Do you notice you are being sold to nearly all the time? Do you even realise that most of what you read is a trick to try and get you to buy something?
Whether it be an inspirational blog, Facebook post, Podcast, TV show or just a random quote. They are mostly part of a campaign to get you to buy something.
Take the self help industry or wellness/health. People do podcasts, blogs, post inspirational quotes for a reason. They want you to read their work and sell you a product, a service or be part of their community so you will tell your friends. Publishers will NOT publish anyone unless they have a large social media following. Do you really think they are posting because they want to help you.
No - everyone is on the take. It's all part of the consumer circle. Create a need and sell more product. It's just the way of the world. I wouldn't mind but most try and cover it up, deny it or worse still consume it without even knowing.
There are certain techniques people use, it's just that some are more subtle and better than others.
YOU MUST READ/WATCH/SEE THIS.....is just one example of a hard sell.
The More subtle ones are;
5 WAYS TO LOSE WEIGHT/GET HAPPY/GET RICH/BE MORE SUCCESSFUL....usually the self help gurus will pick a shortcoming or root of unhappiness and tantalisingly offer the reader an easy to understand way to get out of it.
Then they will condense the text into a short list under really short and to the point headings. Why? Because we're lazy bastards and now merely glance at text. It's not our fault of course, it's because we're being bombarded with shit, plus the art of reading and concentration is rapidly decreasing. But then again you probably didn't read that sentence because it was too long and required to much effort. Anyway, you're only skim reading this over 'I'm a celebrity anyway'. Probably.
Back to the technique;
5 WAYS TO GET HAPPY/BUILD ESTEEMLOSE WEIGHT/ GET RIPPED/SOBER/
1 - BIG HEADER ITEM TO GRAB YOUR ATTENTION - some kind of dynamic statement that will scare you/make you think
2 - SOMETHING YOU CONNECT WITH - make them feel they're on your side
3 - NOW FOR THE BIG HIT - something to eradicate the problem
4 - SCARE THE SHIT - it's number 4 so you've warmed them up, they are ready for the real depth charge by now
5 - LEAVE THEM HANGING - this is the solution but you need to read more, click through or do something to get the full picture
Of course the really clever ones will not sell you anything. Instead they will just post a little, something punchy or enigmatic or challenging. This is teasing you. They will Give you free information in the hope you become a disciple of their GURU words, share it, claim it as your own, own part of their credibility in your own community and become their champion. What happens then? They sell more shit of course. Courtesy of you. Success!! Come on suckers can you not see it.
Facebook is full of inspirational quotes with images of legendary characters next to them. Dumbing down the greatest thinkers of our times into a sound-bite. The one that really winds me up is 'Fitspiration' - don't get me started on those bulbous cunts. Moronic meatheads desperately posting quotes that mean little, encouraging people to push beyond, never give up and achieve your goals. I hate that so much. It really winds me up. They are the worst exponents of this crass sales technique. It's so false, lacking in empathy, human spirit and understanding it makes my steroid enhanced blood boil.
Then finally when you have done the headline, posted the 5 ways to or inspirational quote, you direct people to your book/Podcast/website/services in order to 'build your customer base' so that you can prove your 'audience outreach' for publishers, TV companies or whatever the fuck these fiercely ambitious capitalist cunts are seeking.
Do not be fooled readers you are being sold too. Even when you don't think you are. The next time you hear Band Aid 30 in the shops just remember they are all doing it for their corporate profile and PR value. They are selling to you. Do not be fooled. I'm sure Sir Bob in his 14 room mansion and off shore tax avoidance scheme would take umbrage at that, but next time you read something altruistic and human spirited, dig a little more and see if they have a website, donations policy, service agreement, book to sell or something else commercial. Because if they are you can sure as shit they are trying to earn a pound note out of you first and help you second. Let's get honest.
Its not a bad thing. I am not renouncing it. Fuck me, I want to join them in the future for Gods sake. I just think we should all be aware that's all. Then we can make good decisions about which are the real ones and which ones are not. Lets cut the bullshit and get to the truth.
Rant over
#TWAS
Nicholas E Evans
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