth to try but difficult to implement.

    Best regards
    Jessica

    • jesslohm

      Hi Jessica,
      Yes, I agree. It’s difficult to go against the norm, especially for a small business who’s trying to compete with well-established brands online. I have faith that we’ll see a strong shift over the next few years years though as consumers become more aware of the manipulation and damage. The bigger companies are starting to make changes, but are also very good at greenwashing (Think of H&M Conscious collection) which is harder to detect and where transparency comes into play. The more the smaller ethical brands talk about their materials, ingredients, supply chains, giving back strategies, etc., the more consumers will understand what’s true and what’s skewed. Not only that, I feel that if we live our purpose (for our own lives and that of our businesses) — to help create a kinder, better and more abundant world for all life on Earth — we should never give up and say “It’s too difficult to implement so why bother even trying.” For that, we’re way too stubborn and motivated! :)

  10. Arbesa

    Hello Jessica,

    I have just read your article and would like to tell you that you wrote it very well. I learned new things and became aware of how I found myself in them. It is incredible that we are manipulated when we see smaller numbers on the left and think it is a bargain. I believe that transparency can help companies win customers’ trust. I find it so shocking how you are manipulated to miss something instead of giving us the patience and trust we need. Apple has done well in this regard, Apple wanted the competition e.g. Windows didn’t beat it but looked after its customers and only paid attention to them. It is also good that you e.g. propose to do a survey to get customer opinion. Trust is really important. I hope that your article gets more reach and more people become aware of what happens to you. Have a nice evening! – Arbesa

    • jesslohm

      Thank you so much for your support, Arbesa! I hope so too!

  11. Cecile

    Hey, Jessica,

    while I was reading your article, I kept thinking: She’s right! I can really agree with you in all points, also because I have worked in shops myself and therefore know some “tricks”. In my opinion it is important not only to disclose problems but also to find and present solutions and this is what you do. Your article is helpful in many ways, for buyers, sellers and of course as owner of a shop and they all should take your words to heart.

    However, I think there will always be a lot of competition from e.g. branded clothes, because they all want to have the highest sales figures in order to get the highest possible profit. Because they all want to have more and more and more.

    Nevertheless, people who want to open a shop could follow your seven tips and who knows, maybe one day they will make it big. Because as they say: honesty is the best policy.

    Thanks for your enlightenment and I definitely put a lot of hope in humanity!

    Best regards
    Cecile

    • jesslohm

      Thanks so much for your comments, Cecile! I have faith in humanity too. It’s hard sometimes, but I think after a year of climate change demos and covid-19 this year, the seed for a higher consciousness has been planted and so now it’s up to us to nurture that seed… Thanks again for your thoughts!

  12. Tina

    Hello Jessica,
    I really enjoyed your article. Great writing, design and structure it is visible that you aim to display the topic in the best and most informative way.
    Regarding the topic I admire that you really try to inform the people about how much and how badly costumer manipulation is affecting the society. It is true people often know that they are manipulated by mass companies and chain facilities but I don’t think that all of us develop the deep understanding for the fact what it really does to the society and the companies itself. People should actively acknowledge what they are being used for profit and not only see it but also they should try and break the chains. Just like you said the number of people who are fed up with profit oriented companies grow and they need more sustainable and local companies to lay their trust and lastly their money in. Lastly the companies that work in a non transparent and money oriented way often lose the trust and in consequence the costumer. I think we all should work on ourselves and consider where we spend our money and why we do it. Companies on their side should like you said consider to work in a way more sustainable and trustworthy way.

    Best regards

    • jesslohm

      Thanks for your kind words and feedback, Tina. It’s good to know that the younger generation is already demanding more ethical practices and cleaner supply chains. For that I’m grateful. The more we learn about how things are made and marketed, the more aware we become and can then begin to vote with our dollar/euro. Thanks again for your insight!

  13. Long Luong

    Hello, Jessica,

    I think it’s amazing what you are trying to accomplish here, yet this will not be an easy way to ethical marketing. It’s frightening how the marketplace is affecting us. Your 7 tips are logical and beneficial in the long run, which is useful for sellers and buyers. I think many companies should follow these 7 tips as it is environmentally friendly and also sustainable for retaining customers.
    Most people are not aware that they have manipulated by-products every time. This blog is the perfect education for marketing manipulation.
    Nevertheless, it is not only the companies that are to blame for the fact that we buy more unnecessary things, we buyers have to change our attitude by not only considering our needs but also seeing the big picture.
    I am really appreciated that I read your post and I have learned a lot because of your post.

    Best regards

    Long

    • jesslohm

      Absolutely. I agree with you 100%, Long! Consumer demand drives the companies’ offers and if we demand ethically-made products, we will get them. Companies are already making changes because they understand that this is what we want and they have to clean up their act in order to survive… I also write about shopping consciously to help companies inspire consumers to think before they buy. Not in a finger pointy way though. That’s important. No one is to blame really. We’ve all created this monster and now have to work together to try to tame the beast.

      Last year, I feel the seed for conscious shopping was planted. This year, we’re seeing worldwide chaos which stems from the lack of respect for animals and I’m hoping and praying that this is a wake-up call to all humans. This, of course, will take a lot of time and hard convincing since we’re not used to lockdowns and scarcity in stores and just want to go back to our ‘business as usual’ mentality. So, unfortunately, we’re currently not in a state of mind to receive this message, but I’m hoping people are enjoying the peace and calm of slowing down, getting out in nature and enjoying the bare necessities and especially each other and will keep that feeling with them way after we ‘go back to normal’. I think our current situation will inspire more humans to respect Mother Nature and all she takes care of in the long run.

      Thank you so much for your feedback. Very much appreciated!

  14. Nilo

    Hey Jessica,

    this is a great article. I support everthing you say and would love to see big companies and businesses be less capitalistic and more honest and sustainable. I do believe that these strategies can work but I think it is way easier said than done. There is a reason these big companies got so far and they certainly did not get there with these methods you mentioned. It takes more time and does not make as much profit as the manipulating way (or at least it does not make as much profit in the same amount of time). We all know honest and sustainable companies e.g. in the makeup market. We know sustainable brands like Primavera, Burt’s bees or Alverde but the thruth is they cannot keep up with the real big brands like M.A.C., Urban Decay or Huda Beauty and they do everything you suggest to restrain from.
    Nevertheless, this article opens people’s eyes and makes them aware of how they are being manipulated by the companies and sustainability, transparence and honesty become more and more important to us consumers. Producers obviously want to implement our desires, otherwise people will not buy their products. As I said I do believe it can work. :)

    • jesslohm

      Thank you, Nilo! You’re absolutely right, the bigger brands use manipulative methods because they work, but unfortunately, they are outdated as we’re currently seeing that it’s no longer possible for us to continue destroying our environment and exploiting all animals, humans included. So, yes, while they work, they are unhealthy for us as a society. It’s now time to stop and think about how we want to live and what kind of a world we want for future generations.

      Kinda like usability vs. design. Usability always wins over design because what good does it do brands to have a pretty animated graphic when 70% (or whatever) are cell phone users and therefore, can’t see it?

      Not using these tactics can make it challenging for smaller brands – SO true – but there are ways to combat that. For instance, I also advise my clients to seek partnerships and get their products in bigger stores — online and offline — to make their products accessible because the general consumer usually won’t take the time to do the necessary research to find an ethical brand who has a clean supply chain. However, they are willing to choose the more sustainable product at the store. That’s just one tip anyway.

      It’s also a conscious collective effort. The more we’re aware of the manipulation and the destruction, the more we demand the truth and ethical practices. This will take time, but we have faith in humanity, right? We got this! :)

  15. Laura

    Yo u r a r t i c l e s h o w s t h a t y o u c a n h a v e y o u r o w n b u i s n e s s w i t h o u t m a n i p u l a t i o n a n d honestly this is amazing of you. I really like your article and the design because there is much information but also good compact and structure. It was really interesting to read about the price manipulation because everybody is influenced anytime by the price. The seven steps you write about against manipulation in a buisness are really useful, I think not only for the seller but also for the customers. My favourite step is the step that tells to be honest and transparent. Because I think that point is important while having an own buisness cause customers will show more trust towards what is sold to them. Before I read your article I didn’t know how manipulative buisness can be and how we costumers react to sales products. Now I walk inside a shop with a different understanding.
    Thank you!
    Laura

    • jesslohm

      Thank you so much for your kind words, Laura! I’m grateful that this article was useful for you! :)

  16. Jasmin

    Hello,
    the article you wrote is really admirable you have not only shown all sides of the marketing manipulation positive as well as negative. In addition, you were able to gain an insight into your personal experience, which makes everything clearer again. All seven points were very understandable and explained in detail so that everyone could follow well. Also it has a good teaching that could be drawn for everyone and shows again how the reality really looks. Much of this was not even conscious to me personally, but reading your article let me see everything more specifically. You have made it clear, among other things, that there is a big competition in the market world that no longer competes for the trust of customers they just competes only for the money won. Which is very sad. Nevertheless, in your article trust and empathy are two beautiful keywords that are often found again and which will hopefully also become more importantce in the world.

    Jasmin

    • jesslohm

      Thank you so much for your kind words, Jasmin. I’m glad my article resonated and yes, I hope too that empathy and trust become the mainstream in this world. Very soon! Keep the faith! :)

  17. Meike

    Hey,
    I really enjoyed reading your article. I think it is really important to give small regional stores a spotlight which are working fair and not just want to gouge our money. And that’s why it is so important that people like you help people who want to start a business like this or want to improve their business. Your tips are close to reality and people can easily implement them. Also you open the eyes for us buyers. I also like the design of the article and your writing style. Especially that you used “pictures” like the monster at the beginning to understand the theme better. I personally miss the most in big international shop your tip number 2 I don’t feel like the most shops are transparent or honest. I hope that this article helps us to go back to the good old regional store and distance from huge international.

    With kind regards
    Meike

    • jesslohm

      Hi Meike, thank you for your encouragement. Yeah, I think many companies can use more transparency, especially these days when many consumers are expecting it. Last year, the seed was planted to shop consciously and now the companies have to answer and not only clean up their supply chains, but also their communication. :) I’m glad you enjoyed this article and am happy to see this development.

  18. dennis

    I readd this article and it was amazing in my opinion. The 7 steps are very useful like something you could always need. I will keep this site in my head because I will probably need it at some point.
    I also like the design of the article. It´s written clear and also like happy. It´s so bright and it feels like an open area.

    Now back to the aspects. The very first point was already catchy. Everyone is asking himself why does it cost 2,99$ and not 3$? Now I and for sure a lot others know why it is how it is. I also like the second aspect because it is always important to be honest and transparent, especially honest.
    Lat but not least I want to thank you for this epic „tutorial“. I will probably recommend this article to some of my friends.

    ~ Dennis

    • jesslohm

      Thanks, Dennis, for your kind words. I’m happy to know that it helps you. :)

  19. Karima Abdul Mohammad

    After reading your article, I learned many new things and some that I took for granted. I never realized how much the marketing strategy actually influences us humans, for example the price manipulation. I bought myself sometimes things that cost 1.68 Euro instead of things for 2 Euro.
    We humans are so attuned that we always want to test new products.
    Through these seven points I realized, that many products I bought were not necessary, but only through the advertisements I bought it. As I mentioned before, some points are quite natural, such as the trust of the customer to have, as well as the social behavior. What I found most important is that you have to focus only on your own customers and not on others. Good examples were also shown in this article.
    I think this contribution can open your eyes and make you make more conscious decisions.

    • jesslohm

      Thank you for your kind and insightful feedback, Karima. We’ve all taken these things for granted, that’s for sure. I’m so glad you enjoyed the article, thank you again for taking the time to write. Very much appreciated.