The Anti-Scam Scam

I once set up a Shopify store based around the sport of running and orienteering. I was selling a product I’d sourced from AliExpress—a waistband that held your race number in place, no more fumbling with safety pins.

I used the product myself and genuinely liked it.I bought some Facebook ads and, to my surprise, actually sold a few bands. But what surprised me even more than making sales were the comments I got from people:

“No one’s going to buy this, you scammer.”“I could buy that cheaper directly.”“Why are you selling Chinese junk?”

It hit me harder than I expected. I tried explaining—this wasn’t junk, I used it, it worked, and no one was forcing anyone to buy from me.

What I’ve realised since is that my reaction—feeling personally attacked, like my integrity was being dragged through the mud—is typical for people of my generation when stepping into the online world.

Just Because It’s Online (or Digital) Doesn’t Mean It’s a Scam

If you’re over 50 and uneasy about marketing on social media, you’re not alone.Many of us instinctively see it as “scammy”—like some kind of get-rich-quick scheme.

But what if that discomfort is actually holding you back from growth, connection, and impact?

Using social media to promote your brand (you)—and by extension, a product or service—could be a powerful way to start a new career, business, or life pivot.

The Generation Gap in Perception

Younger generations don’t see social media marketing as dishonest. For them, it’s just a natural extension of connection.For many over 50, though, it feels forced or inauthentic.

Why? Because younger people grew up sharing their lives online. Meanwhile, we tend to curate our presence more carefully.

This difference makes the idea of promoting yourself online feel like a betrayal of authenticity. It feels scammy—because it feels unnatural.

From Selling to Service

The mindset shift that changes everything? Stop thinking about selling. Start thinking about serving.

If you show up to serve, social media becomes much easier to navigate. Not everyone will like you—and that’s fine. Your job is to genuinely help the people who choose to engage with you.

“Be Yourself. Everybody Else Is Taken.”

(Maybe Oscar Wilde… maybe not.)

The real danger online? Pretending to be someone you’re not.

It’s easy to fall into the comparison trap. You scroll, you compare, you start feeling like you need to be a Crypto Bro, Bikini Show, or Lambo Liar.

Unless you are, of course—in which case, carry on. You do you.

Examples of Authentic Service on Social Media

A couple of great examples of people who’ve built amazing audiences by focusing on service while promoting themselves online:

Rich Roll

Vegan ultra-endurance athlete, bestselling author, and host of The Rich Roll Podcast.A former lawyer who transformed his life through plant-based living and endurance sports. Rich has a massively engaged audience due to his sense of service and authenticity.

• Website: richroll.com

• Instagram: @richroll

• Twitter/X: @richroll

• Facebook: Rich Roll

Mel Robbins

Motivational speaker, bestselling author, and host of The Mel Robbins Podcast. Known for The 5 Second Rule and The Let Them Theory, she shares practical tools for mindset, confidence, and action. Mel is everywhere on social media just being herself.

• Website: melrobbins.com

• Instagram: @melrobbins

• Twitter/X: @melrobbins

• Facebook: Mel Robbins

Why It’s Even Worth Trying

Social media is hands down the most cost-effective way to reach people you want to connect with.

Once upon a time, you needed a big budget for TV, radio, or newspaper ads. Today, you can build a community around your ideas, values, and convictions—without needing permission or deep pockets.

And no—this isn’t about “personal branding” in the cringey influencer way. It’s about showing up, sharing what you believe, and finding your tribe.

Here’s How to Social

1. Start Small Share something you care about. Doesn’t have to be perfect—just authentic. (The first post is the hardest.)

2. Engage—Don’t Broadcast Respond to comments, ask questions, and start conversations.

3. Focus on Value Always think: How can this help, entertain, or inspire someone?

4. Be Consistent The more you show up, the easier it gets.

5. Ignore the Haters Not everyone will love what you do—and that’s perfectly okay.Focus on the people who do.

Thanks for reading—and remember:

The first step is always the hardest. But with time, consistency, and a commitment to authenticity, you’ll find your rhythm—and maybe even your next big opportunity.

And hey, It’s not too faarking late.