Let’s air a gripe about about marketing, specifically Care.com today. We see the commercials, the cute ads of toddlers demanding a great babysitter, etc. As a user of the site, there is a classic catch. Limited free use. Yes, they taunt that you can join for free, but the rest (best?) is hidden behind a monthly subscription of $20.
For job hunters, this impacts your ability to message potential clients to offer your services or skill sets that they are seeking. For families seeking various kinds of help, they can’t join unless they pay the premium (and recurring) $20 fee. In this current economic state, that extra $20 every month could be the difference between eating or not, buying fuel for the vehicle or not, or even paying the ever-growing power bill or not.
Care.com, and many other subscription sites, also run revenue ads on the side bars as well as have various sponsors for even more revenue. It comes down to the mentality of the haves and the have-nots. Those who already have the discretionary funds, or rather the discretionary credit, and those who do not. The do-nots group is growing more and more every month. Unless you are ready to commit to a lifestyle of “debt first, living second”, you are considered one of the lower-end citizens. If you are struggling with debt and survival, you are considered a lower-end citizen. Marketing doesn’t want lower-end citizens. Marketing only wants those with discretionary credit. Bait and switch is their primary White Lie tactic.
I loathe most marketing because of this White Lie approach. It’s misleading. Telling an incomplete truth to trick you into spending funds that you may not have just to line the pockets of the classic middle-man, a facilitator. How do you feel about the White Lie approach?