How do you choose which products you buy?
How much more would you appreciate buying from a brand that actively encourages you to fall back in love with the amazing and beautiful woman you already are than a brand that zeros in on a perceived imperfection, makes you feel at best insecure, at worst ugly, and then turns around and asks you to buy their product because it contains some magic formula that will correct the imperfections they tell you you have?
I know which I’d prefer and yet so often we’re giving our money to the brands that knock us down in order to sell us something that will supposedly make us look and feel better.
Why not buy from brands that want to sell us something that will make us feel better and healthier without feeling the need to knock us down first?
Let’s put some numbers to a scenario so we can get a real feel for this idea.
Suppose you’re walking down the street and on a scale of happiness/contentment you’re feeling like a 5 out of 10. You meet someone standing outside a shop and they want you to try a product so you go in. When you enter the shop they feel your hand and tell you that your skin’s pretty rough and not as soft as it could/should be. How are you feeling now? You’re feeling a 1 or a 0, right? And then you try the product and, yes, your skin does feel smoother as a result so you decide to buy it. Now how do you feel? About a 5, probably… right back to where you were before you came into contact with the representative of this brand. Hmmmm…
Well, let’s fast-forward a bit. The following week you’re walking down the street and, again, on the scale of happiness/contentment you’re feeling like a 5 out of 10. You pass by a shop with a sign saying “Can you see how beautiful you already are?” You’re intrigued so you walk inside and are greeted by a friendly shop assistant who asks if she can help you in anyway, if there’s a product you would like to try. Maybe something for your hands? She reaches for a jar and places a little product on your hands without making any comments about your hands or your skin. And you try the product and feel that your hands are smoother or softer as a result so you decide to buy it. How do you feel as you leave the shop? About an 8 or even a 9, I’m guessing.
And so you should.
There is a common belief that in order to get customers to buy you need to, first, home in on their perceived imperfections (or, worse, introduce them to a perceived imperfection they were totally unaware of!). I see this type of marketing and selling everywhere I look and I just don’t get it.
Why do we (and our customers) need to laser-focus on the negatives and pain-points in order to sell products (and I’m not just talking skincare, here)?
Does it not make more sense that a customer feels much better and more positive after they’ve tried/bought a product than before.
Shouldn’t the aim of every business and brand be to make their customers feel like a 9 or 10 after they’ve tried/bought their products?
Isn’t that selling from a place of love?
And isn’t that selling so everyone in the transaction benefits?
I think so.
And that’s why I cannot get my head around why businesses, marketers, brands etc are still staying stuck and still knocking down customers in order to get them to buy.
And I, honestly, don’t and won’t buy into it anymore. And nor should you.
It’s our time, Beautiful. It’s our time to stand up and demand respect for the amazing and beautiful woman we already are.
But I appreciate that that’s easier said than done when we’re, unsurprisingly, full of insecurities and self-doubt after years of listening to a media touting our imperfections.
So what should you do? What can you do?
Well my advice is to spend a couple of minutes each and every single day falling a little bit more in love with yourself. Each and every morning, as soon as you get up, before you brush your hair, shower or put on makeup, I invite you to stand in front of the mirror and say to yourself “I love you”. I know…. It sounds totally bonkers and a whole load of codswaddle (for want of a better word) but I can assure you, it works.
Here’s what’ll happen.
For the first few days you feel like a total idiot and you simply won’t believe the words that are being uttered out of your mouth. No doubt you’ll even be tempted to move a bit closer to the mirror to see if that really is a new spot on your chin or whether you’ve grown another wrinkle overnight.
But persistence is the key.
Keep looking in the mirror, look yourself in the eye, and tell yourself “I love you” and I guarantee that before too long you will smile, you’ll start to believe and agree that standing before you is a fabulous woman, and… you will fall back in love with yourself.