There is a difference between teaching and marketing, between persuasion and manipulation, between ethical leadership and demagoguery. The difference is the character of the intent toward others, whether there is a willingness to use methods that damage the well-being or distort the development of others as a means to an end. If we appeal to fear, ignorance, greed or self-interest, we may well advance our short term agenda, but the result is a society that is more fearful, ignorant, greedy and selfish. By refusing to look at any individual merely as a means to an end, we instead place our focus on methods that cultivate what is best in our own and others' nature, methods that lead people to the door of their own understanding and empowerment.
Demagogues try to con us into doing what they want. Ethical leaders inspire us to adhere to our values, to do right by others, to become ethical leaders ourselves.
See Commodification and Values-based Advocacy.