Natural or UNnatural?

Chuck McKay has a few interesting thoughts to share today:

There Is No Hard Sell In Nature

Human beings often hold advertising pitchmen in low regard. Like the “fight or flight” response, that may be instinctive. A zebra doesn't single himself out of the herd so that the lions will notice him. A mouse doesn't run to the center of an open space to tease a cat. It goes against nature for an animal not to duck and cover. Other than with their own species during mating season, most animals do not try to draw attention to themselves. And any animal which would behave in such an odd fashion would be avoided by the rest of the herd. The herd's very survival may depend on not standing too close to anyone hogging center stage. So, is it animal instinct that something is wrong and this one should be avoided when an advertiser thumps his chest proclaiming “We will not be undersold,” or points at the camera and says “I'll get you money for your pain and suffering?” Those particular animals, (genus boastasaurus adnauseaum), frequently make the rest of the herd uncomfortable. They appear to have something wrong with them. Either that, or they think it's mating season.

Do you enjoy marketing theory?

"There Is No Hard Sell In Nature" was one of those ideas which appeared full-blown in the midst of a discussion. It happened this afternoon. I was being interviewed by Darin Burt for an article scheduled for the July issue of HQ magazine. Darin asked "What's the worst thing a business can do to drive away customers?" I said, "He can talk about himself. Worse yet, he can get loud about it. After all, animals in nature don't try to draw attention to themselves." Over the years I've discovered that some of my best insights happen during lively discussion. And, since I'm gathering my thoughts for a new book, it seems to be a good time to start discussing. Do you like to kick marketing ideas around? Think you might care to participate in a small group telephone bull session? We'll be examining subjects ranging from "How do people remember advertising?" to "What happens if you don't deliver a great customer experience?" Let's talk. Drop an e-mail to ChuckMcKay@ChuckMcKayOnLine.com. __________ Chuck McKay is a marketing consultant who helps customers discover, and choose your business. Questions about animal instinct in marketing may be directed to ChuckMcKay@ChuckMcKayOnLine.com.

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