I just came across an advert on Craigslist which basically asks for someone to write 'pick-up stories' for some guy:

Excellent Short-Story Writer Wanted

Wow.

Anyway, it got me thinking about morals and ethics when it comes to the clients we choose.

So what about you?

Will you draw the line at a certain point or will you do it anyway, regardless of the nagging thought in your head that tells you it's immoral or unethical?

For me, if the client is trying to sell or promote a sleazy or just plain wrong product/service, I won't touch it.

Any thoughts?

Hey Sarah,

Dealt with this for the first time this year. Had a good client, huge opportunity, with a lot of money on the table.

(A LOT OF MONEY)

The deeper I got into it, the shadier it got. Found out the story I'd been told wasn't the whole story. No outright lying of course ... just a little omission of the facts here and there.

Bottom line: To say the behavior was JUST unethical is being extremely generous. The client would argue otherwise, but I had to cut the cord.

Walked away...

My pocketbook took a big hit, but I can sleep well at night.

I'd agree...

I'd even go as far to say that in the long run it's infinitely more profitable to stick to the benefit of others instead of going for short term profits; you'll write more credible, genuinely enthusiastic offers because of it.

Greed can become a 'blind spot' and keeping an open view to the market is easiest when there are no feelings of guilt in the way.

I wrote copy for Satan once.

He doesn't pay that well so I fired him.

The local casino is looking for a marketer. Geez, of all the industries, gambling is probably the safest right now. But I just can't make myself write for that.

I once had a guy who wanted me to write a letter he could send to old people asking them for money. He wasn't selling anything...he just wanted old people to send him money so he could afford to get married. Just out of sympathy for his girlfriend, I couldn't do that. Even if someone Subtle's age was senile enough to respond to him.

But really...I'm thinking about contacting the guy you're talking about. That sounds like a super-fun writing project.

If that guy was successful at seduction, he wouldn't need to go to such great lengths.

talking about an industry that makes money off of low self esteem and desperation...whoa!

Tough break and it makes you feel a bit foolish for saying no but a little way down the line you do end up thanking yourself for it.

You can make a bad name for yourself if you take on these kinds of projects, something that newbies are probably more at risk from than others.

WTG jleister for making the right call.

If the purpose of what we do in copy-writing and advertising is a well executed and planned attempt at exploiting an inherent weaknesses of the human condition then...

Short of lying (or out and out fraud) you would be hard pressed to link the two words 'ethics' and 'exploitation' in the same sentence as an advertising writer, would you not?

Skin products - Convince a women that she can look young & beautiful again (will never happen)
ED products - So older men can think that they can give it to the ladies one more time (maybe but who wants him)
Diet products - So everyone can feel desirable and wanted (they likely will always be fat)
Mercedes Benz - So people will notice that you are special since you have accumulated things (You made it!)

So I am curious -

What ethics do you follow when telling a woman over 35 she can look young (22) and be more desirable again? How exactly is your pitch... ethical?

Or what ethics are used to convince a 250 lb person that your 'magic pill' or 'green tea' will make them loose weight and be popular forever? There are more fat people now than ever, even with all the magic pills of the past 25 years.

Or what ethics are employed to get that $80 K from a guy who believes that his value in life is determined by his ability to appear affluent and look like 'he has made it'? (whatever that means)

Ethics it seems as applied to copy-writing and posed in the question on this thread, is nothing more than your personal comfort level with the amount of pressure you are capable of, or willing to exert upon a purchasers mind in order to get a sale.

It varies from person to person and there is nothing absolute (short of fraud).

So I wonder... why are you 'ethical' because you won't do A or B or C... and someone else will (again short of fraud)?

Like it or not 'ethics' are absolute standards whereas 'copy-writing or advertising' are fluid conditions formed and molded to meet certain criteria and goals.

They are a dichotomy.

Nice post Michael, I gave you some rep for that.

Some people view what they do as helping companies to provide a solution to the problems of others and therefore feel good about what they do.

Others will not approach certain companies because the moral implications are questionable, in their opinion of course.

As you said, ethics are 'absolute standards' but our own morals are more in fluid motion and constantly changing in response to our own life experiences. In fact, I'd say that our morals change with every client we encounter, perhaps on a small scale but as we get a better idea of our world and the people in it, so our morals form and reform accordingly.

My question was asked merely to compare ideas of others from a moral point of view in relation to their work. And as most people's morals are based on ethics, I felt it relevant to include ethics in my question.

Your post is great food for thought though so thank you.

This thread and, in particular, Michael Olding's reply, is seriously forcing me to reconsider my choice of career.

I kid you not.

Is money, as a goal, really worth it?