The Dark and Bright Sides of Trojan Horse Marketing

The purpose of Marketing is to drive sales of whatever product one is selling, but sometimes the way one drives those sales can be seen as manipulative and unethical. The Trojan Horse Marketing metaphor is a very interesting topic because it can sometimes be seen as positive and sometimes negative.

The Trojan Horse Marketing can be seen as a positive because it is a way to attract high paying clients. It tries to build a strong relationship with the client first before the purchase of any product. Unfortunately, some people use this method to take advantage of people and trap them to profit off of them. Author Stephen Woessner states “If you do it as a tricky stratagem, it won’t work: if you use it as an honest relationship-building strategy, then it will work wonders”.

Even though the purpose of Marketing is to drive sales up, it is also important to be honest with customers and to never manipulate or take advantage of anyone. People will be able to see through the lies, and it will never end good for those marketers.