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].