Like any power, the arts of persuasion and pre-suasion come with an ethical responsibility. Use them well, and you’ll build a loyal and happy customer base. Use them irresponsibly, and negative consequences for your business will follow.The Cost of DishonestyEmployees who are uncomfortable with dishonesty leave companies with unethical cultures. One consequence is high turnover costs.Another consequence is the retention of people who are comfortable with dishonesty, which increases the risk of fraud. People who lie for you will lie to you.Essential Questions for Crafting Pre-Suasive Messages with CareHow can I use pre-suasion ethically, not only for my own interests, but in service of the customer?What is the element of my message that would make it most wise for people to say yes?What is the strength of what I have to offer that will prove to be beneficial to anyone who accepts my offer?