Cry Me a River
This Week:
Sympathy as a Strategy
How to Tell Your Origin Story
The One Thing
Before We Go…
1. The Rise—and Risk—of “Pity Marketing”
If you’re on TikTok or watching Reels on Instagram or Facebook, you’ve likely seen it. A lonely restaurant with empty tables. A book signing with no line. A warehouse full of unsold products. The voiceover is emotional and tugs at your heartstrings: “We’re really struggling—can you help?”
This is pity marketing, which can also be called “sympathy marketing” or perhaps more accurately, “emotional blackmail.”
Pity marketing isn’t new, but its popularity has exploded in recent years thanks to Reels and TikTok videos and algorithms that reward emotional, clickbait content. For those who use it, the pitch isn’t “buy this because it’s great,” but “buy this because I’m hurting.”
Let’s be clear: we’re not talking about the genuinely struggling entrepreneur who posts an honest video asking for help. And we’re definitely not talking about someone’s nephew posting a heartfelt video to drum up business for his aunt’s struggling bakery. That kind of community-driven support is real, important, and often inspiring. It can also help business owners who just haven’t quite figured out how to talk about their excellent product or service get something going.
What we’re talking about is the rise of manufactured hardship. Where creators, influencers, or even businesses paint a picture of despair—not because they’re struggling, but because they know it gets clicks. It’s less about connection and more about conversion.
2. ICYMI: Telling Your Origin Story
How do you build a foundation for a lasting brand story rather than quick-hit strategies that won’t serve you in the long run?
Documenting your organization’s history – your origin story – is a powerful tool for strategic planning and communications.
Here’s how to craft a brand origin story that you can lean on again and again.
3. The One Thing
Each week, we’ll share one task that takes about five minutes to complete and can make an impact on your communications strategy.
Our task this week is a practical – but important – one.
Your Task This Week: Double-check your online accounts. Are there any old employees listed who need their access revoked? Do you need to update your passwords?
4. Before We Go…
From PR Daily: Feeling bad about that time you had a typo in an email that went out? Don’t. These communications pros share the worst mistakes they’ve made in the biz. (Not tht we cn relate.)
From the New York Times: A judge ruled that Google is a monopolist in online advertising tech.
From The Independent: Chinese factories are flooding TikTok with videos urging Americans to buy from them directly to undercut sweeping tariffs. They offer buyers the chance to purchase from factories in China that claim to produce goods for high-end brands like Lululemon and Louis Vuitton, and for a fraction of the price.
Take pity on us — forward The EO Report to your favorite marketing friends.