TARES: how to know if you are marketing ethically
Ethical marketing is on everyone’s lips right now. But if you’re like me, you might have been searching for something more concrete than a tagline to help make sure you’re practically applying it.
Well, look no further. I found The TARES Test: Five Principles for Ethical Persuasion during The Content Witches Ethics & Community Commitment Writing Intensive. Created by Sherry Baker and David L. Martinson in 2001, it’s five simple questions to ask when creating any marketing material, content or copy. By applying these to your work, you can feel reassured that you are marketing as ethically as possible.
The academic article is breezy 29 pages long. So in this blog, I’ve done my best to break down each of the five questions, explore what they mean, give you a checklist for each one and provide examples.
Helpfully, TARES is an acronym that stands for:
T: Truthfulness of the message
This is based on the understanding that deception causes harm to people and the community. Trust is a social good we need to protect, and being deceptive undermines that trust.
Your customer or potential customer is trusting you to tell the truth when you market to them. They’re making decisions based on the information you are providing. If we use deception, we use our power over another person causing harm and violating their agency.
Checklist
Are the facts I’m sharing wholly accurate?
Are they within context?
Am I leaving out any information that could influence the reader’s decision?
Could any of the messages be misconstrued?
Is there anything that may result in my customer questioning my honesty?
Without TARES:
Another 45k month! It just shows that freedom from the 9-5 is possible if you put in the work and abundantly believe!
With TARES:
We made $45k in sales this month! I worked on average about 60hrs a week, but it was totally worth it, and I’m so proud of what the team and I achieved.
A: Authenticity of the persuader
This principle is about our character and integrity. It asks us to evaluate our motives, intentions and attitudes towards the thing that we are selling. We must wholeheartedly believe in what we are selling and take full responsibility for our actions.
It also ensures we present our genuine selves and have true concern for others, putting their best interests ahead of our own (making a sale).
Checklist:
Is this something that will genuinely and positively benefit my customer?
Am I providing real value?
Did I put adequate time, effort and care into the thing I am selling?
Would I sell this to my loved ones and market it to them in this way?
Am I being my true self or presenting an alternate persona?
Without TARES:
Throwing a second-rate offer together just because you need to make a quick buck or with the intention of your customer needing to purchase additional offers from you to get real insights or value.
With TARES:
Creating an offer with care that delivers value and shares your best expertise whether your customer chooses to purchase additional offers from you or not.
R: Respect for the person you are persuading
This means we treat people with dignity, speaking to them with respect and recognising their value as a human being. It means we do not view them first and foremost as someone to make money from. But instead, we put their best interests ahead of our own.
When we respect others, we have to believe they know what is right and best for them when making decisions. They do not need us to overtly persuade them one way or the other.
Checklist:
Are any of my messages condescending?
Am I respectful in my tone of voice?
Am I genuinely talking to my reader as a human being?
Is it clear I value their dignity regardless of whether or not they purchase?
Is my message balanced in a way that they can make an informed and rational decision?
Without TARES:
This offer is only open to boss babes who believe in their abundant self and are pumped to level up, take charge of their mindset and create the life of their dreams. If that doesn’t sound like you right now, perhaps you aren’t ready. Check out this course to get you started on the journey to becoming your true boss babe self.
With TARES:
Through one-on-one coaching, I help you explore how you want your business to fit in with your life, get clear on your ideal client and launch a valuable service you love. DM me if you have any questions about whether this course is right for you.
E: Equity of the appeal
This principle is about making sure our persuasive claims are fair and presented within context to our customers or potential customers in an easy to understand way. It asks us to check we are not unfairly targeting or manipulating vulnerable audiences.
At its core, it’s about marketing to others as you’d like to be marketed to yourself. A personal addition here is recognising how privilege relates to outcomes, especially if you are selling something like a course.
Checklist:
Does this communication feel fair, just and ethical?
Have I provided additional education if needed to help my customer understand the offer better?
Am I unfairly targeting vulnerable audiences that may be more easily persuaded?
Can my customer make a rational decision after reading this?
Do they understand the costs and any risks or harm that may result from this?
Without TARES:
Are you sick of being a stay at home mum and want the freedom to be your own boss, earn money, get back your confidence and still look after your kids? This course teaches you how to do all that and more. It’s time to invest in yourself, make your dreams come true and thrive.
With TARES:
Having a family doesn’t mean you can’t become your own boss. This course is a great first step if you’ve been considering starting your own business but don’t know where to start. You’ll get the 101 on how to package your idea, market it, and manage the finances of a business, so you are better prepared to make your business plan come to life.
S: Social responsibility for the common good
This asks us to recognise that we have a greater responsibility to our community in the products and services we launch and market. After all, our community is what keeps our business afloat.
When we market ethically, we consider the overall impact of our offer and how it is marketed. We aim to make a positive impact on our customers and society. Ultimately, we are putting something good back into the world, caring about people over profits.
Checklist:
Will my product or service cause harm to any individuals or the wider society?
Am I marketing in a way that promotes the kind of world I want to live in for myself and my family?
Am I serving others with the marketing techniques and language I have chosen or only serving myself?
Have I considered how my product, service or offer can positively impact the underrepresented in society?
If so, how will I ensure equitable access to information about it?
Without TARES
Launching a $$$$ course marketed to a socio-economic group that typically would not have access to capital but overtly pressurises them to sign up with little to no chance of them making a return on their investment.
With TARES
Launching a $$$$ course marketed to a socio-economic group that typically would have access to capital. You clearly and fairly balance the risks and benefits and provide one or more funded scholarship positions for individuals from underrepresented groups.
Implementing TARES into your marketing
Starting to implement ethical marketing might feel a little overwhelming after reading this. But it doesn’t need to be. Next time you plan a launch, write content or update your website, run your eyes over these questions and check-in with yourself.
If anything gives you pause, maybe look for an alternative. Importantly, please don’t beat yourself up about it. We’ve been trained over the years to think the way we do about marketing.
A change in our actions and behaviours takes time, but it will happen with commitment (and a checklist).
Sources:
Sherry Baker & David L. Martinson (2001) The TARES Test: Five Principles for Ethical Persuasion, Journal of Mass Media Ethics, 16:2-3, 148-175, DOI: 10.1080/08900523.2001.9679610
https://www.goingultraviolet.com/blog/meet-the-tares-test-my-favorite-ethical-evaluation-tool
I’m so grateful to the many marketers, copywriters and coaches in this space that has helped open my eyes and allowed me to really investigate this subject by sharing their knowledge, insights and resources. Thank you!
Photo by Krystal Ng on Unsplash