01/19/2026
When Marketing Replaces Emotional Work – and People Pay the Price
In recent years, marketing has become an emotional language.
Not just strategy, not just numbers – but words that touch identity, fears, courage, and self-worth.
It sounds strong, empowering, convincing.
And sometimes – it is also misleading.
Today, there is marketing based on reverse psychology:
pushing people to make “bold” decisions
before examining the deeper reasons why they are stuck in the first place.
Like putting a bandage on a deep wound –
for a moment there is relief, but the problem itself remains.
Jacob’s Story
Jacob is a talented business owner.
He started from scratch, worked hard, and progressed well.
Then came the setbacks: COVID-19, market fluctuations, global economic instability.
But his marketer presented a different story.
According to her, “It’s not the market, not the circumstances.”
She spoke about “courage in business” –
not as grand statements, but as a quiet and precise action.
A precision that is applied even when the heart races,
when the mind is full of confusion and question marks.
She encouraged him to choose a direction when there was no map,
to price correctly even when afraid people would say “too expensive,”
to stop trying to please everyone and start being true to himself.
To let go of what is familiar to make room for what is truly right –
even if it is uncomfortable.
The messages were strong, emotionally connected:
full responsibility, visibility, leadership, commitment.
“Do not blame the market, the clients, or the circumstances.”
Every result is feedback,
and every feedback is an opportunity for growth.
It sounds very convincing.
But there was something left unsaid.
It wasn’t mentioned that the habits he grew up with –
fear of failure, procrastination, need for validation, people-pleasing,
difficulty being in uncertainty –
are a central part of what repeatedly holds him back.
It also wasn’t mentioned that external reality truly has an impact.
The stock market, COVID-19, and global crises carry real weight.
Denying this does not always indicate courage – sometimes it is simply disconnection.
And when there is no deep emotional work,
no matter how much is paid,
no matter how “brave” one tries to be –
the blocks return,
and the stress only increases.
Dana’s Story
Dana started a business.
At first, it went quite well.
Then a marketer convinced her that what she was doing was a mistake,
and that he could bring her much greater financial success.
She believed him,
and invested more and more.
In hindsight, like Jacob,
and like many others I have encountered over the years –
there was a clear common denominator:
The money invested in marketing courses, mentorship, and strategies
was taken from the space where a real internal process needed to occur.
A process of observing patterns learned at home.
Habits that lead to self-sabotage.
The belief that “if I just take one more right step – everything will work out.”
And it didn’t work out.
Marketing as a Tool – Not a Substitute
Marketing can be an important tool.
But it is not a substitute for internal work.
When reverse psychology is used to push people to action,
without asking whether they are emotionally capable of bearing the cost,
the result is not growth –
but more pressure, more guilt, more anxiety.
Not every failure stems from lack of courage.
Not every stagnation is a strategy problem.
And not everyone who is not “progressing”
needs to pay more to prove their commitment.
Sometimes, the truly brave thing
is to stop.
To understand what drives us.
And to choose to address the root –
before trying another method.
In Conclusion
This article is not written to blame marketers,
but to remind people to do the right thing in order to reach a solution.
It is written out of a desire to awaken and recognize the need for internal work.
And to prevent a situation where people throw all their money
at pretty words and flashy strategies,
when what they truly need
is inner stability, deep understanding, and honest reflection –
and only then to seek the help of professional marketers.
Because without this –
no marketing lasts in the long term.
Doreen Cohanim
Writer and observer of emotional and business processes
(out of a desire to prevent mistakes – not to market marketing services)
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