Desperation marketing? Don’t do this!

desperation marketing

Today’s blog is all about desperation marketing. When it works and when it doesn’t work. 

You see a post and it does really well. You’ve done a similar post and you get tumbleweed. 

Why is that? 

The truth is everyone is just winging it. If you’re not doing what’s cool to you, and it doesn’t feel right, then it’s probably not right anyway. 

Why am I talking about desperation marketing?

Not to be confused with scarcity marketing – (which is talking about limited spaces or a time limit) desperation marketing I would class as marketing laced with incessant, desperate marketing tactics. 

Desperation can serve a purpose in business. It can lead you to find solutions under pressure. It can kick you into action when the going gets tough. 

But in marketing, if your marketing and business don’t quite align, your audience can smell it from a mile off.

I have a phrase- my favourite phrase is ‘desperation stinks’. You’ve heard it before- when somebody is desperately trying to sell their thing to you, and they’re coming from a place of lack we feel it. 

We might get the sense that we don’t want to buy something. It’s like, why are they so desperate to sell this to me? If there’s something amazing it should be flying off to everybody? Why are they so desperate to sell it? 

It’s almost like the sales page and then the marketing doesn’t add up. You no longer believe the sales page which says how amazing this offer is- because the marketing reeks of desperation. 

If you go and do any work with any high end coach, (as a high end coach myself, sitting here writing this). If anyone teaches you how to do launches, they will all tell you to do like a million emails on the last day, ‘get it now’, ‘in an hour it’s going up’ 

But what happens is that I don’t want it, I just feel like getting off. I’m unsubscribing from anything you ever do again, because I can’t stand that level of email. 

If someone says ‘I’m going to send you an email a day for the next seven days’, then I’m going to back off and leave them alone. I’m okay with that. I want to know what they’re going to do for me. Being told in advance or notified on sign up helps with this. There’s no surprise about marketing emails and I know what’s to come.

It’s important to note that this is my way, possibly not your way. But at least if I do it my way, I know that at least I wouldn’t upset myself. 

So there’s number one, I want you to think: what are you not upset by? 

What approach are you okay with yourself when it comes to marketing?

Highlighting what you are okay with in terms of marketing can really help you assess what your clients might engage with. Nobody will know your clients better than you- so really think about what their (and your) style is. 

Some things to think about:

There will be people sitting there going, ‘Oh, I don’t know, shall I join? Will I buy it? Will I do it? Will I sign up? Should I attend?’ I don’t know- whatever it is, those emails do prod and prompt the people who are sitting on the fence, which is why they do it. 

Who here has bought something at the last minute? Lots of times you’ve had emails from me, (hopefully not too many), but where you weren’t going to buy it. So all those emails were just a bit of noise and quite annoying. And you think ‘here she is again with that bloody offer, and it’s going in an hour.’

What you don’t need to do is send emails excessively or keep discounting your offer. 

Now it’s a fiver cheaper, you’ve put in a bundle worth £1000 for £20 profit and you’ve turned off clients who weren’t ready to buy from you just yet. There’s all this stuff going on because actually, they weren’t your client at that moment. The ones that were your client did click and buy. 

So what happened is they unsubscribed, but they are not your client anyway. Some clients might leave the answer at that. Those unsubscribes are a celebration because they clear the way for more potential buyers in your list. 

But what you might be doing (and this is why it’s really good to evaluate and reflect) is turning down perfect clients for you through desperation marketing. What if those clients were perfect for you and it was your marketing desperation which wasn’t perfect for them?

And that’s why that’s why it feels so icky for you. 

And that’s also why it feels icky to your potential clients. 

The people using this level of desperation marketing do give off an impression- that they don’t care whether you’re gonna hang around and do their free stuff next time. They care whether you’re going to buy from them. That’s why they do it. And that’s why they teach it that way. But yeah, it makes everybody else feel it. And it can turn off people that may be buying later at another date, who are maybe just not ready. 

So just think about how you like to be sold to, how you like to receive information and what really resonates with you. Just because somebody teaches you to send an email that’s 68 pages long, it doesn’t mean you have to do it. 

Stay true to you, your ethics and your business and you will win business in the long run.

Did this make you think about your own marketing?

What really turns you off in marketing and what makes you stick around, even if an offer is not for you?

I’d love to hear from you. Please email me at hello@she-enjoys.com or connect with me on Facebook or Linkedin 

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