I usually discuss mental health, philosophical and existential issues on here.
However, I want to discuss some business related issues that currently annoy me.
I am seeing more and more of a particular marketing tactic and as a small business owner, it thoroughly annoys me. Specifically, it has to do with what I call shame based marketing tactics.
As someone who markets my business, I have discussed my struggles with marketing in the past. As a business owner and psychotherapist, I want to market my business both accurately and with a strong sense of ethics.
I do not guarantee anything when it comes to my brand other than I will work with you to the best of my ability. So what do I consider to be shame based marketing?
The other day, I received a marketing email from a company newsletter I subscribe too. The exact contents of the email newsletter are unimportant.
The newsletter was describing tactics one should be using in their marketing campaigns targeting potential customers. What I found annoying was the phase: “If you are not doing X then you’re doing it all wrong.”
Maybe I’ve become more sensitive since becoming a business owner but I see these shame-based marketing phrases all over the place.
Essentially if you don’t follow my advice than your incompetent and your business will fail. Sometimes these shame-based marketing messages are subtle and sometimes not so subtle.
Has anyone else noticed these marketing messages? Do they really work as a strategy?
When it comes to social media marketing, I have constantly read that it is all aboutadding valueto the marketplace, or helping others (by making them feel good, right??).
Shame-based marketing tactics seem to be the opposite of that attitude. Shame-based marketing tactics knock people down rather than build them up (i.e. “you’re a loser if you don’t do X”).
Maybe I am being too sensitive. However, I have made the conscious decision to no longer buy products or continue to read articles and posts created by companies that use such marketing tactics.
Will it make a difference, absolutely not in terms of business practices of these companies but such a decision will fall in line with the personal creed I now operate by.
Have you seen such tactics by companies as well?
