The Jester-Alchemist put on her jingly bell hat and went to the market.
The pest guy
He’s a bright-eyed Latino guy with a warm smile. His stall is piled high with strange boxes and one sign that reads “Low Cost, Cruelty Free, Environmentally Friendly Pest Control For Your Home”.
The Jester-Alchemist sauntered over and smiled in that expectant, “So. What’s this all about?” way that prospective sales use. Pest Guy says, Hey there. Are you interested in cruelty-free methods for ridding your home of ants, mosquitos, cockroaches, silverfish and more?
“Why do I want it to be cruelty free?”
Because this doesn’t kill the insects, it just makes them uncomfortable so they move away.
“Why is that better?”
Because you don’t want to kill them just for being in your way?
“Why do I want that?”
Because… we want to think of ourselves as good people, and good people don’t kill something just because it’s inconvenient to them.
“Lovely. I’ll take two, please.”
The photographer man
He’s a man who’s lived hard (and has the tattoos to prove it) but he has combed back his hair and polished his motorcycle boots. His stall has photographs of classic cars and a sign: “Capture Your Ride”.
The Jester-Alchemist says, “Hi there. What are you selling?”
Photographer Man says, If you really love your car or ute, I can capture your ride in a photo that will last forever.
“Why do I want to own a photo of my car?”
Because you want to preserve the moment, just in case.
“Why is this moment important?”
Because things can change.
“Why is change important?”
Because we don’t know whether it will be good or bad. We’re scared of the future.
“Why will a photo help?”
Because we can control this moment. Whatever else changes, this photo won’t – we’ll always have this much of the car we love.
“Sign me up!”
The life coach
She is warm but not maternal, and has the most gloriously abundant hair. She has a sign: “Get Your Life on Track Today!”
The Jester-Alchemist smiles and does the interested head-tilt. The Life Coach says, Are you looking for more clarity in your life? I can help.
“Why would I want more clarity?”
Because it helps you to see what destructive patterns you’re caught in.
“Why will knowing about those patterns help?
Because you can approach them consciously.
“Why will consciousness help me?”
Because you’ll be able to notice what’s going on as it happens, while you can still change the outcome.
“Why will changing the outcome get my life on track?”
Because you’ll stop making the same dumb-ass mistakes over and over.
“Lovely, I’ll take it.”
The moral of the story
I lovingly exasperate my clients on a regular basis. And they lovingly answer that same question over and over, because they know that at the end of the repetition is Marketing Jackpot.
If you want to know more about the new – and enlighteningly aggravating – resource that’s coming out very soon to help you achieve the same powerful result, then you MUST be signed up for the weekly Mo’Cash Mo’Joy newsletter. (The newsletter is damn, good too: “CC writes the best newsletters – they always brighten my day.” said Ainslie yesterday.)
P.S. I shall break all of the Only One Call To Action, Dammit rule by mentioning that I wrote a resource for the darling on using the power of generosity in your marketing. It’s called Giving for Greatness, it’s only $26, and you should totally go buy it today. (It’s only available fo a month, then FOOM!)
Why should you go buy it?
Because lots of people want to use generosity to build their business, but they don’t get it right.
Why does that matter?
Because it’s totally ethical, full of warm fuzzies, and also hella fucking effective.
Oh. Cool.
photo credit:
