Why some brands look scammy and how to avoid it

Recently, I came across an ad for a very cute and very distinct shirt on Temu. Without knowing much about Temu but having heard the name float around for a bit, I already had some suspicions. But seeing as I couldn't find this shirt on any other platform, I decided to take the leap of faith and just see what would happen if I made an order--for science. To my surprise, my order processed as expected, the package came on time, and the product was exactly as described.

This experience got me thinking about what makes a brand look "scammy" so to speak and how we--as consumers and marketers--distinguish between what communicates trustworthy versus what communicates questionable.

Using Temu as an example, I've identified and noted key aspects about the experience that contributed to the overall feeling of discomfort and uncertainty around the brand.

Too-good-to-be-true promises or deals

If the prices seem too low for what they should be or the deals feel too good to be true, consumers are immediately going to start wondering what the catch is. They know you're a company that needs profit to run, so if the deals seem to put you at a deficit, that's going to make people question.

I mean, in what world do you only need to pay $42.97 to get $300?

Constant sales

Similarly, having every item constantly on sale, and often on steep discount will look strange to consumers. Are you having trouble selling through? Are the original prices even reflective of what the price should be? Are the slashed prices even reflective of the value?

Asking consumers to spam others

To get some of the deals that Temu offers, they ask you to share with your friends and only if a certain number of people download the app can you then reap the rewards of some of the aforementioned too-good-to-be-true deals.

Asking consumers to erode their own networks in order to get promised deals feels too much like a carrot on a stick. When brands do a great job with their offerings, they don't need to push you to share; the word of mouth should spread on its own. Which brings me to...

Too much urgency and pushiness

The app is anything but quiet. There is almost always some sort of a push for you to take action on something. In the case below, it was to act within the next 10 minutes for a deal to be honored.

I get it. A sense of urgency is indeed a common marketing tactic to get consumers to act (normally, to avoid abandoning their carts before checkout and encourage impulse purchasing). But there is a fine line to toe here and this level of pushiness comes off as way too forward. For consumers, a brand becomes a red flag when multiple pressure tactics like aggressive upselling and urgent calls to action are the norm.

Tons of popups

I've already lost count of how many popups I've encountered in a single session spent on Temu's app. The first thing to show up when you open the app is, in fact, a popup with a wheel spin... that has a 100% win rate. (Someone say too good to be true?)

Once you're past the first one, it's popup after popup. There's lots of flashing and over-the-top animations. And they're impossible to get rid of! You often can't even opt out of the popups by clicking the "x" exit button.

You know what else loves to use popups that are hard to get rid of? Viruses.

So of course when a website starts to look oddly similar to what a virus-infected website would look like, people might get a knee jerk reaction to run in the other direction.

Spelling/grammar errors

Lastly--but very importantly--spelling errors and casual mistakes are one of the first things to signal "scam" to consumers. These types of errors can make consumers question the brand's legitimacy and seriousness. It also gives the impression that the brand lacks attention to detail in its products or services, and thus make consumers question the quality.

In retrospect, I'm still surprised I made the order after encountering so many of what would be considered red flags for a scam. Yet despite looking incredibly scammy, Temu actually delivered.

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So what can brands do to actually ensure they are signaling they are legit and reliable?

Build trust

Building trust with your audience starts with a foundation of honesty and ethical behavior. Brands that are transparent about their practices, pricing, and policies tend to earn more trust from their customers. This means being upfront about what you can deliver and acknowledging any limitations. This level of honesty sets the stage for a long-lasting, trustworthy relationship.

Keeping promises is another critical factor in establishing reliability. When a brand makes a commitment—be it a delivery date, a product feature, or a customer service response time—it's imperative that they follow through. Meeting or exceeding customer expectations consistently reinforces the perception that your brand is dependable and credible.

Building trust with your audience also involves consciously removing practices often associated with suspicious or scammy sites, such as excessive popups and aggressive pressure tactics. Reliable brands understand that a seamless, user-friendly experience is essential for fostering trust.

Trust is hard to build and a lot easier to destroy but it's worth the effort in knowing that your customers can count on you.

Authenticity

Authenticity is a cornerstone of building a trustworthy and reliable brand. Authentic brands are those that stay true to their values, mission, and identity. Authenticity involves centering around your brand’s story and ethos and ensuring that every piece of communication, marketing material, customer interaction, and action reflects these core values.

Customer-centricity

Put the needs of your consumers at the forefront of business decisions. This involves actively listening to customer feedback, understanding their pain points, and making continuous improvements to deliver value. Brands that prioritize customer-centric practices create genuinely good experiences for their customers and drive high satisfaction. This creates a deeper emotional connection and loyalty to the brand because customers feel understood, prioritized, and heard.

Strong brand identity

Your brand and its design are a reflection of your company, what it stands for, and how it speaks to its consumers. A clean look speaks to the care you've put into your brand. A well-designed logo, a cohesive color scheme, and an uncluttered, easy-to-navigate website and app are not just aesthetically pleasing but also signal to consumers that you are serious about your business. The way your brand shows up reflects the attention to detail and commitment to quality, both of which are crucial for earning trust.

Your brand should also clearly communicate its unique benefit to consumers. A compelling value proposition is like a promise to your consumers, outlining not just what you offer, but why it matters to them. Your brand should reflect how you uniquely understand your consumers, and forge to create a strong relationship with them.

Quality

Consistently delivering high-quality products or services shows people that you are committed to excellence and value their satisfaction. When customers receive products or services that live up to or exceed their expectations, they are more likely to trust your brand, return for repeat purchases, and recommend you to others.

Emotional connection

Brands that achieve an emotional connection with people correlate with deep loyalty and create a bond that goes beyond transactional relationships. When consumers feel emotionally connected to a brand, they see it as more than just a provider of products or services; it becomes a part of their identity and lifestyle. This connection is created through shared values, compelling storytelling, and creating experiences that resonate with customers. By focusing on creating meaningful emotional connections, you ensure that your brand stands out, resonates deeply with your audience, and fosters enduring trust and loyalty.

It's crucial for brands to be vigilant about practices that might make them appear scammy. As we explored through my experience with Temu, even brands that ultimately do deliver can come off as incredibly questionable because of practices that they employ. To avoid that, brands should focus on embodying honesty, ethics, and consistency. By centering their strategies around principles that create trust and reliability, brands can not only avoid the pitfalls that erode trust but also build a loyal and engaged customer base that stands behind them.

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