Why should you read this blog, or buy the eBook?
Maybe you’re just fed up with all the advertising in our society. Maybe you’re tired of handing your hard-earned money over to someone who is laughing all the way to the bank. Or you can’t be bothered trying to figure it all out. You yearn for clear, credible information that tells you what you’re buying, who you’re buying it from, and where and how it was made. To top it all off, there are a gazillion new messages targeting you on-line, and you’re getting wary and suspicious of all offers, even legitimate ones.
You’re ready to wake up.
Savvy shoppers all over the world are waking up to the reality that we, as a consumer society, are being manipulated by clever advertising techniques, seduced into buying stuff we don’t really want or need, and persuaded that we must spend money in order to stimulate the economy. We’ve been so conditioned to advertising that many of us aren’t even aware of its presence anymore. And some of us think that it’s “cool” to wear brand logos, offering ourselves as free mobile billboards for corporate advertising. What’s wrong with this picture?
How the book happened.
A red flag went up in my mind when I noticed that young women were happily wearing brand logos on their derrieres. Say what now? When did we agree to be billboards for the advertising world? This was an eye-opener for me. After a 35-year career in advertising, I turned a critical eye on the industry and realized just how successful we have been. So successful that we, the consumers, don’t even notice it anymore.
I started talking to family and friends, then complete strangers. I told them about the advertising tricks I had learned, and cautioned them to be extra careful about the clever techniques we use to separate them from their money. Of course, in the ad industry, we don’t call it money, we call it “disposable income.” And we call consumers “target groups.” Most North Americans are blissfully unaware of what goes on behind the scenes – some of us prefer to remain that way. But not everyone. My friends were interested in what I had to say. Write a book! they kept insisting. So I did.
This blog and book is for you, the consumer who cares. I’m still on a mission to create better advertising, but now I’m also on a mission to create better consumers.
The Internet has changed everything, and while we’re waiting for the dust to settle, there’s an opportunity for us to start voting with our wallets, and make a real change in the power dynamics between corporations and consumers.
Coming soon: Marketing, My Ass – the ebook.
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