Moskel Consulting & Marketing

Direct Response Copywriting Solutions.

Why Even Slightly Deceptive Marketing Can Ruin Your Business



I’m one of those guys: I watch gas prices.

I grew up listening to my Dad talk gas prices with his friends,

and it’s just part of my DNA.

So here in Columbia, South Carolina, there’s a gas station on

the corner of Bull and Gervais.

I’ve long known they invariably have the lowest prices.

Until I recently moved downtown, I never had occasion to take

advantage of the savings.

DISCLAIMER: I know, I know, the “savings” often doesn’t amount

to more than a dollar or two, but this “gas-watcher” practice

still fits with the Millionaire Philosophy I outline here.

Anyway, the other night, I stopped in at this place to get the

$3.07 per gallon.

I swiped my credit card, filled my tank and took a receipt.

Billed for 15.3 gallons at $3.16 per.


It was late, I didn’t go in, but my buddy Ron later set me


“that’s the CASH price.”

Have you seen this before?

I have, but usually there’s a clearly marked sign. Here, no sign.

All right, you got me once. But you won’t get me again.

And now that I look, this place ain’t that busy. Ever. And it

should be: it’s at an incredibly busy intersection, right off

the highway.

===>Well, there you have it: deceptive practices in marketing

reaping their justly small rewards.

You might get some people once, but sooner or later (probably

sooner) most people will catch on, and your reputation will take

a dive.

(Who knows, maybe even get a few marketers blogging about your

sad attempts to trick buyers into a sale.)

I prefer the long view. Integrity wins, in my book, every time.

Ogilvy said it best: “consumers should be educated and informed

by advertising rather than manipulated.”

Amen to that, brother.