In Defense of the Marketing Tactic I’ve Always Hated

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In Defense of the Tactic I’ve Always Hated

Marketing, by definition, is the process of getting people to buy, spend, or act in a way that they maybe wouldn’t have without the marketing. And if you’re not careful, it can get VERY predatory very quickly. All it takes is an extra push, a descriptor that promotes an emotional response that it shouldn’t, or an answer that isn’t ready to be given yet.

I’ve spent my entire career trying to figure out why certain tactics make me feel gross, and then deconstructing them into the core psychological motivation at work so I can transform them into something more honest and ethical.

The Tactic: “Comment X If You Want It”

The most recent one is the “comment X if you want it” that we see all the time on social posts.

I hate this tactic. I hate it with every ounce of my being.

I know it’s engagement farming. I know that whatever word you’re asked to post is going to trigger an automated follow-up. And I know that the minute I comment, I’m getting pitch-slapped—and not in the fun Pitch Perfect way.

(Though if you sing your pitch, on key, there’s a non-zero chance I’m handing over my credit card, even if I don’t need or want what you’re selling.)

I have rebelled against this tactic for years:

  • Never included it in a single post.

  • Never commented on these posts.

The Epiphany: Deconstructing the Psychological Motivation

Until I was rewriting an offer page on my own website and was trying to come up with a more creative way of saying “message me.”

I started thinking about how I feel when I read a sales page and I know I probably need or want the thing, but I’m not all bought in yet. I have questions, but I’m not ready for the pitch. I don’t want to have a sales conversation yet. And I don’t know how to say that in a DM without coming across as rude or non-committal.

And it all kind of hit me at once.

Why This Tactic Actually Works for the Buyer

THAT is the reason. Not the engagement farming. Not the automated follow-up. Not the self-selection hand raise.

  • It eliminates friction: It removes all insecurities around the “what do I say?” moments.

  • Low-pressure signal: It gives you a clear way to indicate interest without commitment.

  • Shifts the burden: It takes the pressure off you and puts the onus on the poster to do the following up.

As someone who never knows what to say, I can actually get behind it now.

It probably makes closing the sale easier, too. I’ll let you know when I start using it. Comment “Let me know” if you want to know how this turns out. 😉