Book Review Backlash

It started with a tweet about how a new Congresswoman is dressed. There was a backlash on Twitter. I’ve seen several stories about that.

Less noticed, it seems to me, is the tweeter promotes his book on Twitter.

People clicked over to Amazon to give the book 1-star reviews. You can see that when he posted it, the grab from Amazon showed 21 reviews with an average of around 4-stars. Now, it has an average of 2.7-stars with 36 reviews. He basically tanked his own book by his behavior on his own marketing tool.

MLM mashup with political tribalism

A very conservative friend shared a rant I’ve seen in the past. No big deal. Curiously, though, at the end (under the See More break) was a piece of text not consistent with the rest.

If You Want True Financial Freedom and Not Have to Worry about This Contact Me and I’ll Show You a Way To Be financially FREE in Five Years Private Message Me or Send Me an Email At xxxxxxxx@gmail.com

I did a search on the email and found some interesting things. There are several Facebook pages associated with it. A web site that looks like a cheap Multi-Level Marketing scam. Basically, they claim to have you invest your money in their products (as crowdfunding), you provide the labor of the marketing of the products, and you establish an eCommerce presence to sell the products. Then you make “reverse royalty payments.”

If royalty payments are you the seller paying the intellectual property owner, then reverse royalty payments are supposed to be the IP owner paying you, the crowdfunding investor?

It smelled foul.

Leveraging political tribalism has gotten this particular post 289,770 shares. That aspect is just amazingly brilliant. Hopefully, it just creates enough outrage that people do not actually read it enough to fall for the scam.

Stores Tracking Me Could Be More Helpful

I know the stores track my purchases. They have tons of data on each of us. Their apps and rewards cards are precisely for knowing who I am and tracking me.

The other day, my girlfriend asked me to buy something using her rewards card to push it over the $1 she was short to get the reward for that month . (It is one of those you have to cross the threshold within the month or you lose the points.) There was a small temptation to mess with that data by buying something she’d never normally get. Instead, I bought something she would normally buy. I also paid in cash to keep my card number from being associated with her.

I just feel these companies with apps could be doing things to enable me to spend more in their stores.

  1. Their profile knows my purchasing frequency. They should be able to predict fairly well when my next purchase ought to happen. For items that happen monthly or less frequent, they could send me an email or app notification reminder. This value-add to the service would earn my loyalty in buying from them for helping me remember.
    • Of course, if they get it routinely wrong and alert me after I’ve already bought it from them, then I will be so offended that I would look for alternatives.
  2. Their profile knows how much I am willing to pay for specific items. They should be able to predict for which items I am willing pay full versus only sale prices. Then notify me when the items I buy for sale prices are available at close to the cost I am willing to pay.
    • Naturally, if they want to keep quiet when the item is significantly lower than what I am willing to pay, then I abstractly understand. That means in the moment of figuring it out, I would be hurt but as long as it is just a concept the decision makes sense.
    • They could also offer to let me set a price threshold for alerts when the item is offered for less than that amount. That would be useful pricing data for them.

 

The Anti-Boycott

Starbucks Cup by Hiro – Kokoro☆Photo

Do boycotts work anymore?

It seems like of late boycotts have returned to the en vogue way of attacking a company or movie with owners or creators one dislikes. But, then people on the other side of the issue see the talk about a boycott and step up their business. If anything, then it seems like the boycott target ends up doing better not worse.

In most cases the target of the boycott was doing okay, but not especially well. People had mostly forgotten it existed. The boycott essentially gives it free publicity. My guess is people who like the business but dislike the stance of the issue will be torn. Some will stop giving it business, some will pull back some, and most will stay about the same. The supporters of the issue will swarm it.

Probably good that I am not a marketer, because I would be willing to dabble with a guerrilla marketing campaign where I poll how people feel and instigate boycotts against my client.

Last Chance!

The overuse of “This is your last chance” annoys me.

Last means there are no other chances beyond it. If I do not act now, then I have to accept the penalty for the rest of eternity that I could have taken the offer but failed to do so.

However, when someone is trying to sell me something, last no longer means final. It just means we will give you a 72 hour reprieve before we start the next promotion cycle hounding you to buy this thing you have no interest in buying which is why you have not for the past 3-8 years.

The cheapness of email compared to print or television makes these messages prolific. So much so, I wonder about the lack of care put into them.

Ad Fails

An advertisement for a Porsche plug-in hybrid really fails. First, Porsche was old and lame by high school. Lotus, Lamborghini, Ferrari, and so many other car companies come ahead. Second, I do not have a job where an ostentatious car helps me. Third, I cannot keep my mobile phone properly charged. A plug-in hybrid is not the car for me.

Given how much activity I have online and all the tracking data collected about that activity, I feel that advertisements delivered to me ought to be fantastic. There should only be advertisements delivered on the pages I visit that confirm my desires or make me suddenly desire it.

Certainly looking up this car put plenty of data out there supporting the advertiser’s algorithms pushing this ad at me. Probably I will see more of it. Perhaps it is better, though, than the ads of the last item I checked out on Amazon. Reminding me that I did not buy it probably will not trick me into actually buying it.

UPDATE: Perhaps the ad had more to do with the page I visited than data about me? It was a piece critical of the Chegg IPO by comparing it Twitter as a success. I visited it because I heard a stock doubling after the IPO like Twitter’s did should be considered a failure. (The gains go to investors not Twitter, so Twitter should have set a higher price since other valued it more.)