Yesterday’s email was quite harsh on the marketing industry as a whole.
And for good reason:
The world of marketing is riddled with sciolists and scam artists and sociopaths.
But the world has also benefited from marketing in plenty-o-ways.
Take, for example, every real—I must add this qualification because, well, there’s an absurd amount of fake reviews online—positive review, case study, and testimonial:
Without the marketing that led to the buying decision, these people would’ve been left to suffer and rot.
And y’know what? Saving the world looks more like helping individual people improve some aspect of their life than it does these big, sweeping changes that aren’t much more than virtue signaling at the end of the day. Think Pepsi’s ad with Kendell Jenner. They tried to save the world… and, well, they just embarrassed themselves.
Despite the cesspool that marketing has become in many ways, it ain’t all bad.
But the way marketing saves the world is fundamentally different than the way it ruins the world. It ruins the world in the macro: Big sweeping claims, layering on the hype, stalking you and your data to every nook and cranny in the real world and digital world, inundating you with ad after ad after ad after ad that ruins the general experience of whatever you’re watching or reading or listening to, and of course, the actual sociopaths who would rather get a few bucks out of you than abide by any sort of ethical or moral standards.
But marketing saves the world in the micro:
The person who just can’t lose weight sees an ad that he can emotionally connect to, signs up for the service or training or weight lifting program, and voila! the fat starts falling off. Their self-image improves. They gain confidence. And they start becoming the best version of themselves.
An older woman who notices more and more wrinkles and fine lines pop up on her skin betraying her age no longer feels beautiful. The right email, with the right message about a copper tripeptide—something that may just be the human fountain of youth from folktale (it was inside us all this time)—decides to buy it, use it, and watch her skin tighten and smooth and glow with youth, restoring her sense of beauty.
A guy who can’t get a date or so much as even talk to women stumbles upon a legit course about eliminating approach anxiety, follows it to a T, and goes on to find not only a girlfriend, but a wife and a future mother that decide they’ll do a better job than his parents did.
And you know what?
It could even be less “severe” than this…
An avid coffee enthusiast hears through marketing how cheap coffee beans contain mold, and that switching to high-quality, mold-free coffee can actually improve her heart health, and so, she avoids heart problems which make her family stress out.
A disgruntled and stressed business owner sees an action movie trailer that looks as action-packed as it is funny and decides to let himself relax and escape the stresses of his business for a couple of hours.
The closer you look into marketing on this micro scale, the more you see the positives it can have. Especially when you have a solution to whatever their problems are.
In fact, it’s your moral duty to market as best, and as much as you can if you believe in your product. You believe in your product, right?
Persuasion is powerful. And, like most thangs, it can be used for good or for evil.
The more marketers that decide to use their powers for good, the better the world becomes, one sale at a time.
Which brings me to the point:
If you’re not marketing as well as you know you could be because you’re not an email copywriter at the end of the day, that’s where I might be able to help:
Hit reply, and we’ll hop on a quick call to see if we’re a good fit.
John
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