Don't Fall For Marketing

Aren't you sick and tired of an overdose of marketing trying to manipulate you into buying stuff you don't need? I know I am. Hence this piece.

The level of noise and blatant consumerism we face bothers me. Even though as a marketer I contribute to this problem, I also know there’s a real need for makers to reach buyers. Which is why I do it.

The problem is the constant battle to sell more and more, and at any cost. In this battleground, some unscrupulous players are bound to try and sell you shit with clever marketing. Even if they will never make a repeat sale.

As a marketer, I want to sell my brand or product. But as a parent, and as a customer, I also want to safeguard me and mine against unethical marketing techniques. Here I’ve got five counter-marketing tactics that you might find usefule

1. Know Yourself First

As George Carlin once said, "If you're looking for self-help, why would you read a book written by somebody else? That's not self-help, that's help!" The point being, you’ve got to know who you are. Yep, that's right, before you step into a store or get ready to scroll-shop, take a good hard look at yourself and your values.

Don't let marketing bozos tell you what you need or want. You are not defined by what you can buy. If you can delink the dopamine rush from what you buy, then life becomes infinitely simpler. Also, your wallet and your sanity will thank you.

2. The 1% Rule

There’s this 1% rule I read recently. In a nutshell, if an impulse purchase costs more than 1% of your annual income, wait three days before making that purchase. If it still makes sense to buy after three days, decide in favour of buying it. But don’t buy it yet. Instead, start comparison shopping to shop for the best deals available. It will give you more time to make a considered purchase.

3. Wait It Out

Take a moment, breathe, and think about whether you really need that item or if it's just a passing fancy. Don't just settle for the first thing you see. Do your research, shop around, read reviews. And before you finally decide to click on ‘buy now’ or ‘place order’, give it one last thought. Trust me, your bank account will celebrate this new found patience in you.

4. Pay With Cash

Yeah, I know. It sounds counter-intuitive in this digitally enabled world. But paying with cold, hard cash is a sure-fire hack that works. If you can resist the temptation to pay with credit cards or any form of digital payment. When you pay with cash, you have a tangible sense of what you're spending, and it's harder to overspend. Plus, it's a good way to stick it to the man, right?

5. Don’t Get Fooled

Look, the job of any marketing asset - be it packaging, visual, or ad copy, is to make you believe in the product. But truth be told, everyone exaggerates. Some irresponsible sellers outright lie. Don't let the flashy packaging and persuasive proof points fool you. Ask your own questions, do your own research. Find out if you’re buying false claims. Your bottom line is the only truth.

It’s not easy to stay away from temptation. But it's easy to make a shopping list and stick to it. The marketplace will always be full of tactics designed to make you spend more, whether you need it or not. To stay clear, I recommend you practise some gratitude to appreciate what you already have.

And if you still need to shop, consider mindful consumption – buy only what you need and not because you can. Also while you’re at it, re-examine the number of marketing messages you expose yourself to.

At the risk of losing my career, let me leave you with this advice – don’t fall for marketing – your mental health and bank balance will be all the better for it.

#marketing #selling #customer #culture #sales