Category Blatant Self Promotion

Sex & Sizzle is better than Truth & Substance Right?

There is no substitute for Sex & Sizzle – Yeh, Right. Liar!

I am still thinking about my experience about being shafted by the “Bad-Natured” Multi-Level Marketers the other month.  I know what your thinking, “Ed Just Get Over It”, “Ed build a Bridge and Move on”, “Ed find yourself a hobby or something”.

I can promise you that I am over it – it’s just that it was such an interesting event in terms of the unethical practices and manipulation in the event itself, but also it got me thinking onto the broader thing that I noticed in being a Marketing Manager for a long time now:

– Sex & Sizzle has been used in advertising for no doubt hundreds (probably even thousands of years).

– In fact, Sex & Sizzle can even help sell product when there is little Truth & Substance?

Sex, Sizzle & Hype have obviously been used in Modern Times with extreme levels of intensity and it obviously works.  However, when it’s used to “Replace” substance you can have a big problem.  People aren’t stupid these days.  After years of companies ripping off people, people being sucked into not only dodgy MLM (“Multi-Level Marketing”) schemes but also buying rubbish products (that were really hyped up) – you can’t get away with this type of thing long-term.

One thing I am finding though, is that a lot of companies out there assume that:

– Our Customers are stupid, the Market is Stupid so tell them whatever to just get the sales.

After really reflecting on not just my MLM experience last month of being “Shafted” by some really mean & unethical people, it led me to think that those people probably have the above view of society and the market.

That is, if you “Assume” everyone is stupid, it will lead you to approaching the market very unintelligently.  This kind of unethical rubbish may have worked well in the 80’s, may work well in the short-term – however in many cases this kind of approach just doesn’t last in the long term.

So if you try and nail me on direct question is “Truth & Substance” between the “Sex & Sizzle” – I would answer YES.  However, there is no reason you can have both?

Many people think that there is a “Sea-Saw” balance between Sex & Sizzle Vs Truth & Substance.  This is certainly not the case – in fact, some of the most successful people I know, be it Shop Owners right through to other Business Coaches – they often do both very well.

Such as those dodgy MLM people who unfairly tricked me last month, “Shonks” and people who rip people off – your days are numbered! You may suck some people in, but I have had the unique pleasure of watching these “Sharks” eventually getting what they deserve.

Truth & Substance is #1 – but of course, back it up with some great “Sex, Sizzle or Hype” – nothing wrong with that!  “Positive Thinking” is great, with “Positive & True Substance!”.

Have a great day and I wish I learnt this 20 years ago!

Why do some stick to “Vague Positivity” Over Real Benefits?

I Think I am Buying The House – Right?

After my great experience last month with people tarnishing “Positive Thinking” by using it to try to manipulate me into joining their Multi-Level-Marketing Scheme, it took me back to what this lovely old Greek Millionaire told me when I started my first Marketing Manager job in Hobart:

[In a Thick Greek Accent] – People don’t Buy Advertising, they Buy Good Quality.

This business attitude (which obviously works for this man who owns many properties across Hobart) really got me thinking for years.  Ironically today, we see only too many companies that are as “Sleek” as can be.

You buy their goods and ouch! You get totally burnt – yet the Advertising was so Good! In terms of those people trying to manipulate me into some of the poorer MLM (Multi-Level Marketing) schemes out there – I really think they know their product is weak, so their only hope is by bringing out the “Positive Charm”.

It’s a real pity, I actually do quite like “Positive Thinking” – however, unfortunately many have figured out it’s a great way to your wallet or purse.  In my own business and learning from others is that at the end of the day, people have two questions:

– Will Your Product Help Me?

– Can I Trust You?

After working in Marketing for a while now, it’s fair to say that many people are sick of being ripped off and consumers today can really see through the “BS” and just want to know what is relevant to them!  For example, if you are a Website Designer people want to know the benefits i.e:

– “My Great Websites will help you sell more Online. We use the latest in Website Approaches and work closely with Google to ensure they get a strong presence. Here is what some of my customers have said…”.

This is much more powerful than “Positive Fluff” which says:

– “Do you want to achieve your dreams? Have ever lasting Milk and Honey flowing in Abundance? Learn about my websites now!”

Many (including myself) have learnt the hard way – don’t BS people and cut to the chase fast! I totally love Positive Thinking, but not how some charlatans abuse it!

I wish I learn this stuff 20 years ago!

[Edward’s Comment years later after writing this article: That “Good Quality” reference has been proven true over and over again. It not only built my business, but I used that thinking to help turn around of dozens of fledgling businesses that lacked that strength in their own models].