We’ve spent years us­ing neg­a­tive on­line mar­ket­ing tech­niques against our clien­t’s com­peti­tors. It’s sport for us.

But now, we’re in a new — and very very in­ter­est­ing — sit­u­a­tion. A for­mer client of ours, for whom we did very very hard work that (con­sid­er­ing the short du­ra­tion) was phe­nom­e­nal­ly suc­cess­ful, re­fus­es to pay us for our work. De­spite our ob­scene­ly rea­son­able price; de­spite the con­tract; de­spite all the ev­i­dence of how awe­some of a job we did. The cause of end­ing the work re­la­tion­ship is, they got a new ac­coun­tant, who said they can’t af­ford us–which is find and rea­son­able, so long as they pay us for past work!

(Les­son #1: when you look up this guy’s Yelp, al­most all of the re­view are neg­a­tive. At first, we saw this as ev­i­dence that we have a lot of work to do, a good chal­lenge to over­come. But now I re­al­ize, he just rips every­one off! There­fore, judge care­ful­ly every­one’s Yelp re­views — and use it to help de­cide what pro­fes­sion­al clients to take on.)

SO now, we’re faced with a sit­u­a­tion where we need to un­leash our on­line neg­a­tive mar­ket­ing might against him, to get him to pay.

This is in­ter­est­ing be­cause, we know we know all the in­side dirt so this gives us an im­me­di­ate ad­van­tage.

Not to men­tion, one of our mar­keters, who spe­cial­izes in our so­cial me­dia on­line neg­a­tive mar­ket­ing tech­niques, has some time be­fore our next project starts — so this is what he will fo­cus on.

Les­son #2: we’re al­so ini­ti­at­ing le­gal ac­tion. Yes, it’s that se­ri­ous! But here’s the in­ter­est­ing thing: on­line neg­a­tive mar­ket­ing is MUCH more ef­fec­tive than le­gal ac­tion. Le­gal ac­tion takes years, it takes hir­ing ex­pen­sive lawyers, maybe they’ll win on tech­ni­cal­i­ties.

BUT… if we just flood the in­ter­net with hor­ri­ble things about them — and lit­er­al­ly, flood it, just get­ting out sooooo much about the shit they do, over and over and over, on hun­dreds of sites and links — then there is no pos­si­ble way they can fight it. Case closed :)

Con­clu­sion: we nev­er cause prob­lems with any­one… ex­cept if you cause a prob­lem with us, first.