Your Most Valuable Asset
"Secrecy is the mark of false doctrine" - The Buddha
I want to tell you what I know to be "Your Most Valuable Assest"! That's right you there reading this article I want to shower some light into a potentially dark corner. However, before I unpack this good news I need to begin by exposing some nasty things about marketing: by pointing out the three of the greatest lies that unfortunately trick people all the time. These lies keep us from living heart first and recognizing your most valuable asset. I call them the three F words of marketing: Fear, False, and Formulas
Firstly, and I deeply resent this one: the "fastest way to sell an idea is through fear". This one sours my stomach. However fear is a tactic people use to make others respond in the most impulsive and scary ways. From religion to politics to beyond it really draws out the worst in people. I can't stand fear based idea sales, no matter what the subject! An obvious example is every year here in America we celebrate a tradition that I personally find shameful. And I apologize in advance if this rubs you the wrong way. Every year the night of Thanksgiving is the bargain savers hay day - Black Friday sales begin! I know you might be thinking, but Jesse you work in marketing how can this bother you? Well as a person that has had earlier career points in retail I know first hand how ravenous those discounted items can turn sweet old ladies into bloodthirsty gladiators! The fear of missing out! Side note if you're working in retail I consider you a saint of the highest order! If you can work in retail and not become jaded you're a wonderful human that can endure anything! Fear based decision making transforms people into a mob mentality which is never healthy.
The second lie in marketing I can't stand to the core is when people use "false hope" to sell an idea! Claiming they have a cure all for your problems but they never have to stand up to the legitimate pressure to deliver. Promising a nirvana like results that breeds strange lotto-minded behavior. Wishing won't solve your problems! Yes there is always room for hope, hope is a beautiful thing. Yet when you deliberately use false hope you're actively injuring people in some way. Let's examine this and again I might ruffle a few feathers. I'm not a fan of lotteries or gambling. I understand there are always risk vs reward decisions you must take in life - however that isn't the same as the predatory behavior of using false hope to prey on desperate and weak willed indiviuals. This one heavily ties into the first lie where someone uses fear to catch your attention then selling you false hope as the solution. I don’t think I need to illustrate this point further - if you’ve lived long enough you’ve seen this take place time and time again.
Lastly the cruelest lie in marketing is the lie of "secret recipes" or secret formulas. These are always lies. First and foremost if something is always a secret formula that mean you must not bring anything to the table! It's all in the sauce so to speak! Wrong! The Buddha has this interesting dialogue where he is talking to a monk that he doesn't believe in the "tight fisted teacher", the teacher that reveals one message for outsiders and a different message for insiders. While I'm sure there's many metaphysical layers to this story I like to interpret it as that you should beware those that appear as gatekeepers to knowledge, truth or wisdom meaning things like secret formulas are a myth!
Creating relationships and connections with people isn't about controlling others out of fear, false hope or perceived "secret formulas". It's about knowing what "Your Most Valuable Asset" is?! It's simple too! You! You being so uniquely you that nothing could be anything other than you! It means taking the time to get to know your clients as a person. To empathize with them. Really listen to them. It means telling the truth - the radical truth and how you can honestly add value to your clients, not trickery or gimmicks. I’m sure theres people out there that’ll bawk at this idea but that’s honestly an indicator that they’re so used to lying to themselves or so greedy they’ve lost sight of what really matters. People!
Well how do we detox from all these marketing lies that are making it more difficult to just be you?! This is a difficult process. Why? Because we're so busy that unfortunately we take a lot of decision short cuts. Statistically speaking we are more likely to tell the truth earlier in the day because as decision fatigue takes a hold lying isn't always about being deceptive it's about not having to work at a decision. However, here's three steps that have helped myself and many others: Recognize, Remove, and Restore!
Recognize: attempt to recognize the lies! Is a product or idea or speaker or organization offering something that seems untruthful?
Remove: remove yourself from this equation. Stop using these ridiculous marketing F words yourself! Sometimes the best way to change things for the good is to not allow yourself be part of the problem.
Restore: restore your self worth! Your job is to help serve others. Not move the imaginary needle by looking busy, saying silly jargon and pretending you have it all together. You're a person with wants and needs and it's ok to distinguish the two! Wants are ok but needs are necessary. You're always going to bring an experiences that is uniquely you. Don't try to change yourself into an idol of success. Allow yourself and your personal passion and story to connect with people on a real level.
Thank you so much for reading, do take care and remember to...