This short YouTube monologue by Chase Fisher advises marketers to deliberately use strong emotions—notably guilt—to increase sales. Fisher gives concrete examples (fitness coaching pitches, TikTok shop videos), frames emotional manipulation as effective and justifiable when helping customers, and emphasizes that content must evoke emotion to succeed.
Chapters
The most powerful ways to sell literally anything is to make people feel bad. And I know it sounds unethical, but if you can make someone feel guilty, you can get them to pretty much do anything. And I don't mean to use this unethically. Right. But let's say, for example, you're selling a fitness coaching program and you say something like, imagine how much you've already missed out on by being fat. Imagine how much you've missed out on at the beach by not being able to get girls, by not feeling good. All these business opportunities because you don't feel confident, you don't feel successful. And they start to feel guilt because they haven't bought whatever you bought and you're using this to help them. This is a beneficial thing. It's not a unhealthy, unethical thing. If you can make people feel any type of emotion via your content, via your sales process, this changes everything. Make somebody feel an emotion or your content has literally no chance. Make someone feel an emotion. Go viral. Make someone feel emotion. Collect cash, whatever it is. TikTok shop videos. It does not matter. Emotions equal money.