Don't Be A Lazy Marketer
I think most marketers (and wannabe marketers) are losing their edge and becoming more uncreative every day.
For one of my clients at Sunburn Digital Marketing, I spend a fair amount of time researching SaaS businesses. I dig them up, review their websites, make notes of their copywriting, support, and general marketing tactics.
What I've seen has been disappointing to say the least.
Here are some of the most common tactics that I've seen on the hundreds of websites I've reviewed in the last couple months:
Fake Countdown Timers
Putting "Most Popular" on the pricing page above a more expensive plan, not because it's actually the most popular plan
Subjective, opinionated, misleading copywriting
Disguising a chat bot as a real person to "start a conversation," but really just collect your data
There are a few more common tactics, but you get the point. And, chances are, you have likely seen all of these tactics and more in your exploration of the web.
But just because we're used to these tactics doesn't mean they should be acceptable.
They are all dishonest ways of trying to get people to do business.
But there are two obvious problems with being dishonest: Consumers are smarter than ever and they have more options than ever.
From the shoes of a marketer, it's just lazy marketing at this point to leverage those tactics. I don't care if "they work." Of course dishonesty can work, but it's a short-term (and short-sighted) solution to a long-term problem.
There is less effort by marketers than ever before to be unique, creative, or original. I'd argue that it's being drained out them by forcing an emphasis of sales, data, and hitting quotas on them, but that's a conversation for another day.
Those things do not excuse marketers from lying and misleading potential customers.
You don't have to do things just because others are doing them (and claim to be successful). You can be honest and still be a successful marketer.
You can be creative still be a good marketer.