The ol’ Bait and Switch…

A cheetah. Geddit?

A cheetah. Geddit?

According to Wiki, bait and switch is “a form of fraud in which the party putting forth the fraud lures in customers by advertising a product or service at an unprofitably low price, then reveals to potential customers that the advertised good is not available but that a substitute is.

It’s a wordy of saying “it’s a con”.

These days “bait & switch” tactics are increasingly being employed by the world of marketing, blogging and content creation. Out there are press-releases and even hard-sell commercials dressed up as content pieces. You know the type: 3 or 4 paragraphs of waffle followed by a call to action by a brand that has nothing to do with the preceding content. In fact, even the content is a bunch of loosely-cobbled waffle with no merit or value. End result: you feel robbed. You feel like you’ve wasted all that time for nothing. And you’re hardly likely to think favourably of that brand next time you’re in their market.

Why do brands insist on doing this? Seriously. Why not just run into the CBD dressed in your corporate colours, shouting  “We’re mediocore! We’re a waste of time! We’re value-parasites!”

Because that’s what you are.

If you don’t have the guts to front your company for what it is, if you feel you need to deceive consumers in order to get their attention then that’s what you are. People don’t like to be fooled. And that’s the upside of cynical blogging and marketing: eventually all those cheap-tactic buggers will find themselves audienceless.

Keep it up. You won’t be missed.


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