7 marketing tactics you should avoid

I have a dilemma.

I make a living writing and marketing. When I started this career 12 years ago, the internet was a different place.

Late capitalism was still a thing, obviously, but the internet wasn’t so jam-packed with… well, stuff. 

There’s content everywhere about everything. Every niche is saturated, every platform dominated. (Isn’t the internet full yet?)

So what’s my dilemma? It might be the same as yours: I want to be heard.

I want to connect with my intended audience and have a positive impact on them.

But I want to do it while keeping my integrity intact. I want to be able to sleep at night and still be a marketer.

But how?

Get ready to squirm as I reveal seven marketing tactics that I avoid at all costs.

Not only do these shady tactics give me the ick, they’re also ineffective. I’m going to show you why, and what you can do instead so that you’re heard above the din.

1. Clickbait headlines 

We've all seen them: "You won't BELIEVE what happened next!" These sensationalist headlines may generate clicks initially, but they erode trust and credibility in the long-run. 

Do this instead: Want your title to be clicked on, your email to be opened, or your LinkedIn post to be read? Then create bold, specific, honest titles that accurately reflect your content.

Read this.👇️ 

2. Fake scarcity 

"Only 3 spots left!" when there's actually no limit. Urgh. This is a manipulative tactic that people can see right through.

Do this instead: Build genuine value into your offer rather than manufacturing false urgency.

3. Aggressive pop-ups

Yes, yes, I use a pop up asking people to subscribe to Write Like You Mean It (thanks beehiiv), but not aggressively. Nothing screams desperation like a barrage of pop-ups the moment someone lands on your site. 

Do this instead: Use subtle, well-timed, relevant opt-ins.

4. Phoney relationships

It’s so obvious when somebody comments on an influencer’s social post solely for the exposure. (Those who reply with one-word answers or AI get minus points.)

Do this instead: Focus on building authentic connections with people in your niche. Be generous, add value, be kind.

5. Spammy email tactics 

Buying email lists or bombarding subscribers with daily promotional emails? No. Just no. Get in the bin (spam folder).

Do this instead: Do yourself a favour. Stand out in your audience’s inbox by focusing on quality over quantity.

6. Fear-mongering 

Using exaggerated threats or worst-case scenarios to push products or services is manipulative and can backfire by creating negative associations with your brand. 

Do this instead: Your audience needs to understand that you empathise with their challenges, but rather than preying on their fears, highlight how your offer can help solve their problems. Paint a picture of success instead of gloom.

Read this.👇️

7. Black hat SEO techniques 

Keyword stuffing and link farming might offer short-term gains, but they'll ultimately harm your search rankings and reputation. Are people really still doing this? (Hint: yes.)

Do this instead: Invest in creating high-quality, relevant content that naturally attracts backlinks and engagement.

Effective marketing isn't about tricking people into paying attention—it's about creating something worth paying attention to. 

Be one of the good marketers and help build a more honest, valuable internet.