Well, the floodgates have finally opened. I guess it was just a matter of time before tabloid style marketing really hit home. If you don’t know what I’m talking about, keep reading. This article may very well have you questioning your own moral compass. Yes, I am going to be playing devil’s advocate here.

In case you’re wondering what event I’m talking about, I’m referring to the 2012 thing. You know…the end of the Mayan calendar and supposedly the end of the world. There was even a movie about it. No, I didn’t see it. I’m waiting for the DVD. Anyway, just recently, I ran across a sales page that was selling a book on how to survive 2012.

Now think about this carefully. If 2012 is indeed going to be the end of the world, how is anybody going to survive it? It’s not like we’ve got rocket ships that can take us to the moon or anything like that, right? So one would think that, on the surface anyway, this book was nothing but a load of BS. However, let’s take this a step further.

Let’s say that the book was on general survivor techniques…things that you’d use in the event of a war or any natural disaster. And let’s say, for argument sake, that the book actually had some good tips in it. Would this be considered unethical? But let’s go beyond the survival techniques and address 2012 specifically.

A lot of people feel that this is unethical marketing because it is capitalizing on the fears 2012. Many people feel that these fears are irrational because 2012 isn’t going to happen…no more than Y2K happened. And therefore, anybody who sells info on 2012 is a scam artist.

But what about the bible? A lot of people don’t believe in God. Doesn’t that put the bible in the same category? After all, it’s something based on faith…same as with 2012. So why don’t people make a big deal about selling a bible in order to help save your soul? Mind you, I am a Christian, do go to church and DO read the bible. But not everybody does.

Isn’t this the same thing?

My point is this. There are people in the world who truly do believe that 2012 will come, so if you have something that might make dealing with it a little easier, why not sell it? Is it any different from selling salvation to any religion that is all based on faith?

It’s certainly something to consider before you label a marketing program unethical.

Now, if you’re promoting a cure for cancer and you know for a fact that the product does absolutely nothing, then THAT is unethical.

Yes, it’s a fine line, which is why we have a legal system to sort these things out.

Personally, I consider myself a rational person and think this whole 2012 thing is a bunch of nonsense. And therefore, if I see some product about it, I’m not going to buy it because I don’t buy into the whole concept.

But if people DO believe in it, I find nothing wrong with marketing a product TO these people as long as the product itself has some kind of value.

And only those who buy it will be able to make that determination. And if they DON’T feel it has value, it is THEIR responsibility to simply ask for a refund.

If more people did this, when being sold a bill of goods, there would be fewer problems in regard to unethical marketing.

But that’s another can of worms.

When 2012 comes…I’ll be sitting in my living room at my PC, typing up yet ANOTHER article on how screwed up this business can be.

Yes…that much will NEVER change.

To YOUR Success,

Steven Wagenheim

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