Brave marketing

If you’re a coward, you’ll do cowardly marketing.

Cowardly marketing makes desirable offers because its done its homework… but its promises aren’t all they seem to be on the surface. The terms and conditions have “gotchas” to protect the supplier from not being good enough at delivering on the promise they made. Customers spend most of their time feeling duped, but unable to fully articulate why, because the gap between the promise and the delivery feels difficult to fully describe.

Brave marketing makes desirable offers because it’s done its homework too… but each promise is kept. You can try things for free if you like, and pay when the trust is there to go deeper. You can have a refund if you’re unhappy, and the refund really does happen. Moving on one day is a happy moment, one where you’re waved on in your voyage, rather than tricked into paying for another twelve months because it was so hard to cancel.

Cowardly marketing is abundant. We all get caught by cowardly marketing, at every price-point and in every industry.

Brave marketing is phenomenally rare. We all remember these encounters for a long time, and we tell our friends about them.

Be brave.