Category: Demographics/Psychographics

By Posted on Posted in Abundance and Prosperity, Demographics/Psychographics, Marketing Techniques and Philosophies Tagged with , , ,

Normally, I stay far away from all the get-rich-quick stuff. But I remember when copywriter John Reese became the first Internet marketer to (at least publicly) break the million-dollar-in-one-day barrier.

In fact, I remember thinking at the time, oh, for goodness sake, you want us to buy into your product launch so you can set a sales record? Puh-lease! I didn’t buy it. Nevertheless, I watched what was going on, and was pleased for him when he surpassed the goal.

Well, I just stumbled on a short interview of John Reese by Tony Robbins on the psychology of this order-of-magnitude breakthrough ($100,000 in a day was considered fantastic back then). Both of them compare it to Roger Bannister’s four-minute mile, and they share lessons about achieving any BIG goal that I think transcend the (to me, not very interesting) specifics of making a big pile of money.

Two things struck me particularly:
1. The opening titles say Reese was $100,000 in debt. I have to wonder how such a world-renowned copywriter (I’d heard his name for years, long before this event) got into such a hole in the first place; the video, alas, doesn’t address this.

2. Reese’s thinking was much bigger than I realized. I hadn’t known that a million in a day was about ten times as much as had been done before. It reminds me of Amory Lovins’ thinking about energy use: that it’s just as easy or perhaps even easier to save 80 percent of your energy than to save 10 percent.

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By Posted on Posted in Demographics/Psychographics, General Commentary, Marketing Techniques and Philosophies Tagged with , , , , ,

Whole Foods’ standing is less than it was before CEO John Mackey wrote a well-publicized op-ed in the Wall Street Journal, attempting to put the brakes on health care reform. According to Mashable.com, which covers social media, positive perceptions of Whole Foods dropped 10 points in a week, and a 13 point drop in the perception that respondents would be proud to work there. Mashable also notes that the boycott group launched on Facebook is up to 27,000 members.

I’ve been very vocal over the years, saying that strong values can add business value and profitability–most loudly in my award-winning sixth book, Principled Profit: Marketing That Puts People First. Does this mean that CEOs shouldn’t be vocal in expressing their opinions on issues of the day?

Not at all. To me, it indicates that CEOs should choose businesses where their key demographic is in alignment with their values. Whole Foods’ constituency is overwhelmingly liberal-to-progressive. If management is shown to be ultra-conservative, their stand may “play in Peoria”–but not necessarily in Cambridge, Berkeley, Austin, Ann Arbor, and the other progressive communities that have welcomed a full-service organic and natural supermarket.

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