Ethical Guidelines for Not Abusing Psychology
Hello, this is Kakeru.
Every time I talk about "psychology," "behavioral economics," or "psychological techniques" in this series, I receive a certain question.
"Isn't this just manipulating the reader?"
Actually, this is a very important question, coming from people who are sincerely engaged with psychology and AI side hustles.
And I believe I need to answer that question head-on.
I will be honest.
Psychological techniques can become "tools to manipulate readers" depending on how they are used.
For example, it is possible for you to "sell a worthless product" by "using psychological techniques."
If you use Cialdini's six principles, you could likely get many people to buy a product by making them feel reciprocity, appealing to consistency, and showing social proof.
But that is fraud.
What I want to say in this article is not "you must not use psychological techniques," but rather "let's use psychology correctly and ethically."
So, where is the line drawn?
In this article, I will address that question.
Why the abuse of psychology is a problem
First, let's consider why the abuse of psychology is a problem.
On the surface, there is the direct harm of "readers being deceived into buying worthless products."
But that is not the only problem.
The collapse of long-term trust
When you use psychological techniques to manipulate people, sales will increase temporarily.
However, the moment that person realizes, 'Oh, I was being manipulated,' trust collapses instantly.
In fact, when people realize they are being 'manipulated,' they will never buy from that person again.
Not only that, but they will also spread the word to others that 'this person cannot be trusted.'
In the age of social media, such reputations spread exponentially.
Negative Impact on the Entire Industry
When one dishonest person succeeds, more people start to imitate them.
As a result, the reputation that 'the AI side-hustle industry is full of scam products' spreads.
This also has a negative impact on those who are doing business honestly.
Impact on Your Own Mind
This is the most important point: you yourself will become a 'person who manipulates readers.'
At first, you might think, 'This much is fine.'
But if you repeat it, it becomes 'normal,' and your sense of ethics will become paralyzed.
As a result, you yourself will become a 'con artist.'
This is the worst thing for your life.
It is definitely more profitable to live as a 'trustworthy person' in the long term than to chase short-term sales.
Basic Principles for Using Psychology Correctly
So, what does it mean to use psychology 'correctly'?
I have three basic principles in mind.
Principle 1: Meritocracy
This is the most important principle.
You must have the conviction that the product or service you are selling is "truly valuable."
For example, my note is about "someone who achieved 1 million yen per month in an AI side hustle teaching others how to do it."
Even if someone asks, "Is this true?", I can answer, "Yes, it is."
There are people who have implemented it and achieved sales of 500,000 to 1 million yen per month.
In other words, I am selling it with the conviction that it is "truly valuable."
Without this conviction, you have no right to use psychological techniques.
Psychological techniques are merely an "aid to correctly convey something that is truly valuable."
Principle 2: Transparency
You must not hide the fact that you are using psychological techniques.
Specifically, it is not necessarily required to explain, "This uses the psychological principle of XXX," but your intentions should be "transparent" to the reader.
For example, when using the scarcity technique of a "limited period," clarify the reason for it.
You show the reason by saying, "Since this method is updated from time to time, we release a new version every month. Therefore, this month's version is on sale until the end of the month."
"Actually, it's not really limited, but I'm calling it 'limited' to increase sales" lacks transparency.
Principle 3: Reader-First
Finally, always think about whether it is "truly good for the reader."
For example, suppose you strongly recommend, "This seminar is essential. Please purchase it right now."
But if that reader is in a situation where they "actually don't have time to learn right now," is it really a "good purchase" for that person?
From a reader-first perspective, it is more sincere to say, "If you don't have time to learn right now, it's better to wait until you do. You should purchase it then."
In the short term, sales will decrease, but in the long term, trust is built that "this person is truly thinking about the reader."
Drawing the line between manipulation and "proper encouragement"
So, what are the actual criteria for judgment?
I will show you the line I draw between "manipulation" and "proper encouragement" using concrete examples.
Example 1: How to use reciprocity
Manipulation: "Giving away a high-end gift for free, only to sell a high-priced product later."
In this case, the reader feels the urge of "reciprocity" and is prompted to purchase without realizing it.
You are consciously using the psychology of reciprocity to strip the reader of their ability to make an informed decision.
Proper encouragement: "I am providing this template for free. If you can solve your problem using this, there is also a paid version available."
In this case, interest in the paid version only arises if the reader "truly feels the value" from the free version.
You are not using reciprocity, but rather drawing out the reader's "true needs."
Example 2: How to use social proof
Manipulation: Showing a number higher than the actual figure, such as "XXX people have purchased," or hiding low ratings by claiming "the reviews are perfect."
In this case, the reader judges that "if many people are buying it, it must be good," but that judgment is based on a lie.
Proper encouragement: Showing the numbers as they are, such as "Currently 500 people have purchased" or "The review rating is 4.5 stars."
This allows the reader to make a decision based on "true results."
Example 3: How to use scarcity
Manipulation: "Displaying 'Only 5 left' when there is actually plenty of stock," or "Calling it 'VIP only' when anyone can actually purchase it."
This is a complete lie. It strips the reader of their ability to judge and encourages irrational purchasing decisions.
Proper encouragement: "I am offering this method to my community members first. General sales start at the end of the month."
If the reason is clear and it is a genuine limitation, the reader can act with understanding.
Example 4: How to use authority
Manipulation: Claiming 'I have a PhD in psychology' to show authority that is actually irrelevant, or saying 'It is recommended by doctors' when there is no actual recommendation.
This uses 'false authority' to cloud the reader's judgment.
Proper encouragement: 'I have been researching AI side hustles for three years. In that time, I discovered the following techniques.'
Instead of authority, it shows 'actual experience and results'.
Criteria for the gray zone
However, in reality, things are not always divided into 'completely white' or 'completely black'.
There is a gray zone.
What are the criteria for judgment in those cases?
Criterion 1: Will the reader feel deceived later?
This is the most important criterion.
For example, saying 'If you attend this seminar, a monthly revenue of 1 million yen is guaranteed' will lead the reader to realize after attending that 'no sales increased at all'.
This is 'manipulation'.
Conversely, if you say 'Among those who attended this seminar, some have achieved 1 million yen per month,' the reader understands that 'this is not a guarantee, but an indication of possibility'.
If they later find that 'no results were achieved,' it is judged as 'the quality of the seminar was low,' and they do not feel 'manipulated'.
Criterion 2: Would you be convinced if you were in the same position?
This is an ethical standard known as the 'Golden Rule'.
If you are in the customer's position and think 'I can accept this' when you see your own sales copy, then it is ethical.
Conversely, if you feel 'this is a bit fraudulent,' that means you feel that way yourself.
Trust your intuition.
Criterion 3: Can you explain it to a third party?
This is also an important criterion.
It is whether a lawyer or ethicist would say, 'This is not a problem,' when you explain your sales methods to them.
For example, a method like 'I will include a money-back guarantee, but I will attach detailed conditions to the refund so that it is effectively impossible to get a refund' cannot be explained to a third party.
This is because it is a fraudulent method of 'not actually guaranteeing anything under the guise of a money-back guarantee.'
How to Implement Ethical Sales
So, how can you effectively increase sales while utilizing psychology ethically?
Step 1: Confirm that it truly has value
First, thoroughly confirm whether your product or service 'truly has value.'
Specifically:
Have you actually used it and achieved results yourself?
Have actual customers used it and achieved results?
Are those results reproducible?
Do those results require a reasonable amount of time and effort?
The last point is particularly important.
If a seminar claiming 'a side business making 1 million yen per month' actually requires '1,000 hours of labor per month,' it cannot be said to 'truly have value.'
If you yourself are achieving results with the same amount of time and effort as the customer, then it has true value.
Step 2: Understand your target accurately
Next, think about 'who really needs it.'
For example, a 'side business seminar making 1 million yen per month' is unnecessary for the following people:
People who are already earning 1 million yen or more per month
People who do not have time for a side job right now
People who are not interested in a side job
Selling to these people constitutes 'manipulation'.
It is important to target only those who truly want to 'step up from 500,000 yen to 1 million yen per month'.
At that point, your marketing changes from 'selling to anyone' to 'selling to those who truly need it'.
Step 3: Communicate the disadvantages as well
This is the most ethical form of marketing.
For example, if your seminar aims to 'help reach 1 million yen per month,' you should also communicate that 'this requires 30 hours of work per week'.
Communicating the disadvantages might reduce the number of sales.
However, in return, 'only those who truly need it will purchase'.
As a result, 'highly satisfied customers' will gather, word-of-mouth and referrals will increase, and sales will rise in the long term.
Step 4: Include refunds or satisfaction guarantees
If you are confident that it 'truly has value,' you can include a money-back guarantee.
For example, by including a '30-day money-back guarantee,' you reduce the buyer's uncertainty and increase the purchase rate.
At the same time, you are demonstrating sincerity by saying, 'If it truly has no value, I will refund you'.
Step 5: Continuously update your content
To show that you are 'truly thinking about your readers,' continuous improvement is necessary.
For example, if a new method is found, share it with existing customers as well.
If failure cases emerge, reflect them as lessons learned.
Such continuous improvement demonstrates through your actions that 'you truly want your readers to succeed'.
AI Prompts for Ethical Sales
Now, I will introduce prompts for creating ethical sales copy.
以下の商品やサービスについて、倫理的で説得力のあるセールスコピーを作成してください。
商品/サービス:[あなたの商品やサービス]
対象顧客:[本当に必要とする人は誰か、具体的に]
実際の成果:[あなたが実現した、または顧客が実現した成果]
必要な時間・努力:[成果を上げるまでにかかる時間・努力の目安]
デメリット:[このサービスで実現しないこと、または制限事項]
セールスコピー構成:
1. 対象顧客の悩みに共感(100字以内)
2. あなたのサービスが解決すること(100字以内)
3. 実際の成果(具体的な数字と事例)
4. 必要な時間・努力(正直に伝える)
5. デメリット(正直に伝える)
6. 保証や返金について
7. 次のステップ
注意:テクニックより「正直さ」と「透明性」を優先してください。
販売数より「満足度」を優先する視点で作成してください。Ethical Marketing Is Ultimately the Most Effective
Finally, I want to share an important realization.
In fact, ethical marketing does not mean "lower sales," but rather it is "the most effective in the long run."
The reason is simple:
Customer satisfaction is high, leading to a high repeat purchase rate
There are more word-of-mouth recommendations and referrals
Since there are fewer refunds and returns, the actual profit margin is higher
Brand trust accumulates, lowering the cost of acquiring new customers
The reason I have been able to maintain monthly sales of 1 million yen in my AI side business is not because I used manipulative techniques, but because I stuck to the belief of "truly being useful to the reader."
As a result, a reputation was built that "if you buy from Kakeru, you will never regret it," and sales naturally stabilized.
In the short term, it might be possible to "explosively increase sales using psychological techniques."
But from the perspective of "continuing to succeed in business 5 or 10 years from now," ethical marketing is absolutely the strongest.
A Question for Yourself
Now, finally, I want to ask you a question.
Regarding the product or service you are selling:
Can you truly believe from the bottom of your heart that it has value?
Can you recommend it to your mother or your best friend?
Would it be okay if you attached a money-back guarantee?
Even if a customer fails using it, can you shift the blame by saying, 'That's because you didn't put in the effort'? No, you can't do that, can you?
If you answered 'no' to these questions, please improve your product or service.
Or, stop selling it.
Please sell only the products you 'truly believe have value' in an ethical manner.
That will absolutely lead to long-term success.
The 'Trust Building Process' between you and your readers
Ethical marketing succeeds in the long term because it creates 'trust'.
So, how is trust created?
Components of Trust
Trust is composed of several elements:
Competence: Trust in 'Can this person really do it?'
Integrity: Trust in 'Is this person not lying?'
Benevolence: Trust in 'Is this person considering my best interests?'
When all three of these are present, 'true trust' is born.
Demonstrating Competence
To demonstrate competence:
Show track records: Concrete numbers such as 'achieved 1 million yen per month'
Show methodology: The method of 'I succeeded through this process'
Continuous learning: Constantly show evolution by saying 'I learned new tools'
Demonstrating Integrity
To demonstrate integrity:
Share failure stories: Honestly say, "At first, it was 5,000 yen a month."
Show disadvantages: Honestly say, "This method has these disadvantages."
Publish corrections: Honestly correct yourself by saying, "What I said before was wrong."
Demonstrate benevolence
To demonstrate benevolence:
Provide value for free: Offer premium-level information for free.
Respond to customer feedback: Take time to answer questions and concerns.
Sometimes say "It's better not to buy": If the purchase is not in the customer's best interest, do not recommend it.
Long-term benefits of ethical marketing
When practicing ethical marketing, you might feel that "sales are hard to increase" at first.
This is because you are not using manipulative techniques.
However, in the long run, incredible benefits will emerge.
Year 1: Trust-building phase
The first year is spent answering the reader's question, "Can I really trust this person?"
In that process, by continuously providing value, not hiding disadvantages, and acting ethically, the conviction that "this person is truly trustworthy" is born.
Sales might be around 300,000 yen per month.
But those 300,000 yen are sales from people who truly trust you from the bottom of their hearts.
Year 2: Word-of-mouth expansion phase
Customers who gained trust in the first year will start introducing you to their friends, saying, "This person is truly trustworthy."
Furthermore, readers who trust your content will spontaneously share it on social media.
As a result, you will gain new customers without spending money on advertising.
Your sales might exceed 1 million yen per month.
From the third year onwards: The compound effect phase
From the third year onwards, a "compound effect" will emerge.
Customers from the first year will make repeat purchases, provide referrals, and continue to support you.
At the same time, the new customers gained in the second year will repeat the same process.
As a result, sales of 2 million or 3 million yen per month will begin to occur naturally.
And because those sales are "stable sales based on trust, not relying on advertising," your business management will also become stable.
Comparison with manipulative marketing
On the other hand, if you use manipulative techniques, your sales will explode at first.
However, once those customers realize, "Oh, I was being manipulated," they will never purchase from you again.
Also, because returns and refund requests increase, your actual profit margin will be low.
Furthermore, if the reputation that "this person cannot be trusted" spreads, acquiring new customers will become difficult, and you will end up increasing your advertising costs.
As a result, from the third year onwards, you will find yourself in a bad situation where "sales are up, but profits are down."
Implementation steps for ethical marketing
Now, for those who say, "Ideally, I want to do it ethically, but I don't know how to implement it," I will show you the implementation steps.
Step 1: Grasping the current situation (1 week)
First, it is important to grasp "to what extent your current marketing is ethical."
Specifically:
Review all of your social media posts, newsletters, and sales pages
Ask yourself, "Is this copy honest?"
Ask yourself, "Is this helpful to the reader?"
Ask yourself, "Is this manipulative?"
In this process, you should find parts where you think, "Oh, this might be a bit manipulative."
Those are your "points for improvement."
Step 2: Adding Disadvantages (1 week)
Next, clarify the disadvantages of your product or service.
For example, if the disadvantages of your course are:
"Requires 30 hours per month"
"Some people will still fail"
"Sales might be zero in the first month"
Add these disadvantages to your sales pages and newsletters.
This creates an environment where "only those who truly need it will purchase."
Step 3: Designing a Guarantee System (1 week)
Design systems such as "money-back guarantees" or "satisfaction guarantees."
The important thing here is that "if you truly believe it has value, you can offer a guarantee."
If you are afraid to offer a guarantee, you need to question whether it truly has value.
Example of a guarantee:
"Full refund if not satisfied within 30 days"
"If you use it for 3 months and don't reach 500,000 yen per month, we will refund the course fee."
However, the conditions will be made clear. For example, "Refunds are not applicable if you did not put in the effort."
Step 4: Periodic Improvement (Continuity)
Once implemented, do the following periodically:
Collect feedback from customers
- Check if there are people who are truly satisfiedIf there are areas for improvement, reflect them immediately
If there are new learnings, share them with existing customers as well
By cycling through this, it becomes a "service that is constantly improving."
Ethical Marketing Checklist
Now, I have created a checklist to confirm whether your marketing is "truly ethical."
Please check it periodically.
About your product
□ Do you truly believe from the bottom of your heart that it has value?
□ Are all achievements and success stories true?
□ Are you also clearly explaining the disadvantages?
□ Are you telling customers outside the target audience that "this product is not for you"?About your content
□ Are there any lies in your SNS posts?
□ Are all the case studies in your email newsletter true?
□ Are the numbers on your sales page not exaggerated?
□ Are you not using manipulative emotional expressions?About your offer
□ Is there a real reason for the scarcity?
□ Does the price reflect the true value?
□ Are there any hidden conditions in the refund guarantee or satisfaction guarantee?
□ Are you not improperly using the default effect?About your actions
□ Are you answering readers' questions honestly?
□ Are you saying "I don't know" when you don't know something?
□ Are you sharing your failures and areas for improvement with readers?
□ Are you sincerely facing negative feedback from readers?
If there is even one "no" on this checklist, please improve that part.
If it takes time to improve, sometimes it is necessary to make the decision to "temporarily suspend marketing for that part" in the meantime.
In the long run, that decision will lead to the greatest success.
Why ethical marketing is "ultimately the strongest"
Now, let's think in more detail about why ethical marketing is ultimately the strongest.
The value of 'trust' in the internet age
In the current age of advanced internet, fraud and lies can 'spread instantly'.
If one person posts on social media that 'this service is a scam,' it could reach thousands of people in a few hours.
Conversely, a reputation that 'this service is truly good' spreads in the same way.
In other words, 'trust' has become the 'most scarce and valuable asset'.
The value of repeat purchases and upsells
When you acquire customers through ethical marketing, the 'repeat purchase rate' is exceptionally high.
This is because there is trust that 'this person truly cares about my interests'.
As a result:
Repeat purchases: Over 50% of first-time buyers purchase again
Upselling: Promoting purchases of higher-priced products becomes easier
Cross-selling: Purchasing other products or services becomes easier
By simple calculation, the 'lifetime value of a first-time customer' becomes more than three times higher.
Customer acquisition through word-of-mouth and referrals
Customers satisfied through ethical marketing will 'spontaneously refer' others.
This has 'higher credibility' than paid advertising.
This is because the signal that 'my friend is recommending this' is the strongest.
As a result:
Possibility of zero new customer acquisition costs
High customer quality (purchasing while already having trust)
The retention rate is also high (it is difficult to churn because it is a referral from a friend)
The difference between stress and mental burden
When you engage in manipulative marketing, you create the 'stress of continuing a scam'.
This is the stress of wondering, 'How should I respond if a customer says, "This doesn't work at all"?'
On the other hand, when you engage in ethical marketing, you can 'sell with confidence'.
Even if a customer asks a question, you can answer honestly, saying, 'Well, that's true. In reality...' so there is no stress.
As a result, you can work with consistently high motivation.
What you should implement now
So, what should you implement starting today to practice 'ethical marketing'?
Priority 1: Define the 'true value' of your product/service
First, it is important that you yourself believe it 'truly has value'.
Specifically:
Investigate 'what kind of results people who used this product actually achieved'
Clarify 'how much time and effort is required for those results'
Understand 'if there are people who do not achieve results, and if so, what the reason is'
Through this process, the 'true value' and 'limitations' become visible.
Priority 2: Clearly state the disadvantages
Next, clearly state the 'disadvantages' on your sales page or in your newsletter.
For example:
'This method requires 30 hours of time per month'
"Even so, there are some people who do not reach 1 million yen per month."
"In the first month, sales are zero yen."
By clearly stating these disadvantages, you create an environment where "only those who truly need it will purchase."
Priority 3: Include a money-back guarantee
If you believe it truly has value, you can include a money-back guarantee.
This action shows the reader whether you are truly confident.
Priority 4: Improve periodically
Finally, run a cycle of "continuous improvement."
Collect feedback from customers and incorporate it.
If there are new learnings, share them with existing customers as well.
This "cycle of improvement" is the best proof that you are "truly thinking about the reader's benefit."
Summary: The Essence of Ethical Marketing
Ethical marketing is not "marketing that does not deceive the reader," but rather "marketing that always considers the reader's best interests."
At times, that might mean making a "decision that reduces sales."
However, the accumulation of those decisions creates a "person who is truly trusted," and that trust generates long-term sales.
I hope your AI side hustle becomes an "ethical and sustainable business that is useful to readers."
If this article was helpful, I would be happy if you could like or follow me.
Especially for those who are interested in "ethical marketing," I would love for you to share it on X.
I think it will be useful for people who have similar questions.
Thank you very much.
Kakeru
Thank you for reading.
I am Kakeru.
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