April 12th, 2009 Posted in Business, Psychology
Cashless systems and doublespeak
This is going to be a bit jumbled because it covers a lot of things, and I have just got up. Cashless systems for small transactions are obviously here now. Are they a good thing for us, for the retailer, both, or neither?
For the purchaser (not “consumer”)
From my point of view, cash is easy. I don’t struggle to put my hand in my pocket and retrieve some coins or notes. I can’t imagine why anyone would find this difficult. What I would struggle with is keeping track of how much I have spent. This might encourage me to spend more.
For the retailer
From a retailers point of view, cashless is good for them for two reasons. Firstly, it’s quicker so they can process more transactions with fewer staff. Secondly, if I do spend more on impulse because I have lost track of how much money I actually have, then they sell more stuff.
So at this point, it seems pretty stacked in favour of the retailer. Reading the marketing copy, it’s all about presenting this in terms of how it will benefit me. How easy it is. How free I will be blah blah. Persuasive lies.
Talking crap?
So this leads neatly on to why I see red at a lot of marketing. I don’t have a problem with people promoting their products and services as long as they are straight up about it. What I don’t want to see is self serving fluff that tries to persuade me that the Next Big Thing is actually for my benefit. Come on Corporations, I know you are primarily driven by the need to provide return for your shareholders. My happiness only matters in that I stay a customer and keep buying your stuff.
“Why not relax with a INSERT PRODUCT NAME HERE?” they coo. I can think of a thousand reasons, Mr Marketing man. Not least of which are that the economy is declining and we could all be out of a job soon. Or that your product is actually really unhealthy and will benefit me in no way whatsoever. Or that your corporate practices are highly dubious.
Be authentic please
Just call a spade a spade for once. Seth Godin talks about authentic marketing, Cluetrain manifesto is all about not being evil and talking crap to your customers. I have been feeling this way about fluffy marketing for a long time – I am really glad to see that there are other people saying the same thing more eloquently that I and getting listened to.