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Evil Marketing?
©2005 By Dr. Joe
Vitale
Yesterday I
met a rancher who raises buffalo and sells
bison products. He clearly loves his job. He
gushed facts.
For example:
I didn't know buffalo never get cancer. Or that
buffalo
meat is leaner, healthier and better for you
than any
other red meat. I also didn't know that buffalo
contains
less calories than even chicken.
"Most people just don't know how to cook it,"
the
rancher explained. "Since the meat is lean, it
needs
to be slowly cooked on a really low flame."
He went on to add:
"People on the Paleo Diet, sometimes called
the caveman diet, really love it. It helps them
lose
weight and get trim naturally," he said. "I eat
one
to two pounds of bison every day, some veggies,
and I'm fit and strong."
Since I'm into wellness and just lost over 70
pounds,
I was eager to hear all this. I was so taken by
this new
information that I placed a large order on the
spot.
But the rancher also had some opinions that
made me curious.
"I'm just a rancher," he told me. "I run my
ranch by
myself and I work night and day, yet at the end
of it
all, I have to go out and market this stuff. I
almost
hate it."
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"You hate marketing?" I
asked.
"I just saw the actor Billy Bob Thornton on
television and he said, 'Marketing is evil.'"
"That's interesting," I countered. "The reason
Thornton is on television is he is marketing the
latest movie he's in."
"Well, I don't like marketing," the rancher told me.
"Maybe it's because I don't know how to do it."
At this point, Nerissa came out and met the
rancher, too. He offered her a sample of the buffalo
jerky he made. He held it out in front of her as he said:
"You'll eat this and you won't want anything else
the rest of the day. This is the most filling and
satisfying food you'll ever have," he said. "There
are no preservatives and it's all natural."
Of course, at that point I wanted some jerky, too.
When the rancher went to write up our order,
he pulled a beautiful notebook out of his truck.
He started to place it on the hood of my BMW Z3
sports car when I stopped him.
"I don't want it scratched," I said.
"Look at this," he said, rubbing the leather on
the notebook. "Go ahead and touch it and see
how smooth it is."
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I did. The leather was
melted butter soft.
The rancher then asked me something hypnotic:
"Can you imagine walking into a meeting with
one of these under your arm?"
Of course, that natural question activated the
visual part of my brain and engaged my ego.
I instantly wanted the unusual product.
"How can I get one of those?" I asked.
"I can have one made for you, if you want."
I ordered one of the buffalo notebooks, too.
I then paid the rancher, shook his hand, and he
got in his truck, still muttering that he didn't like
marketing. He said he was so behind in learning
marketing that he was prehistoric in his practices.
"Guess you're doing Paleo Marketing," I offered.
He laughed and drove off.
He didn't seem to notice that his "non-marketing"
made a lot of sales that day. I bought meat, jerky,
and a notebook. I also bought a case of honey, which
I forgot to mention. None of it was cheap, either.
I've said it before and I'll say it again: Marketing is
simply engagingly informing the people most likely to be
interested in your product or service that it's available.
This is what I teach people in my Executive Mentoring
Program. I'll repeat it:
"Marketing is simply engagingly informing the people
most likely to be interested in your product or service
that it's available."
It's not about manipulation.
It's about information.
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The more passionately and sincerely you
convey your
information, the more hypnotic your marketing will be.
But if you try to market your business to someone
who has no interest in it, you may be considered evil.
That rancher was marketing, though he'd never admit
it. His love for his product was apparent. He eats buffalo,
wears buffalo, raises buffalo, and talks buffalo. He doesn't
talk bull, he talks buffalo. And when he talks, if the
people listening are at all interested in bison, they buy.
Marketing is only "evil" when you lie or mislead people
to make a sale, or when your message isn't appropriate for
the audience you reached. No one should ever do that sort
of mis-guided marketing. Ever. There's no excuse for it.
If you're offering a product or service you believe in,
then share your excitement for it to the right audience.
(If you don't believe in your product or service, what
are you doing trying to sell it?)
Said another way, if you have something that would
truly benefit a certain group of people, and you don't tell
them, aren't you doing them a dis-service?
Again, marketing is basically sharing your love. Your
passion. Your belief. When you share it with someone
who welcomes it, more often than not it leads to a sale.
Naturally. Easily. Effortlessly.
And that's no BS.
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