Saturday, February 6, 2010

Are you buying a dream and not a product?

Recently I came across a new and strange way of marketing (at least for me). Let me first describe how it takes place. One person buys a product from a given list and becomes a member of the chain. He makes two members, each of them has to buy one product out of the standard list of options. And then, the process goes on. The first mentioned member will get an amount as soon as his subordinates make two members each.

What is more interesting is the way you are introduced to the process. A friend of yours or someone who knows you properly or someone who just came to know you recently asks you to attend a seminar. You are promised that the seminar is going to be quite educative. Now, who won’t be interested to get free education? The greed of getting education free of cost takes you to the seminar hall. And shockingly, what you see is a handsome, powerful speaker who is there to tell you how you can be a millionaire within a few years. He will give you all the examples of rich people, convince you that this is not a member-making scheme from which everyone runs away. The effective leader introduces you to the process while giving you examples of people who have already been benefited by the scheme and proving how other people who are not a member are living a worse life than those who are members.

What is even more interesting is that your friend who took you there was instructed that he would not reveal the entire thing before you. Maybe it was feared that he wouldn’t be able to leave a mark as effective as the experienced speaker could. Though your friend has cheated on you and violated your citizen rights by not informing you about where you were guided towards, he will try his best to convince you that he is your well-wisher and that he wants to see you as a rich man, without any sign of repentance on his face.

Anyway, the only thing that remains in your mind is that one can be a rich person within a few years by being a member of the scheme. And, you buy a product to become a member. And advertise the product to two more customers whom they term as members and even employees. If you think that the product is something as small as a pen or pencil, you are totally wrong. It will be something like a vacuum cleaner or washing machine costing you as much as thousands of rupees. But, anything to become a millionaire in few years is always welcome!

What is missing here, in the whole description, is the significance of the product. I am not saying that the product will be of low quality. But, did you need that now? Did you have any plan to buy that now? Even if it’s a big NO, you had to buy THAT. By the word “THAT” I didn’t mean the product, but ‘a dream to become rich’. Yes, you buy a dream to become rich, at the same time, you buy an accountability to lie to your friends that you will buy dreams for them too. By the way, just imagine, how smart you have to be to convince your friend that you want him to become successful when you think, he is a step of the ladder to your success.

The point here is to avoid being consumers unconsciously. If we want to buy something, we will buy it on the merit of the product complemented by the intensity of the necessity. And finally, what they say on TV, Jaago Grahak Jaago (consumers, be alert)!

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