If you have already gone through the MANIPULATION program you know the importance I place on hope in marketing.
Every product has it as do all sales pitches.
The idea that things are better somewhere else, or can be better tomorrow.
It is the magic potion.
And for those who think marketing and business are bad, they don’t understand the function hope plays in the human race.
It is what got us out of the caves, through famine, pestilence and war.
It is what make people buy face cream and decorative soap dispensers – and whatever it is you sell.
Couple days ago I mentioned Glenn Turner, a 1970-era multi-level marketer who was the king of selling hope.
It was the wild west days of MLM – the laws hadn’t caught up to what he and the other pioneers were doing.
So yes he got in trouble for his business practices and lost everything. I like to think that today a guy like Turner would be a little wiser and have good compliance officers on payroll.
But he did something back then that I do not see anyone doing today. He recruited the poor, the uneducated and the derelict.
Today that segment of society is medicated. They are forgotten and they degrade into drug abuse and squalor.
But when he was humming, he gave these people hope. And from what I can discern from the records they were the truly hopeless. So much so that was part of the negative coverage and intense dislike for Turner – the accusation was that he exploited those who didn’t know better.
I say they did know better and when he showed up with his message of hope and possibility that’s why they went into debt to (over)pay him for what he was selling.
No one else ever told them they could even have hope. Or that they deserved it. And they loved him.
Apparently many of these dregs did well. Even if they didn’t do well in Turner’s business opportunity, many reported that they wound up doing well in life.
Do you know of anybody today who can make that claim?
I am certain he had shoddy business practices that would make us cringe today, not questioning that.
But I have been intrigued for a long time about how he used hope as a tool in his business. His messages are floating around the Internet. They are short and he was known for making a point about his own lack of sophistication, speech impediment, toupee, etc.
Main point – revisit your use of hope in your product and your messaging. Ask yourself if you are excluding anyone due to preconceived bias. Remember that every human being needs to drink from the spring of hope.