The Easy A
Why making people angry can make you "successful" without you having to do much work
How do you want to feel when you’ve finished reading this?
If I told you that I was going to whip you into a angry tornado and send you spinning off like the Tasmanian Devil, would you keep reading?
Because that’s what a lot of marketing and copywriting has become. An exercise in getting you as emotionally, unpleasantly charged as possible. And I think that’s lazy.
It’s pretty easy to wind someone up. Just look at the Daily Mail. Or any social media platform. Anger is currency. But it’s an all too easy A.
Many of the big creators do this. And they’re deemed successful because of the engagement their content gets. They run tests, as many copywriters do, and in response, use the copy that has the most interaction or that people say they find more appealing to click. So when they’re then accused of clickbait, they say, “but it’s what you want. What you asked for.”
I may be going against the grain here, but people don’t always know what they want. And on top of that, what they want isn’t always what they need.
We’re human. We have a negativity bias and it’s inbuilt for survival. That means we naturally look for and are more tuned in to the negative. But in a world where we can now see the negative every single minute of every single day, that’s not good for us. It takes a lot more effort to seek out the positive.
I believe we have a responsibility as marketers to not cause harm. And I would argue that this type of marketing, a lot of these headlines, and the easy anger that is so readily used as a trampoline to “success” is causing harm. It’s damaging and it’s lazy. And honestly, an angry group of consumers is likely to turn on you at some point. You’ve primed them for it.
Whenever I see some despicable human being or product gaining traction because of so-called “great marketing” and other marketers saying “well, I don’t like it but it’s a great example of clever marketing”, it riles me right up.
Clever? Great? Is it? Is IT? IS IT? Whhhhy? Because they have lots of followers? Got lots of likes? They’re famous? They’re rich? These things are temporary and shallow markers of success. And we all need better than this. We need better examples. Because growth at all costs is killing the planet. It’s causing illness and divide and inequality.
What do you think?
Last week I ran a little poll on LinkedIn and asked, if you knew something was going to make you angry by reading it, would you still read it?
Two thirds said no, and some of the people who said yes commented to say that they would keep reading just out of curiosity.
I gave a little sigh of relief when I saw the results. Although not a huge sample, it does indicate that people, while drawn to the evocative, don’t purposely seek it out or want it.
I see examples of “The Easy A” every day across all the platforms and websites I visit. I recently wrote about ethical marketing and I think that’s a good place to start if you’re looking to feel better about how your work might affect others.
7 Ways to use positive message marketing
Do you want to bring in more positive messages to your marketing and boost your brand without resorting to those icky tactics like false urgency and fear-mongering?
Great! And phew! Here are 7 actionable ways to start revving those positive engines.
1. Highlight benefits and solutions
Focus on how your product or service makes life better. Show off the amazing outcomes and perks your customers can expect.
2. Share customer success stories
Real-life examples rock! Use testimonials and case studies to show how your product has helped others. Build trust and transparency.
3. Promote inclusivity and community
Create that warm, fuzzy feeling of belonging. Highlight the inclusive and community aspects of your brand. Get people excited about joining a positive movement.
4. Offer educational content
Be the go-to resource. Share valuable info that helps your audience make informed decisions. Educational content = helpful and trusted brand.
5. Celebrate achievements and milestones
Share your wins and milestones with your audience. It builds credibility and engages customers in your success. Have you planted 1,000 trees or do you support a local community group?
6. Inspire with future possibilities
Paint a picture of a better future with your product. Inspire your audience with the amazing changes they can achieve, without making them feel like their life depends on it.
7. Show genuine appreciation
Say thank you. Often. Recognise and appreciate your customers to build loyalty and create a positive brand image. A simple thank you goes a loooooong way.
Positive message marketing is about connecting genuinely with your audience, offering value, and building a sense of community.
If there’s one thing you take from today’s newsletter, let it be this.
Focus on the good stuff. Even when it feels difficult. The world desperately needs it.
One of my pet peeves is "agitate their pain points", like WHY WOULD I INTENTIONALLY WANT TO MAKE SOMEONE FEEL MORE PAIN?
Sorry for the shouting 😅