In or­der to make an ar­gu­ment with in­tel­lec­tu­al hon­esty, we need to be able to make the op­po­site ar­gu­ment as well: why should­n’t we use on­line mar­ket­ing tech­niques?

I mean, neg­a­tive on­line mar­ket­ing is soooo ef­fec­tive — we should want to use it! It helps us achieve our goals!

The first rea­son to not to use it is, the moral hes­i­ta­tions. We don’t want to be bad peo­ple.

My re­sponse to that is: then fol­low our strat­e­gy, and on­ly use the truth. You don’t need to lie or in­vent things; you just need to bring a mi­cro­phone to the bad that’s al­ready there.

As long as we main­tain our in­tegri­ty and hon­esty, there is no moral is­sue!

The oth­er rea­son to not do it is, to con­sid­er the ef­fec­tive­ness of it. If it does­n’t work — then don’t do it.

SO when does it work, and when does it not work?

In short, neg­a­tive on­line mar­ket­ing works very well when you have a spe­cif­ic tar­get. When there is an en­e­my you’re try­ing to take down! Then it is fan­tas­tic. But when it’s not fo­cused, it will like­ly fail.

So the key here is, fo­cus fo­cus fo­cus.