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!