So many people say they hate marketing, but they don’t. Not really. They think they do and the reason is simple; a lot of marketing that they have seen is full of psychological manipulation and gross sales tactics.
Sure, the old way of marketing may work, don’t get me wrong. But it’s far from perfect, and I know this from personal experience.
I had been in the entrepreneurial space for about a year when I decided to cave and listen to what one of the OG-“bro” marketers was teaching. I built my funnel as he said, I wrote my emails as he said, and I hit “go” on the whole thing.
It was a disaster.
Not only did it not work, many people on my list hit reply to let me know it was a crap strategy that was misaligned with everything I stood for. I quickly turned off the whole thing, crafted an apology email to my list, and never looked back. Just because it's the way “they” have always done things, does not mean that it's the best or only way.
We live in a country that was built on white supremacy and patriarchy, so it comes as no surprise that traditional marketing strategies were created with those values in mind. With a focus on profitability and a disregard for humanity, compassion, and kindness.
But it doesn't have to be that way, and I'm on a mission to do something about it. I'm on a mission to introduce Just Marketing® as the new way of marketing. Marketing that is free of all of the tricks and instead genuinely and fundamentally puts people first.
Now is the time to change that, and we have to start from somewhere.
Just Say “No” to These Marketing Strategies
False scarcity and urgency
This one is pretty much a norm in the marketing space. Sometimes there really is scarcity or urgency, like if an event is live and you legit need to get your ticket before the event goes live. Or, in a case where the hosting only allows 100 attendees, then there are truly only 100 tickets available…
However, we've been conditioned to think it's okay to lie about these things to manipulate people into taking action, oftentimes before they're ready to do so. Deadline timers are often used to create a false sense of urgency and encourage people to make purchase decisions quickly.
The reason people use strategies like this is because it works, but at what cost? Everybody is unique in the way they shop and make purchase decisions. It’s because people are at different phases in their lives dealing with real problems. It's just plain rude to rush people through the process because you want to get your money. Instead, respect your prospects and trust them to make educated decisions from a good mental place.
Scarcity on social media
Similarly, we've all seen social media posts where someone claims they are only accepting two more people into their course (or whatever), but you know damn well if 3, 4, or 10 people wanted in, they'd find a way. Heck, I've got caught up shopping for an item online that says there's only 2 left, so I buy one, and wouldn't you know, there's always “only 2 left.” It’s annoying and shady. Did it work? Yeah, but it made me feel like a dope for falling for it, and it left me feeling annoyed with the business and unlikely to trust them going forward. Not the look I'm going for in my business.
Feeding Negative Emotions (shame/fear/guilt/pain)
How many marketers talk about pain points? I know I am guilty of it, and knowing what causes our ideal customers’ and clients’ pain (or shame, guilt, fear, etc.) actually is a good thing, but… Our messaging does not need to rub their noses in it. There is enough negativity in the world, and your marketing can be focused on positivity and still be effective.
Instead of dwelling on the negatives that your audience is experiencing now, shift the focus onto how your product/service will make things different. You can still address the “pain points” but do it in a way that is positive with a hopeful outcome.
Here’s an example.
One of my clients owns a fitness studio and they were running a summer promotion to “lose the fat.” As a “fat” person, instantly, it made me feel self-conscious. Like I was bad or wrong for having my body shape and size. You don't want your audience to feel that way. We adjusted the messaging to “get fit” which just hits me better — because I know “fit” can look differently on different people.
When I am working with clients, I look for words that have negative connotations and try to rewrite the negative words out while preserving the underlying message the brand is trying to get across.
And another example.
I saw an acne ad once that said “feel beautiful again” — implying that if you have acne you aren’t beautiful anymore (or shouldn't feel beautiful?). We have to think about not only the overtly negative words, but also ensure that we're not implying negative things about people.
In a book written by Trudi Lebron, “Antiracist Business Book”, she refers to leveraging shame as a sales tool as, “An exploitation of power because the salesperson knows the psychology behind their tactic, they know it will work, but the customer does not know that they are being played.” We don’t want to be that person.
False Expectations
Be clear about who your ideal audience is, and the real outcomes they can expect, and give people an idea of what they should not expect from your product/service. Don't position extreme examples of success as the standard of what is possible. This all relates to weight loss commercials where you know you're only shown the super transformations that really “wow” you and not the average outcomes that are likely still good but are significantly less impressive.
We don't want to trick people (or mislead them) into thinking that we can solve all their problems if we can't make that promise. All that does is plant the seeds of distrust and make it harder to expect recurring customers.
Putting People over Profits
Deciding to implement these strategies all boils down to one thing: valuing people over profits.
Yes, as business owners we need to make money, but we have the tools to make money in a way that prioritizes the people we are serving and welcoming into our ecosystem. In a way that respects them and allows them to make educated decisions, which also reduces buyers' remorse and refund requests. In a way that leaves us, and others, feeling good about the process and excited about the future. And excited to share their experience with others.
Join the Movement
Some so many people still do marketing the old way. While I am on this mission to introduce the new way, I cannot do this alone. I need people like you who can pioneer Just Marketing® to become the new norm. Marketing, as I've said before, is genuinely and fundamentally about people first.
So be sure to subscribe to the blog, podcast, or YouTube channel so you don't miss the next Just Marketing® podcast episode. And before you post your next piece of content online, download this checklist to ensure you're Just Marketing®!
