Dirty MarketingNov 05, 2021
What do me and Debbie hate the most? I'll give you a few seconds.
If you guessed Dirty Marketers, you'd be right!
In this week's episode, Debbie and Bertie talk about dirty marketing tactics - expect a bit of ranting!
Debbie: It's like, so shocks.
Bertie: Let me know what's happening. Good morning, Debbie Doodah. How are you?
Debbie: Yeah, I'm I'm okay. Slightly tired this morning, slightly tired and a bit weather beaten, but I'm all right. Right.
Bertie: I'm very well, the sun shining. It was freezing there this morning. Wasn't it like wanting to get out there?
Debbie: I like frost. It's getting to that time of year where there's like frost everywhere. Yeah. Yeah. So this is exciting. Isn't it? This, this today's topic is. But to everybody by me, it was my run. I wanted to do a bit of a run.
Bertie: So what are we talking about, Debbie?
Debbie: Well, we are talking about dirty marketing tactics dirty marketing and this, I kind of, you see this stuff happening and we're going to give a few examples of it, but this was kind of brought more to my attention by.
A lovely Victoria Taylor and a comment that she made at Portland's is marketed live conference, where she was talking about people kind of using their maybe life tragedies and then going buy my stuff at the end of it and kind of how distasteful that felt. And then I was scrolling through Instagram a couple of weeks ago.
And I saw this post that caught my eye and it was a kind of black and white picture, maybe in the seventies. And the Instagram caption was like, I miss my mom and I thought, oh, what's there. So I clicked on it. It was like this woman misses her mom, her mom committed suicide. You know, all of this sad stuff to do.
And you're like, oh my God, like, this is tragic. And then at the end of it, this is why I've created this course sign up for my eight week course for like 2000 pounds. Here's the link to buy it. And I just thought, oh, it's just. Yeah. Use your stories, but don't it's so it's just about so crass and I was like, God, if I ever killed myself, I don't want Robin in the future to be using my suicide as a way for her to make money.
It just felt so like, just, I don't know. So, yeah. And
Bertie: I, thanks for sharing that,
Debbie: but I think you just don't have to go to these links to. Connect with people to build relationships with people. There's two things, isn't there. There's telling a story and then they're selling and I don't think they need to go together.
That's when it just feels like you're just using
Bertie: your life to market. Yeah, exactly. I mean, yeah. We've got those from Steve St. Hello? Hello? hello, Steve.
Yeah. Thanks for joining us this morning. Yeah, I it's I wouldn't say on the fence with this one, because I, I do believe there is a place for stories in marketing. I do. Yes. I think there's a place for stories. I think everyone's got their own individual stories, tale, and I think it's great for people to connect with that.
How about. In the context that you were just talking, it is crushing. I think that is a real dirty marketing technique. It's almost, you know what, it's the aim there wasn't to share something personal and connect with people. It was literally to sell the eight week course or whatever that fucking book it was trying to fluff, you know, like, and that's, you know, I don't agree with that.
And I think we were just chatting just before I went to What was it? Success, resources, entrepreneurs conference a couple of years ago, it was really excited cause they had like Gary V their grand condo and it was more powerful in that sense. And Russell branded was amazing. Gary V and Russell Brahms saved the day.
Everybody else that turned up to this thing. So I paid to go to this conference and then like, it was the worst organized thing I've ever been to ever. And these people would come up. They would tell you either a really sad sob story. And it was the same sad story, sub story copy and pasted you know, drunk, alcoholic, drug ridden living on a mattress.
It was, it was the same story. What's the end of it. It's like, but then I found this out in the paper for this foreground course, you can buy it too, and you can be great like me and like, hang out with Tony Robbins. It'd be an absolute. Dickheads. I was like, I just felt like I got home and just showered myself with fem.
After going to that, I felt dirty for being in the company of all of these. Yes, but I think that's, I think that's the point that when people start selling these stories, telling these stories with a, an aim of selling something at the end of it directly almost using experiences or even worse, making them up, which, you know, half of those things probably were
Debbie: some people make it up.
Oh my God. Just to get that kind of credibility. It's the rags to riches story, isn't it? Yeah, she's fine. But in the right context,
Bertie: Yeah, exactly. And that's exactly what Steve say here. I love storytelling, marketing, ethical, honest, and genuine. Absolutely. Everybody's got a story to tell and yeah. If you can get that across then yeah, it helps people connect with you and then people say, oh, do you know what?
I'm very much like that person. I want to work with them. That's fine. But using it as a yeah, a way to directly sell, I think is really, really unethical. So who we've got, we've got Joe, Julia. Hello. Hello. Thanks for that.
Debbie: And I think like, oh, you know, I like storytelling. Like various people will know.
Yeah, life, you know, had cancer and this type of thing. I never do a pose and say, eh, it's 10 years since I had cancer. And it was really hard. And did it. That's why you should work with me as a business coach, click here to buy my it's like, this just feels genuine. Does it? You can tell your story, like, you know, yesterday.
I, I did bury somebody that I love, but I'm not going to go, oh, in Instagram stories yesterday, I was at a funeral and I buried somebody I left. And that's why you have to buy my thing because it just sort of cheapens that life experience. Doesn't it, it just makes it all seem like there's like a value to everything.
So I think it just it's, it's just not good. So south of the things sell the services or the products that you've got. Based on the deliverables, the transformation you make, the way that you help people and whatever that looks like, and, you know, use your story to connect with people and inspire people.
And, you know, maybe give people a little bit of advice in what they might do in a similar situation, but putting the two directly together, I'm not going to buy your stuff just because your mum. Yeah, like that, doesn't help me understand how you're going to help me. That's just like making me feel really, sorry.
Sorry for you. And then going, oh, and now you're trying to sound,
Bertie: maybe that's the reason people do this because unfortunately it works Debbie and that's the problem with it. We'll do feel sorry for those people. And then they buy their stuff, but they're buying it for the wrong reasons. Charity. So. Yeah, it, it's not a good ethical way of doing things and it isn't sustainable either.
I feel it's very, very short term as it, when you're buying those customers or if you're using those techniques, any of these techniques like clickbait headlines, for example. But again, there's a place for them. If you can write something that then entices people to read your blog or listen to your podcast.
Great. But if there is. Value in that. So wherever once they get there, then it's just rubbish. Isn't it like, you know, we've all seen those ads on the banners, like one weird trick, one way to save, make the 60 year old, but like 12 again or something.
Debbie: You clicking on those. Tell me, tell me the train.
Bertie: There's never a fucking drink in there ever since.
You know, they kept me every time because they work. That's the thing. If you're trying to build a sustainable. Ethical. And I'm not talking about ethical in the sense of like, in the sense of, you know, saving the planet or, you know, just some, just being true to yourself. Essentially. These things are really important.
Things to stick by, I believe so. Yeah. Don't, don't be a dirty, dirty martyr. There are better ways to do it. You are better than that. Viewers. You're better.
Debbie: I think the other thing as well, if we're thinking about that dare to marketing and let your conferences, webinars, webinars that tell you nothing.
And you sign up and then you watch all this load of guff and then you're like, I've learned nothing. You've just, you've just taken up 20 minutes of my time. You know, I I'm out of that. And I think it's just about like genuinely trying to give value to people because, because you want to, and not necessarily cause you want to sell stuff all the time, but just connecting with other human beings.
Yeah. So that was my rant. Just, nah, I just, it just leaves me feeling a bit ashamed of marketers.
Bertie: Well, I think it's a good run. I think it's an important thing to do to, to talk about because you know, we all bombarded by all this stuff right now. And if someone's just starting out or maybe someone's thinking, oh, this is working for someone else, maybe I should be doing.
If it doesn't feel right to you, it's feeling a little bit, I mean, there's one stepping out of your comfort zone, but there's one doing something that's really like, no, I'm dead against this. Then don't do it, you know, really sort of go with your gut feeling, you know, feeling a little bit uncomfortable and doing something new is very different.
This feels really icky. And if it feels really icky, Don't, you know, don't, don't do it. So yeah, it's but there's so much stuff out there. The reason that I want to talk about this with you today is because it's very easy to look at that stuff in that. That's working for seven. So we should be doing that.
Maybe that is the way to get business and it isn't, it isn't always, and you can take elements of these things that work clickbait headlines work, because you know, it's a catchy title to get in. You can still do a kick baity headline, but then that that is relevant. You can still go and do a webinar, but give those people that have signed up to your webinars, something that they can take away and action, and then use the action and think, do you know.
That's really worked for me now. I want to work with Debbie a little bit more because like, she's already solved some problems for me. Now I'm willing to put some money. I've built that trust with you. And that's the difference if you're turning up to a webinar and it is just someone sub story and stuff like that.
And then you get to the end of it. It's like, right. I can solve your problem, but you need to pay me now. Then that's a that, you know, that's, that's where it all starts to, starts to go a bit wrong. And unfortunately, it's too many people out there that do this stuff.
Debbie: So finally, Steve's got a new product for us.
Dirty marketing sounds like a great name of tongue and cheek marketing campaign because you should fight it and sell it online.
Bertie: Yeah. Sign up 30 marketing. We'll show you how to be the dirtiest marked.
Thank you very much for your input.
Debbie: Well, that's it for us this morning. Isn't
Bertie: it? It's a quick one today. 10 minutes because I took a book to 10 o'clock meeting. So I'm going to love you and leave you, let, if I'm supposed to be on your meetings day and you're watching live. Sorry. And I'll see you in a second on the zoom, right?
Debbie, it's been a pleasure, everyone joining us. And if you're listening on the podcast, it's been amazing. Thank you very much. We'll see you soon. See you next week. Bye bye-bye.
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