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What Are We Selling?

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I was working on some marketing ideas, and I got stuck.

I was reading one of the many Guerrilla Marketing books, and they had a little section on how to approach your "message".  Very interesting concepts.

For instance, you don't sell lipstick, you sell beauty.  You don't sell aspirin, you sell pain relief.  We don't sell books, we sell knowledge.

The idea being, you tie into your customers with some sort of emotional hook.

What do we preppers "sell". 

It seems like whatever it is, we're not doing a good job of marketing!  Even with family members, it is still common to get the "deer in the headlights" stare when we talk about prepping.  I'll generally talk about it along the lines of life insurance - it's something that responsible adults just do.  You hope you never need to cash in the policy, but you're glad you had it if you do.

How do you sell responsibility and self-reliance?  Do we need to take a page from the playbook of the insurance industry, or is there some other product or business that has a greater chance of getting our friends and family moving in the right direction?

And we're all clearly fighting an up-hill battle against government's well-funded campaign to remove all risk and consequence from our lives.  We're encouraged to live as milk-calves to government's bottomless teat.

Responsibility and self-reliance require effort on the part of the individual.  Why put forth effort when you don't have to?

Live in hurricane country, lose your home but "forgot" to pay for insurance?  No problem, FEMA will bail you out.  Free housing, free food, interest-free loans.

Give birth to more kids than you can financially support?  Not to worry - belly up to the bar and get all of the free food, housing, clothing and education you and your kids need.

Want to give up working to "follow your dreams" and not have to worry about those pesky heath care bills?  Come on down!

"You don't have to be 'job locked'"  Don't worry, Be Happy.

Of course, all of these "freebies" do come with a price.  You are now obligated to live where you're told, how you're told and when you're told.  Apparently, that's not too big of a price to many, many people.

How do we fight this?  Free, will usually win when it is put up against cost, effort and planning.  How do you convince people that the Hard Road is the better choice?

Asking as a person who was a prepper before he was a prepper trainer, Should we be "selling" preparedness or is it something that people just need to come around to?

My motives for wanting to "spread the word" are very selfish.  I want to get as many people to be self-sufficient as possible, because if they're taken care of, I don't need to worry about them wanting or needing my preps.

I'm not getting rich doing this!  Is it worth all of our effort to try and get people on board, or is fighting government Nannyism just too steep of a hill to climb?

You can follow Chief Instructor at Accept The Challenge.

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Anonymous said...
June 11, 2010 at 4:12 PM  

20 years ago my mother bought a computer so she could write her books. I was a programmer and a computer geek so I helped her get started. She was like a babe in the woods but managed to do some writing and was enjoying it. Then one day her computer crashed and she lost all of her most recent work, some 12 chapters or so. I then showed her how to make regular backups of her work so she would never again lose everything. My brother chastised me for not showing her how to do this before. My response is that she wouldn't have understood the need or been willing to commit the effort. That in fact until you lose a weeks work most people simply didn't appreciate the value of backups. I think you have a similar situation with preppers. You and I and a few others who putting in a lot of time and effort to understand the politics, risks, and possibilities are receptive to prepping. Those who spend their days working and their evenings watching American Idol are not ready to hear "it" yet. Like my mother was 20 years ago, they are babes in the woods and haven't seen the need for prepping yet. Given the political and economic landscape it is likely that something will happen that will open their eyes sometime soon. If they are really lucky it won't be "the big one", if that is a proper way to describe "it". Katrina was a wake-up call for many people as was Haiti. Apparently some people need something much more personal to get the message.

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