Are You Marketing Negativity? Stop!!

Really now, does a large sign advertising a “Recession Sale” make you want to buy? I don’t think so, yet I continue to see advertised “recession” sales as if this is the new, great way to market goods and services. Think again, friends. Not only are you wasting the time and money spent on such a marketing approach, but it may even do long-term systemic damage to your reputation in the community you serve.

What positive image could “Recession Sale” possibly bring to mind? It reminds of the problems we are confronting and the need to conserve cash rather than spend it. It evokes the fear of lost jobs, defaulted loans, or whatever form of terror this recession has brought to so many. Maybe a friend or family member has been foreclosed on… we all know victims of this downturn. This is the image you want to use to promote your business? This is what you think will bring customers in droves to spend, spend, spend?  Think again. No one wants to go to a restaurant that is going out of business; why would anyone want to come to your recession sale and celebrate everyone’s worst nightmare? No one will.

In fact, I recommend the exact opposite approach. Advertise with success stories, use happy reasons to reduce prices, promote a positive experience when shopping at your store. Give the impression that everything is great, the times are good, you are doing well and invite customers to your party. This works far, far better. Creating a positive experience, providing a bit of the dream, abundance, success, self satisfaction and a positive outlook on life. A good reason to buy.

Put on your game face, promote positivity and enroll everyone to join you in your positive attitude and be successful. Success invites company. Negativity supports withdrawal, hiding out… certainly not doing business. A great business man once said, “…all business is theater.” Put on a great show and the masses will come. Sell with negativity and you will get rejection. Be happy–it’s contagious!