Fake Scarcity

14 years ago

For sure there are few marketers who keep to their "limited" offers.
I try to keep my limits as stated because I think you fly in the
face of your present customers when they see a "deal" still
available even after it was suppose to close.

At the same time a lot of marketers also use "MAY" to hide the
fact that they intend to extend the deal, so you see language
like "You may never see it at this price again." They know know
you will.

For some, it's anything for more money. I prefer my integrity.

-Ray Edwards

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xiaophil

14 years ago

I still don't understand how, with digital products, one can achieve scarcity that isn't fake.

Surely any limit imposed on the distribution of a digital product is by definition artificial (i.e "fake").

Phil

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Black Hat Cat

Banned 14 years ago

Originally Posted by xiaophil

I still don't understand how, with digital products, one can achieve scarcity that isn't fake.

Surely any limit imposed on the distribution of a digital product is by definition artificial (i.e "fake").

Phil

What's hard to understand or fake about it? Scarcity doesn't mean "what could be sold", it's "what WILL be sold".

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psresearch 14 years ago

Just a bit of a heads up, everyone.

Be sure to read this thread now, because it's only going to be up for 2 more days.
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- TheNightOwl 14 years ago
  
  Originally Posted by markquinn
  
  Just a bit of a heads up, everyone.
  
  Be sure to read this thread now, because it's only going to be up for 2 more days.
  
  Haaahahahahaha! That one made me spit my coffee, dude! The phrasing is just beautiful. Love it!
  
  @OP: Totally agreed, btw. It's lame and I'm another one to say that I'll not buy (or buy again) from anyone who demonstrates they're a liar.
  
  @garyv: love the mattress store example. There are a number of Persian Rug stores near me who have the same thing going on. And, yep, if I'm ever in the market for a Persian Rug, I don't think I'll be going to those places. I mean, really, are they going to be straight with me? Possible, sure. Highly unlikely, though, in my opinion. If they're constantly "Closing Down!" then there's a low probability that they're in business to help solve my problem.
  
  @patj: Great point about whether it's worth it, sadly. I think you've basically hit it on the head. I guess people who do this kind of stuff--even when they expressly said previously that the method would be exclusive to 500 people, for example--are weighing it up and saying "Hmmm.... I'll lose a few customers and the repeat sales... and maybe they'll tell a few people, but... hey, WHO CARES! because the fake scarcity will pump sales by such a factor that it just won't matter. I'm not going to lose sleep over a small handful of whining twats when I'm kicking back on my yacht!"
  
  And, if it's an IM product, then what do you do? Write about it on your blog? Or you can come here and complain, but Rule#1 of the forum says that you can't badmouth another Warrior (and I understand why and Allen has the right to make whatever rules he cares to, of course). My point is that anyone (seriously) selling to the IM crowd is probably a member here (Could be very, very wrong about that one, though!).
  
  So, how much does it really affect their credibility in the market? And, well, it rakes in more dough, dunnit? Isn't that what this IM game is all about? Riding roughshod over whoever is foolish enough to get in our way and duping anyone at every available opportunity for a quick buck?
  
  What? It's NOT? Gee whiz, you'd never know it from taking a brief tour around the IM swamp, would you?
  
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xiaophil 14 years ago

Originally Posted by Black Hat Cat

What's hard to understand or fake about it? Scarcity doesn't mean "what could be sold", it's "what WILL be sold".

Or perhaps "What will be made available for sale".

Yeah I get the common usage in a marketing sense.

Maybe I'm just getting hung up on the word itself. To me, real scarcity relates to the actual availability of a resource.

If you are selling physical products, and only have so many left in stock, to me that's a real scarcity. You couldn't sell more even if you wanted too.

If it's just a matter of flicking a switch, then it's not really scarce, is it.

If someone says they are going to sell x number of something but then they sell more, where I come from people don't call that "fake scarcity", they call it "lying".
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- CDarklock 14 years ago
  
  Originally Posted by xiaophil
  
  Maybe I'm just getting hung up on the word itself. To me, real scarcity relates to the actual availability of a resource.
  
  If I won't sell you my car, it doesn't matter whether I'm physically capable of selling it. If I won't sell, it's not available.
  
  Same with an ebook. If I have the right to make a copy, and the ability to make a copy, that doesn't in any way change my willingness to make one. If I say I won't make one, it's not available, and you can't have it.
  
  This is frequently hard for people to understand. Just because I have it, and you want it, doesn't mean you get it. If you can't get it, it's not available - whether you think it should be, or not.
  
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CDarklock

14 years ago

Originally Posted by xiaophil

I still don't understand how, with digital products, one can achieve scarcity that isn't fake.

There's a difference between "artificial" and "fake."

Artificial scarcity is when you COULD distribute more of something, but you've chosen not to. When you say "I'm going to sell ten PLR licenses to this product," that's artificial scarcity.

If you proceed to sell MORE than ten, that's fake scarcity.

But if you actually don't sell more than ten PLR licenses, the scarcity is real even though it's artificial.

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CurtisN

14 years ago

Originally Posted by CDarklock

There's a difference between "artificial" and "fake."

Artificial scarcity is when you COULD distribute more of something, but you've chosen not to. When you say "I'm going to sell ten PLR licenses to this product," that's artificial scarcity.

If you proceed to sell MORE than ten, that's fake scarcity.

But if you actually don't sell more than ten PLR licenses, the scarcity is real even though it's artificial.

Exactly! And just to add on to this, a great reason to create artificial scarcity is simply because you can.

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sbucciarel

Banned 14 years ago

Originally Posted by xiaophil

I still don't understand how, with digital products, one can achieve scarcity that isn't fake.

Surely any limit imposed on the distribution of a digital product is by definition artificial (i.e "fake").

Phil

Not really. Some sellers limit sales to keep the product valuable, as in the case of the op ... a book that was supposed to be a limited edition, limited to 500. I've bought software that was limited so that the technique involved would not become oversaturated.

There are too many WSOs that are using fake limits and then keep bumping their thread as long as the sales roll in. Happened to me too. Bought a video package that was supposed to be limited and the guy kept bumping and went way over the limit. Now everybody and their mother owns it.

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KristiDaniels

14 years ago

There are only a couple of scarcity methods that don't apply to digital downloadable products.

It would be dishonest to say that you can only manufacture 100 units per month. It's just not true. It would also be dishonest to say "free shipping" with a downloadable product.

But you can decide to sell only 100 per month. You can decide to offer a downloadable product for 50% off only until the end of the year. You can decide to add a bonus only if they order in the next hour. You can decide to raise the price on all orders after the end of the month. All of those things are legitimate scarcity with a downloadable product.

You said "digital" when I think you meant to say "downloadable." With digital products, you can even limit manufactured quantities since most digital products are physically manufactured.

It is only downloadable products where manufacturing scarcity and shipping scarcity makes no sense. CDs and DVDs are digital and still need to be manufactured.

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Christophe Young

14 years ago

I see it all over the place... advice saying to add scarcity to increase sales. Unfortunately, some use fake scarcity. I've seen several sales pages that state something about the number of copies of an EBOOK being limited and will run out. lol

Nice one!

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ebizman87

14 years ago

I'm tired of reading salesletter with scarcity principles.

There's a particular guru "E" who'll use it all the time on all his salespage.I know it's fake because I've been following him for a long time.And you might wonder "The guru must be so damm good", and that's why Im following him.

But It's not.He lost my trust when he started to promote keyword research software K one week. And the following week,he promoted another similar program. I'm just wondering whether is he really interested in helping us by choosing the correct programs for us or simply WANT to make money with his affiliate links?

I'm still in his list not because I expect quality emails from him,BUT to spy on him.

Maybe this is not the correct thread to write about him, but when you mentioned about "trust",I want to make that guru as an example.

Don't SPAM your list members.Treat them with RESPECT and Integrity!!

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Daniel Brock

14 years ago

It is totally lame.

I see it all over the place in the WSO forum.

ONLY 4 COPIES LEFT

IT CLOSES TOMORROW

LAST DAY

The problem is, if you start to abuse this, your list will no longer trust that your scarcity is real and that they have no rush to buy your products.

Don't blow your scarcity!

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TimGross

14 years ago

Originally Posted by CDarklock

There's a difference between "artificial" and "fake"... the scarcity is real even though it's artificial.

For anyone confused with these terms, substitute "internally limited" for "artificial".

Originally Posted by Daniel Brock

I see it all over the place in the WSO forum.
ONLY 4 COPIES LEFT
IT CLOSES TOMORROW
LAST DAY

The problem is, if you start to abuse this, your list will no longer trust that your scarcity is real and that they have no rush to buy your products.

Whoa... It sounds like you have a problem with anyone limiting their offers in any way, and that's not what's being discussed here.

If there are only 4 copies left, if it really closes tomorrow, if it's really the last day, telling readers about it is legitimate. What's not legitimate is if the person is lying about it.

That's two very different things.

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tryinhere

14 years ago

Fake Scarcity - A very true story from my childhood

As a small boy i had the privilege of sitting in the corner of the bar and having a raspberry drink while my dad downed a few cold beers for days end.

There was each night an old Greek vege farmer who would come into the bar ( It was quite a big bar with several sections ), and he would have with him a bag of tomatoes.

He would cry out " Last a Bag , Last a bag" as he walked around holding the bag of tomatoes high in the air, and yes he would grab a sale sooner rather than later and walk out of the bar.

Within 10 minutes he could be seen in the next section of the bar, " Last a Bag, last a bag"

He done this all year with different vegetables in season and had dozens of Last a bags.

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CDarklock 14 years ago

Originally Posted by tryinhere

Fake Scarcity - A very true story from my childhood

A similar story from my own childhood... come Hallowe'en, when I went out trick or treating, I always took my wagon with me.

At the first house, I would leave the wagon down by the sidewalk, then go up and say "trick or treat!" while holding up my empty bag. The adult passing out the candy would see that it was empty, and drop a bunch of candy in it. Other children at the same house would get one or two pieces of candy tossed in with their haul so far.

Then I would go back down to my wagon, pour all the candy into it, and move to the next house... where I would hold up my empty bag...

I'd finish up the night with easily three times the candy of any other kid.
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garyv

14 years ago

What some here are not understanding, and what I think the OP is pointing out, is that there is actual benefit in artificial scarcity when it comes to some products. In his case a limited edition book automatically loses value when you double it's production.

In the IM world, scarcity can be of value to a customer, because the customer wants to buy into a method that he knows is not going to be diluted with competition.

However if you're a merchant that lies about scarcity, then you start to devalue your own credibility. eg - I have a mattress store near me that is "going out of business" just about every 3 months according to their signs. I never go there and for the most part ignore their signs because I know that the store will be there and in business for a while.

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patJ

14 years ago

Fake scarcity is actually a very good tactic if it's done properly. It's all about calculating if it's worth it. And in your case it probably was. Not many people react with anger to a situation like that, so they can easily get away with it. Which is why they do it..

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marciayudkin

14 years ago

Fake scarcity is actually a very good tactic if it's done properly. It's all about calculating if it's worth it. And in your case it probably was. Not many people react with anger to a situation like that, so they can easily get away with it. Which is why they do it..

Geez, would you post here that...
"Lying is actually a very good tactic if it's done properly. It's all about calculating if it's worth it. And in your case it probably was. Not many people react with anger to a situation like that, so they can easily get away with it.

As several people pointed out above, fake scarcity is lying. Do you really mean to be advocating lying to customers? (As long as you can get away with it?)

Marcia Yudkin

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patJ

14 years ago

Originally Posted by marciayudkin

Geez, would you post here that...
"Lying is actually a very good tactic if it's done properly. It's all about calculating if it's worth it. And in your case it probably was. Not many people react with anger to a situation like that, so they can easily get away with it.

As several people pointed out above, fake scarcity is lying. Do you really mean to be advocating lying to customers? (As long as you can get away with it?)

Marcia Yudkin

Welcome to the world of marketing? Stop being so naive.

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marciayudkin

14 years ago

Welcome to the world of marketing? Stop being so naive.

Sorry! I am a highly successful marketing consultant and author of 11 books who strongly believes in honest marketing. As do my clients and fans.

I know what goes on. I am NOT naive. By speaking out against dishonesty, we can help wake people up to their conscience and remind them that they were not put into this world to lie, cheat or make money at all costs.

Marcia Yudkin

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patJ

14 years ago

Originally Posted by marciayudkin

Sorry! I am a highly successful marketing consultant and author of 11 books who strongly believes in honest marketing. As do my clients and fans.

The concept of honesty is arbitrary. I'm fairly sure that a lot of what you "teach" would be considered dishonest by many.

Originally Posted by marciayudkin

I know what goes on. I am NOT naive. By speaking out against dishonesty, we can help wake people up to their conscience and remind them that they were not put into this world to lie, cheat or make money at all costs.

We are not "put" into this world for any specific reason. We create our own purpose.

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TimGross 14 years ago

Originally Posted by patJ

The concept of honesty is arbitrary. I'm fairly sure that a lot of what you "teach" would be considered dishonest by many.

The idea that you would argue for your right to mislead buyers while promoting something in your signature is hilarious.

You're doing a bang-up job in this thread of convincing anyone who reads it that you're a (edit: flowery description removed). You're trying to lecture Marcia Yudkin on business ethics and doing a very embarrassing job of it.

Well done, I think you can call it a day.

Originally Posted by patJ

We are not "put" into this world for any specific reason. We create our own purpose.

So I guess your purpose for being in this world is to not understand the legal system.
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- JTread 14 years ago
  
  I feel the exact same way. I can't stand the scarcity tactic. Especially when there is no physical product being sold. I've unsubscribed from several lists for this very reason. I am not that naive unfortunately for them.
  
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xiaophil

14 years ago

Originally Posted by CDarklock

If I won't sell you my car, it doesn't matter whether I'm physically capable of selling it. If I won't sell, it's not available.

If you did sell your car, you could only sell one, so your car has actual scarcity.

Same with an ebook. If I have the right to make a copy, and the ability to make a copy, that doesn't in any way change my willingness to make one. If I say I won't make one, it's not available, and you can't have it.

If you say "I'm only going to sell x copies of this ebook" well that's fine. That's a choice you have made, not because the resource is scarce, but to create the impression of scarcity where there actually isn't any (i.e fake scarcity).

This is frequently hard for people to understand.

Sure is. Because it's not real. It appears that "Scarcity is In the Eye of the Beholder"

Originally Posted by CDarklock

There's a difference between "artificial" and "fake." ... the scarcity is real even though it's artificial.

I think that's my cue. Goodnight all.

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Steven Wagenheim

14 years ago

I have a whole line of products that I only sell 100 copies of for each
release.

It's artificial scarcity because, as a digital product, I could sell millions of
them if I want to. I just choose not to.

What I won't do is say "Only 100 will be sold" and then sell more than 100.

CD, that's not fake scarcity.

That's just flat out being a f***g liar.

And I have no tolerance for people who do that.

Sell only 10 copies if that's what you want to do. It's perfectly within
your right to do so.

Just don't tell me 10 and then sell 20.

That burns my cookies.

And yes, way too many marketers pull this sh*t and it's what gives all of
us a bad name who use scarcity in an honest context.

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ExRat

14 years ago

Hi Steven,

That's just flat out being a f***g liar.

That burns my cookies.

And yes, way too many marketers pull this sh*t

You *&%!ing tell 'em mate

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JohnMcCabe

14 years ago

Originally Posted by CDarklock

There's a difference between "artificial" and "fake."

Artificial scarcity is when you COULD distribute more of something, but you've chosen not to. When you say "I'm going to sell ten PLR licenses to this product," that's artificial scarcity.

If you proceed to sell MORE than ten, that's fake scarcity.

But if you actually don't sell more than ten PLR licenses, the scarcity is real even though it's artificial.

In your case, limiting the edition to 500 copies to enhance the collector value is "artificially created real scarcity."

Selling more than double that number is fraud, probably actionable should you care to make the seller's life miserable. By selling more than the allotted number, he compromised the value of what he sold you.

Blatantly admitting it like that proves he should not be allowed to play in the gene pool, and should probably be removed on general principle.

Originally Posted by patJ

Fake scarcity is actually a very good tactic if it's done properly. It's all about calculating if it's worth it. And in your case it probably was. Not many people react with anger to a situation like that, so they can easily get away with it. Which is why they do it..

Fraud is a lousy tactic when it compromises the value of the item being sold. Especially on such a scale. Selling under false pretenses will definitely generate angry reactions. Admitting it in fixed form like that would tend to make those who saw their value implode seriously angry.

Originally Posted by michael_nguyen

I have a shoe shop around my end and it's been "closing down, everything must go" for the last 10 years!

When I was growing up, there was a local furniture store that ran a "liquidation sale" for several years. Their pitch was that when the last piece was sold, they'd lock the doors forever. The only problem was the darn trucks that dropped off more pieces every week or so...

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patJ

14 years ago

Originally Posted by JohnMcCabe

Fraud is a lousy tactic when it compromises the value of the item being sold. Especially on such a scale.

Fake scarcity is not fraud.

Originally Posted by JohnMcCabe

Selling under false pretenses will definitely generate angry reactions.

It will, but only if they find out.

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Steven Wagenheim 14 years ago

Originally Posted by patJ

Fake scarcity is not fraud.

It will, but only if they find out.

Please point me to all your sales pages so I know never to do business
with you.
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JohnMcCabe

14 years ago

Originally Posted by patJ

Fake scarcity is not fraud.

Creating a perception of value based on a limited edition, and then selling more than double that amount (which compromises the original terms of the offer) is practically the textbook definition of fraud.

Definition of fraud in the inducement - Nolo's Free Dictionary of Law Terms and Legal Definitions

For those too lazy to click, here is the relevant passage:

The use of deceit or trick to cause someone to act to his or her disadvantage, such as signing an agreement or deeding away real property. The heart of this type of fraud is misleading the other party as to the facts upon which that person will base his or her decision to act.

Actually, it's the dictionary definition...

Fraud Definition | Definition of Fraud at Dictionary.com

Tell me again how what CDarklock described in his original post isn't fraud...

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patJ

14 years ago

Originally Posted by JohnMcCabe

Tell me again how what CDarklock described in his original post isn't fraud...

Sorry, but you will never be able to prosecute someone for fraud because they sold more than they first said they would or that they only sell something within a certain time frame. If this were true, then almost no advertising would be allowed.

Originally Posted by TimGross

The idea that you would argue for your right to mislead buyers while promoting something in your signature is hilarious.

I don't. I'm just saying that there is no such thing as "ethical marketing".

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TimGross 14 years ago

Originally Posted by patJ

I'm just saying that there is no such thing as "ethical marketing".

I now know why you're an anonymous poster.
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- Bjarne Eldhuset 14 years ago
  
  There are at least two ways to do the scarcity technique that leaves both seller and buyer with some leverage.
  
  Head start
  You state in the plr licence and on the sales page that only 100 (or whatever number) of plr copies will be sold until december 1. 2010 (or whatever date).
  
  Then you state that after the chosen date, you will sell whatever number of plr licences you can.
  
  This method gives the first buyers a 1 year (or whatever chosen time frame) head start.
  
  Limited quantity per time unit
  Another way to do something similar is to state in the plr licence and on the sales page that a maximum of 25 (or whatever number) of plr licences will be sold per month (or whatever chosen time frame).
  
  This method also gives the first buyers a head start.
  
  There are many ways to use scarcity without doing something unethical.
  
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  TimGross 14 years ago
  
  Originally Posted by Bjarne Eldhuset
  
  There are many ways to use scarcity without doing something unethical.
  
  Cheers. Well said.
  
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CDarklock

14 years ago

Originally Posted by patJ

I'm just saying that there is no such thing as "ethical marketing".

So, just to be clear...

It's not possible to market ethically.

Therefore, all marketing is unethical.

You are marketing a product in your sig.

Because all marketing is unethical, your marketing of that product is unethical.

Ergo, you are knowingly and willfully doing something unethical.

That about sum it up?

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Steven Wagenheim

14 years ago

Originally Posted by CDarklock

So, just to be clear...

It's not possible to market ethically.

Therefore, all marketing is unethical.

You are marketing a product in your sig.

Because all marketing is unethical, your marketing of that product is unethical.

Ergo, you are knowingly and willfully doing something unethical.

That about sum it up?

CD, don't try to understand him. He's not of the same species as you
and me.

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CDarklock

14 years ago

Originally Posted by Steven Wagenheim

He's not of the same species as you
and me.

Oh, come on, Steven. Didn't you ever play with bugs as a child? You poke the pillbug to watch it roll up in a little ball, or put two crickets in a jar to watch them fight, or flip over the click beetle just to watch it pop up in the air. Other species are fascinating. I like to poke them with sticks, just to see them squirm.

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marciayudkin

14 years ago

Here is another example of ethical scarcity, taken from one of my own sales pages:

Because your purchase of this home-study course commits me to feedback on your assignments, I am keeping a close eye on sales of the course and reserve the right to suspend further enrollments at any time.

It's pretty obvious, I think, that this is a legitimate limitation and one that actually benefits the customer.

Marcia Yudkin

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reapr 14 years ago

It is blatantly unethical marketing practices such as fake testimonials that made the FTC get involved in how IM'er and others market online.

Fake scarcity in my opinion will not be too far behind.
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Neromancer 14 years ago

Originally Posted by patJ

Fake scarcity is not fraud.

It will, but only if they find out.

Jeesh. You are kidding me, right?
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sbucciarel

Banned 14 years ago

Originally Posted by Steven Wagenheim

I have a whole line of products that I only sell 100 copies of for each
release.

It's artificial scarcity because, as a digital product, I could sell millions of
them if I want to. I just choose not to.

What I won't do is say "Only 100 will be sold" and then sell more than 100.

CD, that's not fake scarcity.

That's just flat out being a f***g liar.

Exactly. What some are calling fake scarcity is really "limited editions", which as one of Steve's customers, I appreciate, because it is real in his case and it retains the value of the product. If he sold 1,000 of them, I would not be interested, just as the op is disappointed to find there will be 1500 of the books instead of just 500.

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CDarklock 14 years ago

Originally Posted by xiaophil

If you did sell your car, you could only sell one, so your car has actual scarcity.

So does my ebook. If I say you can't buy it, and then I don't let you buy it, you actually don't get to buy it - and you actually don't have it.

Because what's scarce is my permission to buy it. Not the ebook itself.

That's a rather important point to understand in the modern world. It's not about physical resources anymore. It's about permission.

Look at all those CPA offers out there. Do you know what they're buying from the people who drive traffic to them? They're buying permission to contact the prospect.

That's worth more than ink and paper any day of the week.
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michael_nguyen

14 years ago

I have a shoe shop around my end and it's been "closing down, everything must go" for the last 10 years!

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marciayudkin 14 years ago

I have a shoe shop around my end and it's been "closing down, everything must go" for the last 10 years!

In the U.S., that is illegal.

Marcia Yudkin
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JMPruitt

14 years ago

I agree completely. It is all in how you word it. If you are only selling it at that price to a limited number of people, then once you hit that limit you either pull the sales page, or raise the price.

THis business is all about the relationship you build with people. If you build a relationship based on trust, then you will be rewarded. The people who fail to succeed, failed because they did not build a relationship properly. Lying will destroy that relationship.

I have seen a lot of people upset with a product being pulled, because it hit the announced limit. However, the next time that person put in an offer, Their sales went sooo much faster because people knew that it would disappear.

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TheWealthSquad

14 years ago

Scarcity can be caused by physical limitations or by choice.

I have 9 moon rock bracelets (no more moon rock so these are physically limited).

I am only taking on 10 more coaching clients because of the time involved (again physically limited)

I printed up 500 books and am going to number them (The situation in the OP). This is by choice to increase the value. To print more than 500 is dishonest. I would be very upset. I would also probably report them to the FTC (they really don't like false advertising).

Scarcity creates value. Lying destroys value.

Keep your word. Make the scarcity real or you will destroy your reputation. That is the only thing a real business man can create from nothing.

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Neromancer

14 years ago

I hear that. I have been burned more than once and let me tell you it really sucks.I pledge never to do this in any of my promotions. Thanks for your post.

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Christian Fox

14 years ago

I think we as a group are more privy to this than the average jane or john doe. It works, we may not like it but it has been working for years and will continue to work.

Is it unethical? I think it is and I see through it right away but most wont.

I personally wont use it unless I really make it scarce.

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DogScout

14 years ago

I was in the car biz as a 'closer' for 25+ years. I sold (closed deals) cars ethically. Some of my bosses never could grasp that concept.

I had one say that whenever the customer asked if you could 'do better on the price' (which they do 95% of the time), you had to lie and so 'no' or else they wouldn't buy unless you lowered the price. Therefore it was impossible to sell without lying.

My take was to answer yes, but I wouldn't and then justify the price. Some would not buy, but others that wouldn't have, did. I 'closed' as many or more than anyone else, just different ones that they would have by lying, maybe. Net result is my referral rate was very high. When I got in the car accident and had to quit that 'career' the dealership's referral rate went down 40-50 cars a month. (Probably a coincidence.)

Not blowing my own horn... (well, honestly maybe a little...

) but honesty and integrity in selling of any kind leads to more sales opportunities in the long run. (In my limited experience.)

Marketing (better described as selling) can and should be ethical. It is better for buyer and seller alike in the long term. If you are just looking to flash out and do something else soon, be as unethical as you like. Good luck selling or marketing with a reputation as a liar.

Mark

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