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[aesethewitch]

Advertisement Adversaries #2: "Gender Swap Spell"

Hello, and welcome to the second installment of Advertisement Adversaries! This series aims to dissect unethical, unfair, deceptive, and just plain Not Good sales strategies found in the witchcraft community. We also cover legitimate sellers to highlight good marketing, listings, and business practices! The goal is to improve the legit witches' businesses and educate folks on scams, grifts, and marketing manipulations.

You can read more about this project here (Tumblr) or here (my website). You can also read this post on Ko-Fi or a better-formatted version on my website. (Note: Some images just wouldn't upload to Ko-Fi for some reason, so I strongly recommend using the website!)

Each entry covers one listing from a seller's catalogue. I score the listing on a scale of one to five in six categories: Clarity, Transparency, Presence, Genuineness, Verifiability, and Morality. Legitimate sellers get an extra category of Attractiveness/Advice for Improvement.

Please Note: I had so many screenshots for this listing, I've had to cut out a handful because of Tumblr's image limit. To see ALL of the images I captured, please pop over to my website for the full experience.

Now, let's have a look at today's entry into this series:

Advertisement Details

Who is the advertiser -- or who do they claim to be? Who is their apparent primary audience? What are they selling? What's their tone? What's the vibe? What are the first impressions?

Spell scams on Etsy are a dime a dozen. This one I've chosen has just about everything a scam boogeyman like me could possibly want. But let's start right from the top, shall we?

Now, this is a total scam, so we're naming and shaming, but I have another reason for naming this one. (Note that all other names, such as reviewer names, have been redacted from screenshots or otherwise omitted for their privacy.)

This listing comes from an Etsy shop called "MariahSpells." They last updated their shop announcements on September 6, 2024. The listing we're focusing on is one for a "Gender Swap Spell." Yeah, that's right, I'm fucking going there.

A lot of Etsy spells targeting trans people look like this. Many of them make it seem like it's a spell for a physical transformation, but really, you're getting an ~emotional transformation~ to help you along your ~spiritual journey~ and make you ~feel things~. But again, they market like it's a physical change and then pull this to prevent complaints or required refunds.

Not so with MariahSpells! No, no! This spell is going to change you physically. No HRT required. You want a dick? Envision it. Write it out. They're gonna make that happen for you. Let's fucking go.

God, I wish it worked that way.

No frills, no bullshit, and a 100% success guarantee. This Ancient and Powerful Spell is going to Fix You. No refunds.

Normally, I have to make an educated assumption about who these scams are targeting. But MariahSpells is doing my work for me:

Specifically and deliberately targeting vulnerable trans people who are desperate for a change. Nice. Note also the emphasis on "opposite sex" throughout this listing. We love erasing intersex and non-binary people, don't we?

But I can really see a depressed, desperate trans person buying this spell. And someone did.

Fucking tragic. This review was put up after I decided to cover this listing but before I started working on this. Someone bought this, perhaps because they can't access HRT safely where they are or because they want quicker results from their transition. I don't know for sure, but that's the kind of person this listing (and listings like this one) are targeting.

This shop, according to the main page, has received over 2,000 sales since it opened. Two thousand sales. Most of the other services in this shop aren't as exorbitantly priced as this one, but many of them are. One is, I shit you not, seven hundred dollars. ON SALE. To become a vampire -- yes, a real one, immortal and all. (But don't worry, that listing says you won't incur bad karma for it. Yippee!)

And that's all just on the surface. Let's do a smidge of digging.

Based on the shop name, you'd think that the seller's name is Mariah. But in their listing, all the way at the bottom in the "waxing poetic about themselves" section, we see this:

Why would your shop be MariahSpells if your name is Sayran? Now, I thought this was odd until I found a particular review with a link to a different Etsy shop that appears to have been forcibly shut down -- with the same qualifications listed in the description.

So, this isn't this person's name, and they've reopened a shop despite being shut down on another... which also wasn't their actual name. It makes me wonder how many times this person has done this, and whether they have other shopfronts they're running at the same time. Classic scam behavior: Change shop names after being reported/marked as a scam/taken down and keep on selling the same empty promises.

Admittedly, I'm not super familiar with Syriac magic or its traditions, so I'm staying away from commenting on that. If anyone reading this knows anything about it and is willing to dig into it, please let me know in the replies/reblogs or tag me in a separate post - if you've got the details, I want to read them! I did a little reading, but I had to put it down to focus on the rest of this review.

However, even without knowing about Syriac magic, I can't confirm anything about this person's practice or even their existence, because they have no social media. There are no links on the shop page, in the about section, or elsewhere. Even a wider search (using the current shop name, the prior shop name, and both listed seller names) brings up nothing. This seller doesn't exist outside this shop. Red fucking flag.

The overall tone of this listing is superior. It takes swipes at "fake wizards" and "everyone presenting themselves as a witch" in order to make this particular seller appear more legitimate.

The seller also takes time to shit on other listings that rely on the buyer's "positive thinking" to make their magic work -- or, really, to blame the buyer for spells not working.

I agree with them that it's scummy to blame the buyer and use their "negativity" as a scapegoat. Hilarious to see it on such a blatant scam.

Now, let's take a second to talk about the price and this sale that's going on. I took almost all of these screenshots on February 18, 2025 (others had to be redone due to formatting issues or because I forgot to grab a couple). I'm doing a first draft on the 19th, and as of literally right now as I'm typing this, the sale has about an hour and fifteen minutes left. I'm keeping an eye on it.

This is an exorbitant price for a service where your only verification is a photo which can easily be fabricated. You can't verify the services via reviews, either, because all of the reviews for spell services are premature ones giving five stars before any results are even given. (And for another reason, which I'll talk about later!)

This is now me, a couple hours later, returning to the listing. Lo and behold:

The sale is still on. It's still 50% off. But hey, it still has that "biggest markdown" banner on it. That's strange... a glitch, maybe?

Nope. Check the prices. The seller knocked a couple cents off the original price to make the sale price the "new lowest in 60 days." They're artificially forcing that message to keep up the sale hype. It's why the price is such a strange amount; they've been doing this since at least October 2024, maybe longer.

This isn't something you'd notice unless you were obsessively checking on it... like me. Gotcha, bitch.

Overall, the impression is fuckin' bad. Obviously. Between the bootleg Sims AI generated listing picture, the putting-down of other sellers, the product description, and the "sale" rug-pull, this listing is an incredible, pristine example of an Etsy Spell Scam.

Let's talk nitty-gritty.

Clarity

How clear is the language? Does it use a bunch of obscure terms or talk in circles? Is it obvious what the buyer will receive based on this listing alone?

I mean, it's pretty obvious what you're getting on the surface. It's a spell that's going to cause a physical transformation to you based on your specifications vis a vis gender transition.

But here's the thing: You don't actually know what's happening. What kind of spell is this? What ritual is being done? What concern is there for the buyer? It says this spell is permanent, but what does that mean? Does that mean it can't be undone at all? And if that's the case, how is this spell being bound to the buyer?

The seller says they're a Syriac magician, but that's a pretty niche tradition. The average person isn't going to know anything about it. You'd think they would take the opportunity to play up the exotic, exclusive nature of their magic by explaining a little more about the spell or ritual... but that would require there to be an actual spell happening, wouldn't it?

This listing is constantly talking in circles about how great the spell is and how powerful the magic is and how the effects are worth the price. But note that it doesn't detail what effects you're going to see. Note, again, that it's just repeating the same shit over and over and over again: "it's gonna work, I'm gonna do the spell for you, it's super powerful, you want this spell, it's gonna work..."

The only proof you're going to get of this spell happening is a photo, and only if you demand one. Based on reviews, buyers apparently get a short blurb stating that the spell has been done and the picture. Immediately after purchase, you get a JPG thank you message to download. You get the rest later.

My issue with "photo proof" of spells is that they can easily be faked. They can be stolen from the internet. They can be a set of photos that are being reused over and over again for different buyers. They can be real... but the setup may not be a true spell. It would be pretty easy to light some candles and draw a circle and take a picture to claim it's a spell when it's just... candles and a doodle. You know? Clarity for this listing gets a 1/5. It gets a singular point for saying what the spell is for and generally what it's intended to do, but most of the listing is sucking their own Very Ancient And Powerful dick instead of giving actual details about the spell.

Transparency

Is the seller honest about their refund/returns policy? Is it obvious where materials are being sourced? Is the seller being honest and clear about their credentials and/or qualifications?

On the surface, this seller is upfront about their refunds policy. As in, they don't do refunds. Their policy and other disclaimers are clearly stated at the bottom of the listing.

Standard stuff overall. We love to see a 100% guarantee followed up by "but I'm not responsible if it doesn't work." It's required, yes, but it's still funny. Also incredible to have a disclaimer about not providing medical advice on a listing about, y'know, a medical thing. (They also have a weight loss spell. Take that as you will.) The swap to "we" in the disclaimers is a little strange. It strikes me as something they've copied from another seller's listings or a different source and then edited to their liking.

As for materials, I have no idea where they're getting their stuff. They say that they use only the highest quality materials, but who knows?

We don't know what materials are being used in this spell, so there's no way to fact check this. This is on purpose.

And, once again, there's absolutely no way to verify this person's credentials. I can't even verify that they're a real person who practices magic! So, I can't say one way or the other if they're telling the truth.

It really seems like their refunds policy and general disclaimers are the only verifiably transparent things here, huh? That's worth a point, probably...

Except it isn't. I took a couple hours to read through every single review this shop has ever received, because I was curious. I found a couple strange things that I'll talk about further along in this review, but right now, I want to focus on this:

(For more examples, please see the version of this post on my website.)

Well, well, well. If it isn't my favorite grifter behavior, the old-fashioned bribe for better reviews. What this seller has done is offer refunds, exchanges, or other services in order to convince low-star reviewers to change their ratings. And it seems that at least a handful of people have taken them up on this offer. These folks have said that this is what happened, as you can see. I can't help but wonder how many of these other five-star reviews are fake, now, too.

Peeking at the listings those reviews are from, their prices are significantly lower than this listing we're focusing on. But you can imagine the draw of getting a $200 refund when you realize you've been scammed, right? Wouldn't you update your review to get that much money back? I would be tempted, I'm not gonna lie.

Then again, I'd probably update it again once I had my money back to be as close to zero stars as possible. Because fuck this behavior.

Transparency gets a solid fuck-you 0/5. They're actively lying about not providing refunds to cover their ass and bribe unsatisfied customers while hiding their identity and details of the spell.

Presence

Is the seller present anywhere other than their shop? Do they share anything about their process, method, or practice anywhere? Are they actually part of a community, or are they just selling something?

As mentioned way up above, I did a lot of digging. This seller has no social media that I can find. My guess is, because this is a scam shopfront using an alias, that I'm not meant to be able to find them anywhere else. Because they don't exist. This is a scam attempting to get as much money from you as possible before Etsy finds them again and shuts it down. They're not part of any community.

Also, interestingly, while I was trying to find anything about this shop, I found a couple Reddit threads that had been deleted talking about the shop. I couldn't recover any of the contents of those threads, unfortunately. Shame. It is interesting, though, that all of them were scrubbed. No idea if there's something bigger going on there or if it's just a coincidence. But it's interesting.

I found something else really interesting while combing through all of those reviews. There's a period from roughly February 2024 to August 2024 where this seller received a ton of one-star reviews in a row. All of them say that they never heard from the seller and never received their services.

The most recent of these one-star reviews is this one, followed by the reply left by the seller:

I can neither confirm nor deny the tragedy of this, because again, they have no other presence, and no lasting messages available other than the complaint reviews on the shop. And yet, I'm inclined to believe that this is at least somewhat true. Something happened in this seller's life that caused them to abandon this shop for several months. They'd been making steady sales before this with really positive reviews.

But Etsy has a vacation mode. Sellers can temporarily suspend their shops in the event of vacation, emergency, illness, or whatever else. Why didn't this person use this feature? It could be because of the "star seller" thing, since that's assessed on a three month cycle, and if a shop isn't active at all during the grading period, it'll lose star status. But neglecting the shop for seven months does the same thing! What the hell??

I'm uncertain if these people got refunds. According to the seller's review reply shown above, they apparently reached out to everyone who ordered from them. One person came back to amend their review to be five stars, stating that they spoke to the shop owner and giving their condolences.

One thing I'm certain of, though, is that this sale thing is surely a result of that low period. The shop's seemingly genuine and astroturf-like reviews resume around September/October 2024, and I know that these sales were going on then because of a review talking about "taking your $30 elsewhere." That's the approximate price of the service they bought.

So, either this "sale" tactic has been happening for a long time, or it's a newer scheme to boost the shop back up to where it was previously. I imagine the seller was desperate to get back to their five-star status after all those nasty reviews. No wonder they're bribing for stars and burying those negative reviews under mountains of premature and potentially false praise. Even if it's because of a genuine tragedy, this is gross behavior.

Presence gets an obvious 0/5. Even off-site reviews are non-existent.

Genuineness

Are listing photos genuine? Are any images AI, or is any copy written by an AI? Is this a real person selling something, or is this a bot account?

So, this listing has a bunch of images attached to it. The first one, the one you see in the Etsy search, is AI generated. Take a close look at it and note the blur on the earrings and the frames of the glasses melding into the eye/eyebrow shapes on the right.

Two of the images provided are collages of five-star reviews. I'm ignoring these, because I think it's gauche to do this when you're a legit seller. Doing it when you're a full-blown scammer is just ridiculous.

The rest of the images in this listing seem real, though! They're real pictures. What a refreshing and reassuring thing that is. (Very heavy sarcasm.)

I have three problems with these images, listed here in order from least to most bothersome.

First, these images don't really... match the spell at all. A couple seem like spells to bind two people together, like the ones with the figurine candles and the two poppets tied together. The others are generic spell circles.

My second issue is that every single spell listing in this shop has the same exact images. It quickly becomes obvious why they don't match the spell in question -- they're being reused again and again because they're eye-catching! The average consumer isn't going to be combing through every single listing, they're using the search bar to find specific spells and clicking the one(s) that catch their eye.

The third issue is that every single one of these images is stolen. Several are images that have been commonly reposted for the past decade (like the voodoo doll one). But a couple of these are kind of strange. Take this one, for example:

This image, as far as I can tell, comes from this article, which is about Syriac magic. It is, if Firefox's translate feature is to be trusted, a beginner-level article about Syriac magic. The image in the listing is the same one found on this article, just zoomed in and with a weird lightning filter overtop. This makes me wonder if this seller searched "syriac magic ritual picture" or something similar to get this image. I tried a couple ways, but this is a niche website in Turkish, so I'm not surprised I couldn't get it to populate in my search results.

Let's see this one also, since it's similarly stolen:

This one seems like it might be from this website, which is a French psychic's personal website advertising various spell services. I'm not 100% certain about this image's origins, but this one made the most sense out of the options.

A common thread between all of these images is that they were, at one point or another, reposted to Facebook. All of them, even the obscure one from the Turkish website. Not sure what exactly that means, but it is a pattern.

Well, with that reveal out of the way, let's go ahead and give Genuineness a score of 0/5. Not a single thing here is legitimate or genuine.

Verifiability

Is it obvious how a buyer will know their service is completed? Is it possible for the buyer to know? Are there any reviews verifying the quality/existence of the products or services? Are there negative reviews available?

All of the spells being provided, this one included, are "service only." That means you don't get a physical item, which means there's no tangible proof of service. You get a photo, as previously mentioned, and a reportedly brief summary of the spell's completion. I've already stated my issues with this, since there's no way to be certain that the service was done with just a short summary and an easily-faked photo.

Almost all of the reviews in this shop, and the one review on this particular listing, are positive. There are a sprinkling of negative reviews from 2024 complaining about not receiving what they paid for, a lack of detail in communication, and lack of results. The majority of reviews mention quick, attentive communication and fast turnaround for service completion.

And most of the reviews are premature. Nearly every single one of these reviews was left before the customer could see results, and most of them admit it.

I have two big problems with this. The first is that scammers like this will ask for positive reviews immediately, even when the supposed results might take months to manifest. The second is that a lot of these reviews come from the same person, all saying roughly the same thing about different services, all on the same day. It is possible that these are genuine, but it wouldn't be out of the realm of possibility to call this astroturfing. Plus, with the proof of the seller bribing reviewers for refunds/other services, this reeks of falsified reviews.

So you can't trust the images, you can't trust the positive reviews, and you can't even tell if the seller is a real person. To me, that's textbook scam material. This seller gets 0/5 for Verifiability.

Morality

Are they offering services related to health, mental health, legal services, or other dubious subjects? Are they knowingly targeting a vulnerable audience using buzzwords and inflammatory language? Is the listing sharing misinformation or encouraging belief in conspiracy theories? Does the listing contain debunkable information? Does the listing participate in bigotry, cultural appropriation, bioessentialism, or anything of that nature?

I would like to fistfight this seller behind a Walmart.

Targeting vulnerable populations with impossible magical results and charging hundreds of dollars for empty promises is deplorable. It's disgusting. The intense "BUY NOW!!!" language coupled with sales that go on seemingly forever while being teased as "limited time" just compounds the scummy nature of this listing.

Not to mention the blatant erasure of intersex people and non-binary identities! "Opposite sex," my fucking foot. Obvious scam aside, if you don't know enough about trans people and the biology of gender to realize that it's more complex than one or the other, you're not qualified to cast spells like this.

This is a scam, plain and simple. It's designed to catch the eye of someone desperate enough to take a chance on wasting over a hundred dollars on the body of their dreams. They are continually adjusting the prices and renewing the sale to keep the urgency of "this BIGGEST SALE EVER is going to end soon!!!" going as long as possible. It's a scam.

Fuck you, Sayran/MariahSpells/whoever the hell you are. Morality is an extremely obvious 0/5.

Average Score & Summary

The average of all six scores comes to a whopping 0.2/5 (rounded up). I'm not surprised. With five zeroes and a single one on the board, this scam really does have everything.

I went into this review knowing that this was going to be a bad one. I wanted to cover this one specifically because it has all the hallmarks of an obvious scam. Because we can look at this and go, "Well, who the hell would fall for this? It's so obvious that this is bullshit, isn't it?"

But people do fall for it. People fall for it all the time. I went to the listing to copy some text for alt text descriptions on February 25, 2025, and saw this:

Another sale and another review, so the listing must be gone now, right? Only one left, and all that. Nope.

Of course not, because this is a scam. This asshole is going to keep doing this as long as they can, because it's making them a shitload of money.

Knowledgeable, considerate, genuine people buy this shit, because they want to believe. They're desperate for something they can't otherwise attain easily or safely.These scams are deliberately curated to fool the unwary, the hopeful, the desperate, the naive.

You are not immune to scams.

Let's summarize, quickly, the big warning signs found in this shop that mark it as a scam:

No social media, website, or other presence outside the shop

Big promises without explanation of how they're possible or how they're going to be fulfilled; minimal proof of completion promised

High prices slashed with sales throughout the shop

Sales that don't end to create an extreme and fabricated sense of urgency

Negative reviews with five stars, reviews edited in exchange for refunds, reviews edited by other coercion

Multiple positive, samey reviews from the same person on multiple products all on the same day

A listing that is mostly bragging about power and prestige rather than explaining the product/service in any kind of detail

Mismatch between the tradition/practice of the person and the services being offered and/or the language being used (being of an "ancient tradition" and yet using very modern New Age terminology)

Stolen listing photos, AI-generated images

It's a lot, but like I said, I picked this one because it has pretty much everything.

I believe that magic can help a trans person along their transition journey. Absolutely. Sure. Make your meds work faster, prevent misgendering, protect you from harm, smooth coming out conversations, etc. I've done all of these things successfully myself.

Magic cannot force an impossible change. If something isn't physically possible, magic isn't going to make it happen for you. A spell won't change your chromosomes. In my paradigm, this is explained by knots of Fate and Being that can't be untied.

This spell would not do anything. Even if the seller was genuine, this spell wouldn't do anything for you. Maybe if it was a spell intended to help your HRT act quicker or more effectively, or help you find a surgeon more easily, or something else like that, I could believe it. But a magic spell from Etsy isn't a replacement for medicine.

It can be fun to perform these spells, though. Spells to transform yourself into a fucking dragon rule. They're fun experiments. The day one of these spells works, you'll never hear from me again, because I'll be a jellyfish floating in the deep depths of the ocean forever and ever.

Have fun with magic. Just don't spend $150 on an Etsy scam for a scrap of false hope.

And, just as a final note, fuck Etsy for letting this kind of thing go. Fuck Etsy for giving scammers like this one (and many others) "Star Seller" status. You'd think they wouldn't just award that to anyone. You'd think that kind of recognition would come with some oversight for quality assurance, but no. Etsy lets scams like this thrive because they make a huge profit. Etsy's quality has been dropping across the board for years now, and I would genuinely encourage legitimate sellers looking for a place to hawk their wares to go elsewhere.

Know that I've reported this shop to Etsy. We'll see if that goes anywhere. I'll update if it does.

Final Notes

Many sellers in this series anonymous for a reason. Please do not go find these people. Even if I'm exposing a blatant scam to warn people about it, do not harass anyone. Harassment of any kind will not be tolerated. When appropriate, I attempt to contact the seller(s) to discuss their ads and listings or report them where possible. Again, do not attempt to contact or bother the sellers, even if my coverage of them is negative.

If you spot an ad or a product listing in the wild that you want me to see or cover, send me a link, a screenshot, or the name of the shop. You can send it via ask or DM on Tumblr or to thewitchaese@gmail.com. Or, if you're a legitimate seller and want me to take a look at your listings (anonymous or not), shoot me a message or an email to chat about it! Examples of what to do are just as important as examples of what not to do, after all.

And, if you enjoy this series or my other work, please consider dropping a couple dollars in my tip jar! Writing is my full-time gig, and contributions help keep this boat afloat.

Thanks for reading!

[fordford]

bhgbjkdljkfghdksjfgiuhgbdkjfg here. wedding outfits i designed months ago

[gooboogy]

BEHOLD: My Malevolent Big Bang pieces!

>>> Read the fic! It's an epic Pacific Rim AU!! <<<<

>>> No seriously go read the fic!!! it rules!! <<<

The big bang was a blast again this year, all the artists and the writer I was paired with were all so lovely to work with and their work is incredible. Also I'm obsessed with this fic it's so good and so tasty I was like "yeah sorry I might be slow reading this" and then I immediately inhaled it well into 2am lmao. Check it out!! Check out the other artists too!!

Writer: @threearmsally

Artist: @xenoglssie

Artist: @shadow0haven

Beta Read: @cappurrccino

@malevolentbigbang

[vulturequills]

pixel cat's end is pretty cool so far

[hiis-theme]

heehee fun gang. :3 i went slightly overboard on kris i think but that's partially just cuz i don't have any real ideas for susie's design and ralsei is already perfect. <3

[42-clocks]

New TransMasc & TransFem Flags

the trans feminine one was designed previously but uncredited and I designed the matching trans masculine one

Purple: relationship to one’s assigned gender or appearance, the mix of masculine and feminine, the trans experience

Blue: masculine gender and/or expression, man/male/boy/guy/masc

Pink: feminine gender and/or expression, woman/female/girl/femme/fem

White: non-binary, third gender, and/or other genders. as well as complex or fluctuating identities

further description under the break

I have a few qualms about the most popular transmasc and transfem flags which have lead to my redesign

for starters the use of 7 stripes distances itself from the base 5 stripe trans flag. in my design I wanted it to look like a version of the trans flag for easy recognition

the common trans masculine* flag shows shades of blue in the center with a contrasting pink stripe on the outermost top and bottom. this placement seemingly represents an internal masculine identity and an outer feminine appearance.

*this all inversely applies to the trans feminine flag as well, for the sake of simplicity I just described one

this framing was appealing to me early in my trans life but since being deeper into my transition, this allegory fails me. I feel more in tune with my outer appearance, rather than it being something of great dissonance. the bold pink stripes feel restrictive — which again, could be appealing to some but I don’t feel it’s as representative as it could be.

I decided to instead have the main color (blue/pink) towards the center to still allude to an internal identity, but have the outermost color be purple. this can represent; a mix of masculinity and femininity (and/or neutrality), transition (internally, socially, or physically), an outer appearance that may not be congruent to one’s gender, and broadly a trans person’s relationship to their past/assigned gender.

the white stripe can also represent many things including: non-binary or abinary genders, a complex or fluctuating identity (like multigender or genderfluid), and other influences to one’s gender like race or spirituality.

(back to crits of the popular flags,,) it’s also not immediately clear which one is trans masc and which one is trans fem, I always have to think about it for a minute to figure it out lol. so for my design I only used the main color for each individual flag (blue for masc, pink for fem) but still nodded to the ‘opposite gender’ in the purple stripe in each.

hopefully these new designs can be more visually inclusive and appealing to more people!

feel free to use!! :D

[chungledown-bimothy]

[the-avaricious-meddler]

Full ref of "Alizaben"! Both normal and in Parabola.

[thats-a-lot-of-cortisol]

Io screenshots send post

[ao3commentoftheday]

memes are fun and relatable and all that, but don't let them discourage you. all of that stuff that doesn't make it into the final product is part of how the final product gets made

[trochaic-mutant-ninja-tetrameter]

[aesethewitch]

Advertisement Adversaries #1: "Narcissist Shield Spell"

Hello, and welcome to Advertisement Adversaries! I'm Aese, a witch of many years with a background in marketing/advertising and business writing/editing. This series aims to dissect unethical, unfair, deceptive, and just plain Not Good marketing strategies found in the witchcraft community. We also cover legitimate sellers to highlight good marketing, listings, and business practices! The goal is to improve the legit witches' businesses and educate folks on scams, grifts, and marketing manipulations.

You can read more about this project here (Tumblr) or here (my website).

Each entry covers one listing from a seller's catalogue. I score the listing on a scale of one to five in six categories: Clarity, Transparency, Presence, Genuineness, Verifiability, and Morality. Legitimate sellers get an extra category of Attractiveness/Advice for Improvement.

Now, let's have a look at today's entry into this series:

Advertisement Details

Who is the advertiser -- or who do they claim to be? Who is their apparent primary audience? What are they selling? What's their tone? What's the vibe? What are the first impressions?

This post covers a seller who will remain anonymous. They claim to be a hereditary magical practitioner of some renown, descending from (or, at least, related to) Famous Witch Trial Witches. The hereditary part may be true; they talk elsewhere about their family's practices, but it's all in very general terms, so it's tough to tell. The Famous Witch Trial Witches thing is nonsense, if only because the witch trials weren't actually about trying Real Witches. I suggest @/breelandwalker's podcast Hex Positive for a good, basic rundown of this.

They sell a variety of spell services via the Ko-Fi shop function. I settled on this particular listing at random. In general, the vibe is… not good. The first impression is positively rancid. Check out just the shop image:

All of the pictures for these spell service listings are AI generated. Check out the smudged, nonsensical details in the crown above the shield. Note, also, how it's uneven; an actual artist would've used their software to copy parts of this shield to make it symmetrical.

Now, this would be a big red flag on its own, but the seller claims to do magic primarily (or, at least, most powerfully) by doing art. Sit with that for a moment and really consider the implications here.

The overall tone of the shop is one of authority and superiority. Not so bad on its own, but again, the listing claims that the caster is of dubious hereditary lineage. A reddish flag, personally. But most listings you'll find claim authority and superiority, because confidence sells. That part is very normal.

The primary audience for this particular spell is obvious: vulnerable people who are in abusive situations and who either don't know or don't care about using ableist language.

Narcissistic Personality Disorder and various conditions categorized as "sociopathy" are mental health conditions, not insults. People with these conditions are not naturally villains, and people without these conditions can be fucking horrible. Using the popularized demonization of these conditions to sell hundred-dollar "spell services" to people dealing with abuse is, and I cannot emphasize this enough, shitty fucking behavior.

Any seller who tries to take advantage of abuse victims, people who are ill mentally or physically, young people, or assortedly vulnerable and/or desperate people is automatically suspect. Even if their services are legitimate, their marketing strategy hinges on preying on the unwary. And that makes them an actual piece of shit, in my humble opinion.

Clarity

How clear is the language? Does it use a bunch of obscure terms or talk in circles? Is it obvious what the buyer will receive based on this listing alone?

The language itself is pretty much fine. This description is pretty straightforward. It's expressive and doesn't use a ton of jargon or obscure terms to describe what it's selling. Overall, not bad with regards to clarity of language.

The only head-scratcher for me is this mention of the "three bodies," which are apparently physical, astral, and dream:

It isn't clear from the listing alone what this actually means. It scans as someone either trying to sound mystical or someone who is using technical terms that they use all the time and don't realize aren't in common use elsewhere. Six of one, half a dozen of the other.

The listing is clear in that the seller is going to cast a spell on your behalf to create a shield which is tethered to you and which will protect you from various abusive people and energies. However, it isn't clear how this actually works, how you're going to know that the spell is done, or what method is being used to cast this spell.

Under the "how it works" heading, we get one sentence: "Upon purchase, you will receive your Digital Spell Instruction Guide within minutes."

Hang on. Why do I need instructions? What do the instructions tell me? What steps am I going to have to take? Do I need to have some kind of expertise in energy work, or even just a rudimentary understanding of it?

I don't know, because that's all it says. This is my primary issue with this listing, I think, aside from the obvious ableist bullshit. I know nothing about this service except that the seller promises to do it. I don't know how proof is provided or if it's provided at all.

As far as the quality of Clarity goes, I'm giving this listing 2/5, docking one point for not explaining the weird three-body thing and two for the obscurity around how this spell actually works and what that "instruction guide" is.

Transparency

Is the seller honest about their refund/returns policy? Is it obvious where materials are being sourced? Is the seller being honest and clear about their credentials and/or qualifications?

The refunds policy is clearly stated near the end of the listing. Some sellers (like myself) put it in the terms and conditions section under Ko-Fi listings. Either way is fine by me, as long as it's somewhere.

I do have one problem here… The listing says "following Ko-Fi's guidelines," yes? Well, take a peep at this official link from Ko-Fi's refunds policy page). Note how it doesn't say anything about forbidding refunds on shop purchases. On the contrary, that link tells you exactly how to give a refund on a shop purchase and what'll happen if you issue one (the buyer won't be able to re-download any digital content, and they'll get their money back via whatever method they used to make the purchase).

Having a no-refunds policy is honestly whatever. That's a personal choice; there are processing fees all over the place, and it's draining to have to cover those. And there are issues with people buying from shops, downloading their goodies, and then demanding unfair refunds, essentially stealing from the seller. Again, whatever. But hiding behind a non-existent policy? Not exactly transparent, is it?

Now, again, as stated before, we can't know based on this listing alone how the spell is being cast, what materials are being used or where they're sourced, or really anything else about the actual process of the spell. We know what it's supposed to do once it's been cast, but nothing else. That's major points docked.

And again, I'm not buying the whole generational wizard thing. I did some digging, which I won't detail here as it would be really uncool (erring on a call-out, which this is not). But just know this: The dubious nature of the Hereditary Magic is… certainly dubious. A family of practitioners, sure; the rest? Uncertain.

In total, I'm giving this listing a generous 2/5 for Transparency.

Presence

Is the seller present anywhere other than their shop? Do they share anything about their process, method, or practice anywhere? Are they actually part of a community, or are they just selling something?

So, this seller has a Tumblr blog. It's how I found them, actually. This seller is, I shit you not, the reason this project kicked off.

So, yes. I dove into this person's online presence, and I didn't really like what I saw. What I generally look for is original content that isn't paywalled, talks about the individual's practice, is informative in some way, and/or is having an active conversation with someone else.

What I found was inane commentary on other peoples' posts, wordless reblogs of beginner witch content, reblogs from one of their other blogs (an art blog, if you're curious), and posts advertising their shop. I found some older posts that were, like, reblog games and very surface-level boasting about how Cool And Powerful They Are.

The only original post I unearthed in my two hours of scrolling was also on their Ko-Fi page, actually. It detailed research they'd done into… um. "Mana." Their sources were… about as dubious as their claims to Witch Trial Ancestry. Pop culture witchcraft is extremely cool, and I respect practitioners a whole lot. You go, PCM/PCP community.

I really can't stand people who declare that their way is the Only Way, and that people who believe differently from them are Fundamentally Wrong. As if there aren't many ways of doing magic.

I'm being pretty ungenerous here, but that's mostly because this same article's "research" cites a "scientific article" which directs to a website selling you Law of Attraction manifestation journals. I shit you not. It's barely-researched, unverified personal gnosis stemming from anime, one book, and an article I'm 95% certain they didn't read past the title.

Anyways, this person gets a 1/5 for Presence in my book. If you're not actively and genuinely engaging with the community you're trying to sell to, you're not worth my time.

Genuineness

Are listing photos genuine? Are any images AI, or is any copy written by an AI? Is this a real person selling something, or is this a bot account?

Holy actual shit, though. An Art Magician using AI-generated images? That's a level of bullshit I didn't think I'd get on the first entry in this series.

This person gets exactly one point for being a real person. They've changed that shop name and their stated expertise/most powerful magic too many times for this to be a bot.

They get another point for writing their own shop listings, as far as I can tell. A lot of it is copy-pasted (badly, sometimes), but I'm only grading this one listing for the purposes of this review. So, they get the point.

There are no other photos in the listing. All you get is that shitty AI-generated shield.

Genuineness gets a very kind 2/5.

Verifiability

Is it obvious how a buyer will know their service is completed? Is it possible for the buyer to know? Are there any reviews verifying the quality/existence of the products or services? Are there negative reviews available?

That's a big, fat fuck no on all counts, folks. As covered above, there's no way for a prospective buyer to know or understand how the service will be completed or how it's even done in the first place based on this listing alone. Even if you wanted to see this person's casting methods, you couldn't! They don't really talk about their methods anywhere except in vague terms. Which, okay, fine, keep your secrets, it's a classic Magic Thing to be secretive. But when you're selling your services, your buyers have to know what they're buying from you! They gotta be able to VERIFY the services!

There are also no reviews, period, that I can find -- positive or negative. Part of that may be that very few of these listings have any sales. I know they don't, because a couple of them do, and they show the number in the shop. Either nobody's buying, or they cycle through listings so the numbers don't show.

This particular listing gets a 0/5 for Verifiability.

Morality

Are they offering services related to health, mental health, legal services, or other dubious subjects? Are they knowingly targeting a vulnerable audience using buzzwords and inflammatory language? Is the listing sharing misinformation or encouraging belief in conspiracy theories? Does the listing contain debunkable information? Does the listing participate in bigotry, cultural appropriation, bioessentialism, or anything of that nature?

This particular listing doesn't discuss anything medical, legal, or otherwise questionable. Nothing about bigotry or anything like that, either. No outright misinformation that I can spot, unless you're considering this whole listing misinformation. No points given or taken away, because the bar is honestly in hell for this category. The absence of shitty behavior is not praise-worthy.

We've talked already about how this listing is specifically targeting people in abusive situations. That alone is really shitty, and I've made my case about it. I've also made my case about the ableism thing, which is straight-up not acceptable. No need to beat either dead horse.

I want to draw attention to the little blurb right at the top of this listing. This one, that talks about buying sooner rather than later due to limited offerings:

Let me state, there's nothing inherently wrong with using "limited" advertising language. I've done it for my own limited time listings. It's pretty standard.

However, remember who this listing is for. If an abuse victim reads that, they're already likelier to be desperate and willing to overlook red flags to jump on a deal before it's gone forever. For reference, all listings do use this language. Therefore, I'm interpreting this as simply thoughtless and in bad taste, rather than actively malicious.

Overall, this listing gets a 1/5 for Morality from me.

Average Score & Summary

The average of all six scores comes out to a rating of 1.3/5. Really, really bad.

Now, I want to be clear, this review isn't an accusation that this listing (or this shop) is a scam. I do think this seller has some grifting tendencies that need serious fixing.

If this is a legitimate seller, they're clearly copying shitty scams they've seen elsewhere -- Etsy, for example. This honestly strikes me as someone who doesn't really know what they're doing with regards to selling their services, so they default to the worst possible practices. Either that, or this is someone who's made up an identity to sell you absolutely nothing at $100 per empty promise. I'd like to give the benefit of the doubt and believe that this seller is just trying to make a living.

To that, I say, go make a living without deliberately taking advantage of people.

This listing, and this seller's entire shop, are emblematic of the biggest sins of magical marketing. It's full of catchy buzzwords and no substance. Promises made without explanation or proof of product. This seller has nothing to offer you but fake pictures and their word. Again, even if these services are genuine, and I very much doubt it based on what I'm seeing up for sale, this listing (and all other listings on this Ko-Fi page) prove that this seller is willing to do whatever it takes to get your money into their pocket.

Personally, I wouldn't buy it.

Final Notes

Many sellers in this series anonymous for a reason. Please do not go find these people. Even if I'm exposing a blatant scam to warn people about it, do not harass anyone. Harassment of any kind will not be tolerated. When appropriate, I attempt to contact the seller(s) to discuss their ads and listings or report them where possible. Again, do not attempt to contact or bother the sellers, even if my coverage of them is negative.

If you spot an ad or a product listing in the wild that you want me to see or cover, send me a link, a screenshot, or the name of the shop. You can send it via ask or DM on Tumblr or to thewitchaese@gmail.com. Or, if you're a legitimate seller and want me to take a look at your listings (anonymous or not), shoot me a message or an email to chat about it! Examples of what to do are just as important as examples of what not to do, after all.

And, if you enjoy this series or my other work, please consider dropping a couple dollars in my tip jar! Writing is my full-time gig, and contributions help keep this boat afloat.

Thanks for reading!

[fordford]

so you know how in psychonauts you can use clairvoyance to see how other characters see you

yeah

[tophats-tea]

sliding scale of posts about Jesus being a carpenter who was nailed to a cross

[gayorphandepression]

got my wrapped

[thinkingabout-girls]