BEACON86

Have you heard of Trojan Horse Marketing? This practice breaks trust, blurring the lines between genuine care and commercial gain. Marketing in this way is problematic for both the buyer and the seller. By faking any true intent, marketers manipulate audiences into engaging with what seems to be authentic support. Let’s take a look at some things to keep in mind and why to avoid them.

• Exploiting Weakness: Many veterans face unique challenges like mental health concerns and/or social challenges adapting to life outside of service. Above this, the lack of information afforded to those exiting service makes it very easy to target what they already don’t know much about. Deceptive marketing preys on these vulnerabilities, leaving them with unexpected costs and further stress. Being that many veterans are believed to be swimming in benefits, predatory marketing schemes tend to target them often.

• Betrayal of Trust: Deceptive marketing practices, such as hidden fees, false promises, and bait-and-switch tactics, prey on these vulnerabilities. They can leave anyone, not just veterans with unexpected financial burdens. Yet, veterans also end up exacerbating existing challenges and hindering their ability to reintegrate into society.

• Damaging Long-Term Well-being: These strategies betray the trust of veterans and their extended networks. As you read in the previous article Understanding the Veteran Demographic for Stronger Brand Conversions, we want to build trust not burn it. Your business practice is your own however, veteran or not, no one likes to feel taken advantage of.

Some may argue that that’s just the way it goes, and it only hurts if you find out, so be smart. But if you ask me, it doesn’t matter either way. If your product is worth, it’s weight, you won’t need to scheme people to sell. You can be clever, mindful, and very likely sell more if you’re good enough.

The world of business can be all about numbers but if for anything, at least for your brand consider the losses should your audience learn of your practices.

I’m here to educate professionals who deal in dignity and respect for others. Let’s build marketing that is sustainable and profitable for the buyers and sellers long-term!