Online marketing can be tricky. Sometimes things become normalized that are borderline (or straight up) unethical. Here are a couple things I see on websites that we all need to stop doing.
#1 – The ‘no thanks, I hate free things’ option that you have to click to opt out of an offer
Ugh! This one is the WORST! Stop labeling your opt-out option with phrases like: “I hate free things” or “No, I don’t want to improve my business”.
Shaming someone for not wanting to download your free thing is not cool. Just stop. It’s so gross.
What you can do instead is just offer a freebie that people actually want, and then write a call to action that’s compelling enough for people to click the button.
#2 – Using fake urgency to get people to take action quickly
We’ve all seen the manipulative fake urgency induced by countdown timers or by ‘only 1 spot left at this special price’ strategies.
Really? Is there really only 1 spot left? Is the offer really going away in 60 minutes???
Here’s the thing. I love buying something before the price goes up… if the price is actually going up! But you know what I hate??? When I see that same message one month later advertising the exact same offer. 😣
I’m not a marketing expert, but I think the way to do it is with integrity. If the offer is going away – then make it go away. If there is only one spot left at the current price, then raise the price when that spot is full. Don’t make your customers feel ‘tricked’ into taking action.
OK! Rant over. 😁
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