What have Tesco, The Sun newspaper, British Airways and Manchester United got in common? The answer reveals something fascinating, and counter-intuitive about what it takes to make a great deal of money. Understand and harness this for yourself and it could transform the fortunes of any business or enterprise you’re involved in.
So what’s the link?
Well in a recent poll carried out by Joshua G2 on behalf of Marketing magazine, each of these companies was voted the most hated brand in their market sector. Tesco was the most hated supermarket brand; The Sun was the most hated newspaper brand; Manchester United was the most hated football brand; and British Airways was voted the most hated airline brand.
Puzzling isn’t it? You see there’s little doubt that each of these is also the most successful brand in their market sector. And the mist only starts to clear when you discover something else…They were all voted the most loved brand in their sector at exactly the same time!
So what’s going on, and what does it tell us about success?
Well the key point here is that each brand has created an impact. They’ve created an emotion in the hearts and minds of potential customers. People know who they are and they have strong feelings about them. Some of this feeling is strongly positive, while other is fiercely negative. There’s a polarity to it. There are many other brands that provoke no hatred at all, and poll a lukewarm level of approval halfway down the loved list. But they’re not nearly so successful.
Strong feelings and emotions are essential if you’re to rouse potential customers out of their passive state into spending money with you. People rarely part with money unless they’ve had their emotions tweaked in some way. They have a strong emotional attachment to their money. They know what they had to do to get it. And they’re not about to part with it to an organisation that doesn’t impact on them at an emotional level.
The upshot of this is that polarising opinion about you and your business is no bad thing. Of course you’d prefer it if everyone loved you. But it’s far better to have half the world thinking you’re the best thing since sliced bread and the other half thinking you’re the devil reincarnate, than it is to have everyone thinking you’re okay. People rarely spend their money on ‘okay’.
In my own business, I never set out to polarise opinion, but it just happened. I know that some of the products we sell are a little controversial, and hard as it is for someone of such delicate sensitivities to admit, I know there are a significant number of people out there who don’t like us very much.
But then there’s the other side of the coin…
For everyone who despises us because we sell books on gambling or avoiding speeding fines, for example, there’s someone else who’s strongly attracted towards us for the very same reason. An easier route would have been to stick to non-contentious subject matter, but it wouldn’t have been nearly so profitable – or nearly so much fun.
I suppose what I’m saying is that there are two routes. You can either be mildly liked by everyone, and make a living, or loved and hated in equal measure and make a million. It’s not quite as straightforward as that, but heck…
Sitting on the fence never got you loved, hated, or rich.
Dear Streetwise Customer,
Once or twice a year I receive exceptional quality information and a few months ago one of these rare and very special documents landed on my desk.
It revealed an amazing system which is making its author an absolute fortune and a large sum of money was asked for in exchange for the information.
An agreement was reached whereby I could share the information with Streetwise customers, but first I insisted on ‘proving’ the system and so I asked 25 of my customers to test this for us.
The results have been nothing less than astonishing. Every single one of my 25 testers has reported fantastic success!
Consequently I signed the deal and now I am delighted to be able to share this information with you. Please do not pass this on to anyone else because this information truly is TOP SECRET. It is just for you and Streetwise’s best customers and no-one else.
We authorised just 50 copies to be printed for our best customers only. At the time of writing we only have 16 copies left and one of these is waiting for you to claim it.
For full details CLICK HERE
…and you’ll discover why I am so excited about this incredible winning system and what’s going to happen next.
“Every Signal so far has been a winner, that is for the time I have been using it which is 21 race days. It is solid and when I place the bets this system throws at me I just place them and walk away for the day. You don’t get lot’s of bets, and they only take 5 minutes max to spot anytime after 9 in the morning.”
– D Lean
“The program I bought in July is so very simple to run and is consistently proving to be a money spinner. I have never before found a system to equal this one.”
– C A Davies
For full details visit: