Weird is good.

Have you noticed those adds that say things like “Lose your belly fat with this one weird trick“? They’re usually for a product related to weight loss or “male performance” or hair growth or reducing the appearance of wrinkles or earning $5550 in a week. I’ve never clicked on one of these ads, but I always find it interesting when a new advertising device begins to emerge. Remember a few years ago when everything was “invented by a teacher” or “discovered by a mother” and advertisers seemed to be trying to trade credibility across professions? (Airborne, the makers of bubbling snake-oil tablets, was the first to catch my attention – though I’ve seen quite a few since.) I find it humorous that at this point credibility is no longer even desirable. Advertisers seem to think that bracketing their claims with “This is going to sound like a crock, but…” makes them more believable. I guess they’re trying to appease the part of your brain that detects bullshit by letting it smell their hand first. “See, I’ve already admitted that this doesn’t sound possible, so I can’t be trying to trick you, right?” Or maybe they’re just trying to tap into our curiosity click-reflex: Forget “proven”. Forget “tested”. This is not your grandfather’s ad campaign. This is some WEIRD shit I found in a dark alley of the internet, but you’re in luck because I’m willing to share it with you for $39/mo, plus $10 shipping (Refer 10 friends and I’ll throw in some açai berries!).


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