When tackling the topic of marketers being sinister (not in the ultra hip way that we members of the sinister cabal of BlogCritics are) at my blog an alert reader pointed out that I have been ragging on marketers in a rather one-sided way. (see BlogCritics sample rant)
Let me say this about that:
Everything is marketing ultimately. Any parent who has ever tried to get their kids to try broccoli has had to learn how to do it. I went to a seminar a while back where the presenter, Mikki Williams, defined marketing as:
… the transfer of enthusiasm from one person to
I love this definition. I’m just saying that, as consumers, we should look to see WHY the marketer is so enthusiastic. Is it because they think you are a sucker who will give them lots of money for nothing if they just dazzle you enough as in the crushed lifesaver analogy or is there something that really has substance here that is worth considering spending your money on, as in Donna’s example of bird baths (which have been a HUGE hit in my yard with our severe drought), or my getting all misty eyed when I talk about the household cleaner and laundry pre-soak of the Gods, Basic H. (read about a real life marriage saving miracle cleaner here)
Sometimes people get money for marketing along with their transfer of enthusiasm, as I do for Shaklee (like the Hair Club for Men…I was a customer and loved Shaklee so much, I started my own business).
Sometimes people just feel the satisfaction of passing on great tips and get no money, like my mom does when she fills up my voice mail with blissful reports on the best chocolate ice cream ever or a restaurant review that caught her eye.
Heck, I’m even marketing to you my beliefs about what I think makes a good life.
Marketers aren’t evil. But some do think you are a schmoe and aren’t treating you with respect.
And, let’s be fair: Some of you may be lured by sugar, and maybe you don’t deserve respect. It’s a free market economy, baby, and people have a right to exploit you if you are willing to pay for crap.
Laura Young is a personal development and business coach. She is a contributing author to A Guide to Getting It: Purpose and Passion and Become Your Own Great and Powerful: A Woman’s Guide to Leading a Real, Big Life. She has recently been featured on By, For and About Women and Artists First Radio. Learn more about Laura or visit her blog.