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Marketing strategists know the importance of hitting consumers right where it hurts. Depending on the product or service, the creative pitch and delivery should tap into an emotion. Anger, joy, dread, anticipation, doubt, fear, confidence, guilt, or shame, emotion is what drives people to relate to a given advertising message. And it’s this relatability that will hold their interest, allow them to process the message and hopefully, engage response.
We Are Glutton for Punishment
It turns out that guilt is more than a quick go-to, and I might add desperate, tactic used by parents in getting their kids to do what they’re asking. The art of persuasion in marketing is used by creative gurus to make the audience believe that they will feel some sense of guilt if they miss the advertising opportunity presented. Moreover, if the viewers give the guilt-ridden message attention, there must be a moment that resonates with them and further accentuates the guilt already in place. Here’s an example.
The Blame Game
In a society that shudders at the thought of being accountable for anything, no one likes to be reminded of a faux pas, mistake, indiscretion or a flat out epic failure. When it happens, many quickly jump at the chance to point the proverbial finger on someone or something else as being the source of the snafu. Yes, there’s a lot of finger pointing going on—just look at our politics and how the media portrays these cat-and-mouse antics that denigrate personal and business brand.
But blame seemingly raises the eyebrows of consumers getting them to stop, watch, and share the information. In fact, this isn’t counterculture anymore but the natural process of social media channels in action. Decades earlier, when it was good business practice to admit to a problem and fix it or put out a retraction correcting the misinformation, there is no such content animal in existence today. In fact, we thrive on marketing mistakes and often devise them on purpose. Remember, bad press is still – good press.
Part public service announcement, part big pharma-to-physician-to-consumer play, this TV spot hits parents and their teenagers hard by pitting them against one another through the sharing of vital health information, and laying some heavy blame. The advertiser, Merck, provides new knowledge to its audience while simultaneously shaming them for not knowing the info beforehand. Compelling as it is, this shame and indirect blame reinforces the importance of the message, leaving the audience guilty unless they act on the message… or forever be held accountable by their children. A cheap shot? Manipulation at its highest level? Absolutely. Is it effective? Just ask any parent that’s seen it on television because if they remember then it worked, right?
The Fault of Our Own
There are certain subjects that get people and their panties rolled up too tight: children, aging parents, fitness, education, personal space, and health to name a few. But when it comes to diet and weight loss, it reigns supreme on hitting people’s buttons on the woulda-shoulda-coulda rant. Though it may not always be expressed, many Americans would own the notion that they do need to lose, at least, five pounds. But oh the list of reasons why it isn’t happening. I could get rich quick if I could cite them all.
Not only is our guilt, laziness, and frustration about diet and weight loss a popular topic of conversation, it sets consumers up for the continual cycle of triumph and defeat. It’s what weight loss program developers and fat-free product manufacturers hope for and make a hefty profit on. Nonetheless, people are like sheep. And advertisers and their clients love sheep.
Dangers of Guilt in Advertising
You’ve probably run across individuals in your life who appear to thrive on misery. It must be a ‘thing’ considering the programming across media outlets echoes the sentiment. However, there is a flip side or two to this type of story. America likes a good amount of sap with their misery. It’s our way of coming out ahead, rooting for the underdog and winning, or holding on to hope, faith, and that it matters and makes a difference. This Fiber One commercial blends the bad and the good, well.
When we use guilt in marketing, it’s important to remember who the target audience is and how they are likely to respond.
Consider adding the following to your guilt-ridden messaging:
- Happy ending
- Solution-based final thought or call-to-action
- Non-profit or charitable mention
Other than the misery-seekers and negative Nancys you may know, guilt is not usually something we like to share. Typically, we keep our guilt hidden or quickly deflect it with a good shot of blame sent elsewhere. But if you have to use guilt to give your marketing campaign the attention it deserves, make sure to give the audience a way out of feeling bad, by offering something that feels good.
Shame and Guilt, the Double Whammy
As risky as it can be, there are inherent benefits to using guilt in your marketing as it is representative of some of the twisted aspects of our interpersonal relationships. Think of a best friend, partner, or spouse. In the best of circumstances, you have gained a level of trust where you feel ‘safe’ in sharing exactly how you feel.
Unfortunately, this isn’t just about the compliments, thoughtfulness, praises and other displays of appreciation. It also includes those moments that really put you in disbelief, shock, and awe. And it is in these moments that we may not feel empathy or sympathy, but are compelled to remind the other person of their idiocy. Yeah, reality bites.
Alka-Seltzer found the sweet spot in this human condition and nailed it on their award-winning campaign from decades ago. Some may say that the copywriter and creative director were way ahead of their time. Although, I’m thinking that indigestion is timeless.
Watch What You Say and the Way You Say It
When did having ‘no filter’ be more acceptable than common courtesy? This positioning trait can be effective in advertising. But before you lead with content that emotionally shakes consumers without giving them any positive recourse when it’s over, ask yourself and your marketing team this: How would it make you feel? Do they enjoy eating a crow sandwich topped with guilt-flavored jelly? Does it shame them into making a change? And if they simply start sobbing, blame it on the writers. It’s always our fault.