Say No To Accusatory Marketing

I just logged into my in box and there was an email in there with the headline, “Why aren’t you watching?” I assume if I were to actually click on the email it would have suggested a specific show that I absolutely must watch right now lest I be considered uncool or out of touch.

But I am very happily binge-watching Cold Case and Without a Trace right now, thank you very much, and do not need someone coming at me with accusations about what I should be watching instead.

A while back I received a snarky little email from someone trying to sell me on paying them to run my AMS ads. It named one of my books and pointed out that the book (which was not the first book in the series and had been out for three years) was just outside of the top 100 listing for its category, and then said something about wouldn’t I like to pay someone who could get me an ACoS under X%? The implication of course being that I was failing miserably at doing so myself.

I don’t remember who sent it because I was like, “wow, yeah, fuck you,” and immediately blocked them.

The problem is, that kind of thing works on a lot of people. There are advertisers out there who will make you feel bad about yourself to get your money.

They will imply you are a failure. They will play to your insecurities. They will make you question yourself or your choices. They will make you feel like you’re not “in” if you aren’t paying for whatever they’re selling.

Don’t let them do that to you. Look for brands that are trying to help, that want to share their joy. That want to lift you up. Buy because someone is offering you a positive experience not because they made you feel like shit.

And if someone does make you feel horrible and less than and you really do feel like you need to buy something to fix it, go to their competitor and buy from them instead. Because the sad fact of this world is that if something works, even if it’s negative and destructive, people will keep doing it. So don’t reward that type of approach. Please.

Author: M.L. Humphrey

M.L. Humphrey is a former securities regulator, registered stockbroker (although only briefly), and consultant on regulatory and risk-related matters for large financial institutions with expertise in the areas of anti-money laundering regulation, mutual funds, and credit rating agencies. Since 2013 M.L. has also been a published author under a variety of pen names and across a variety of subjects and genres. You can contact M.L. at mlhumphreywriter [at] gmail.com.

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