Walking the Talk!


There is something about the way in which things are advertised that really gets me. I have a physical reaction to it. It’s almost like retching just before being sick. This feeling is so deep; I feel it touches my soul. What am I talking about? Well I’m talking about the way in which many people in business create a sense of scarcity in order to encourage people to buy. The way in which some marketers hike up the price and claim that things are worth 10 times even 50 times more than the price they are actually selling them.

What is it about our society that causes people to only want something if they believe they can’t have it or it is in scarce supply? It just feeds this want more, want it all mentality that is so prevalent and so harmful in western culture. If you don’t believe it is harmful, just look at the level of dissatisfaction, stress, mental ill health and crime in our communities. Always wanting more is not good for you on any level. How can you have peace and find contentment if you are never satisfied?

I have a theory: if there is a heaven and a hell, then they are in fact the same place. A land of paradise, where there is plenty for all. The difference is that those who experience it as heaven have found contentment and are satisfied with what is. On the other hand, those who see it as hell are always discontented and therefore, they experience it as hell because they always want more and cannot find peace.

There is a difference between striving to achieve and being continually dissatisfied. It is in the quality of the experience. When you strive you know what you seek, you set your goals and head towards them. Being dissatisfied is about wanting more without taking the time to appreciate what you have. It is direction-less because it is driven by what you see others having rather than your higher goals and desires for yourself and others.

All most all the marketing gurus and experts I have come across subscribe to the view that you have to create scarcity and basically incite our greed (as opposed to our need) response in order to be successful. If this is the case it is because we have conditioned ourselves to be this way.

In recent years there has been a growth in the philosophy of abundance, possibly the best known example of this is The Secret. Many business people have been attracted to this idea as a way of increasing the flow of wealth in their lives. However, how can you purport to believe in abundance when you sell through scarcity?

As far as I’m concerned if you’re not part of the solution then you are part of the problem.

Well I refused to do it. At One  Women Brand, the price offered is the price it is worth. I’m not going to pretend it’s going to go away in a moment if you don’t buy it now. I’m not going to claim that it is worth £1 million and then offer it to you for 50p.

I will only ever sell products that I sincerely believe in, that I consider have real value, that I believe will be of benefit to the people I offer them to and that the actual price is competitive. My discounts will be offered through economies of scale and they will be genuine discounts. There it is – old fashion, honest offers that respect your intelligence and honour our integrity to each other.

Are you fed up of being treated like a moron by being offered nonexistent discounts? If you use this pricing strategy did you ever try it the other way? What was the result? I’d love to read about your experiences.

image:Business Woman Welcoming You With An Open Hand by photostock

About Ola Agbaimoni

Known as "The Business Detective" due to her "Sherlock Holmes" like problem solving abilities, Ola works in partnership with her sister Carole Pyke, The Business Bard. Together they run Eélan Media, a new type of Business growth agency offering a forensic approach to business and a creative approach to marketing. As well as being an expert in business planning, training and development, Ola is also a certified coach, NLP practitioner; an accomplished author, speaker and presenter.

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