Just because you can sell something, it doesn’t mean you should.
As direct response marketers we possess a skill that very few people have. It’s magic. It’s literally the ability to create an offer that is so compelling it causes a complete stranger to open their wallet and send you money.
And with great power comes great responsibility. (Thanks Uncle Ben!)
Copywriters are force amplifiers. We can magnify someone’s message, both good and bad. And for that reason it’s important we choose who we work with carefully.
Direct response marketing can be used unethically to sell products and services where the sole purpose is to benefit the business owner. Doing so is wrong and does more harm than good.
On the other hand if you have a product that you’re certain can improve someone’s life it is your responsibility to get it into as many hands as possible.
Doctors have to take a hippocratic oath upholding ethical standards. Maybe it’s time marketers do the same.
