Marketing with a Soul
The Ethics of Emotional Influence
Marketing has always been about influence. You get someone’s attention, stir a desire, and nudge them toward a decision. Too often, that influence crosses a line. From persuasion into manipulation. In a world saturated with ads, influencers, and emotional hooks, it’s easy to forget there’s a real human being on the other side of the screen.
Can you sell without selling out? Can you move hearts without playing mind games? Yes. And it starts with marketing that has a soul; grounded in empathy, honesty, and respect.
The Problem: Emotional Manipulation in Marketing
Walk through Lagos, on the street, online, or on TV and you’ll see it: ads pulling on your deepest fears, hopes, or insecurities.
A billboard in Ikeja shows a glowing baby next to a powdered milk tin: “Only the best mothers choose this.” The implication? If you don’t, maybe you’re not a good mother.
An Instagram influencer in Lekki flaunts a skincare brand: “This changed my life.” But scroll back three posts and she was endorsing a different brand with the same script.
In Alaba Market, traders raise prices only to “cut it for you,” making you feel special even though everyone gets the same deal. That little ego stroke? It’s a tactic.
These emotional cues work. They bypass reason. They tap into identity, belonging, pride, and fear. And when used without care, they stop being persuasive they become exploitative.
Why It Matters
Manipulation in marketing isn’t just shady, it erodes trust. Once people feel tricked, they tune out. Worse, they start to doubt everyone, even the brands that do mean well. That’s a big problem in Lagos, where informal businesses rely heavily on word-of-mouth and community trust.
Ethical marketing isn’t just a moral choice. It’s a smart business move. It builds loyalty, fuels referrals, and creates lasting relationships not just one-time transactions.
The Alternative: Marketing with a Soul
So how do you market with emotional power without crossing the line? You lead with soul specifically, these three principles:
1. Transparency: Say what’s real. No tricks.
People can handle the truth. If your product is average-priced, don’t pretend it’s luxury. If there’s a risk or a limitation, don’t bury it in fine print. Lagosians especially respect straight talk. Just walk into any open market and listen. You’ll hear blunt honesty, deal-making, and tough questions. That same energy belongs in your marketing.
Instead of claiming “This drink cures fatigue instantly,” say, “Our energy blend helps many people feel refreshed without a sugar crash.” That’s honest. Still persuasive. And way more sustainable.
2. Empathy: Understand before you persuade.
Before selling, listen. Who are your customers? What keeps them up at night? What do they wish someone understood?
Take the example of LifeBank, a health tech company in Nigeria. Their messaging isn’t just about logistics, it’s about saving lives. They tell stories of real patients who got blood just in time. They don’t manufacture emotion, they highlight true urgency. That builds trust, not fear.
In Lagos, where traffic, power outages, and daily struggles are real, empathy means acknowledging these pressures in your messaging without exploiting them.
3. Truth: Don’t sell a fantasy. Sell a future that’s real.
People aren’t looking for perfect. They’re looking for progress. So tell the truth about what your product can and can’t do.
For instance, many edtech platforms in Nigeria promise quick success: “Learn coding in 2 weeks and land a job abroad!” That sells dreams. But it also sets people up for disappointment.
Now imagine a different pitch: “We teach practical skills. You’ll work hard. We’ll support you. And over time, you’ll be ready for real opportunities.” That might not go viral but it builds a solid reputation.
Emotional Influence Can Be Ethical
Emotions should be part of marketing. Humans are emotional. We buy things that make us feel safe, proud, happy, confident. The problem isn’t emotion, it’s manipulation.
Ethical marketing uses emotion to connect, not control. It doesn’t hide the pitch, it owns it. It doesn’t pretend to be your friend, it acts like one: listening, supporting, and showing up honestly.
Conclusion: Lagos Deserves Better Marketing
In a city as sharp, vibrant, and demanding as Lagos, people see through BS fast. The future belongs to brands that tell the truth and mean it.
So if you’re a business owner, a marketer, or even a content creator
ask yourself: Am I just trying to trigger a reaction? Or am I building a relationship?
Marketing with a soul isn’t soft. It’s not naive. It’s bold, clear, and rooted in respect. And it’s how the best brands in Lagos and beyond will thrive in the long run.