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The Ethics of Persuasion

We’ll keep this segment rather brief because this should be common sense, and we trust you’re an ethical person.

The techniques we share in this course can be used for both good and evil. They have been used by Presidents and Prime Ministers to rally their nations. They have been used by doctors and healthcare professionals to persuade their patients to make better health and life choices. They have been used by business leaders to change corporate cultures and create amazing products.

AND they have been used by con men, thieves (and some marketers) to take advantage of the very people they should be helping. We’ll share some examples of what these bad actors have done because it can be helpful to see how these tactics work even in not-so-ethical situations.

Persuasion is a super power. And as Nyr Eyal, author of Hooked: How to Build Habit Forming Products, has said, “It’s not a super power if it can’t be used for good AND evil.” 

So while we understand that many of these persuasion triggers can be used for evil, please don’t do that.

Use what you learn about persuasion in this course to make the lives of the people around you better. Don’t sell products and services to people who don’t need them. Don’t persuade people to buy things they can’t afford them. Don’t use these techniques to sell stuff that doesn’t deliver the promised benefits. And don’t use these techniques to bring harm to the people in your life.

We like to use the “Grandma Test” here. If you wouldn’t use these persuasion techniques on your grandmother, you probably shouldn’t use them on anyone else either.

Will you use what you learn in this Masterclass to help or harm your customers? What you do with this powerful information is up to you. Choose wisely.