Marketing ideas from the dark side
Marketing ideas from the dark side. How to spot them
“Marketing and marketers” can often take criticism from outsiders who see the methods we use as “evil”. Often both the “good guys” and the “bad guys” use the same methods to succeed. If you aim to be a good guy marketer you should know the tricks used by the bad guys – and learn to be wary when you use them – if you seek credibility
Here are some ideas used for selling junk products – ideas, services etc
Tie your appeal to the customer’s fears and their hope of something better.
Tie your appeal to popular culture, fashion, tends.
Have a well known/respected personality support your product. Otherwise someone who looks credible and preferably looks good
Have multiple options to sell.
Use social proof rather than scientific proof.
Cite non-existent authorities and spurious research.
Have statistics to quote. Preferably in graphical form
Use actual statistics selectively
Argue from a position of perceived credibility or authority rather than fact.
Use emotion and spread it as thickly as possible.
Treat any questioning of your position as an attack on wider (social) issues
Treat real science as junk science.
Trot out success stories/testimonials
Use gullible reporters to get your message out.
Any additions? Comments? Examples?
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