by BRIAN WELSH
Recently, I had a conversation in which the phrase “the power of positive marketing” came up. This statement alone makes a bold point. Could you imagine if it was the “the power of negative marketing”?
We all probably know people who are always optimistic and never have a bad day. We all also know people who are pessimistic and to whom everything is just a pain. Who would you rather be around? Who would you rather have creating, marketing and/or selling your products? I often feel energized and feel good after working with the people who just simply think in a positive manner. More importantly, I enjoy working with those individuals who are always thinking, always energetic and always one step ahead of everyone else. It certainly gives me something to shoot for and certainly brings out the competitive spirit.
With the economy the way it is, we certainly need to be thinking in a positive manner. In our April issue, Joe Calloway offered some insight for better positioning our businesses (see feature on page 48 of SHELTER April 2002) and offered some comments about thinking outside of the box.
There are all kinds of doors on the market as well as different kinds of hardware on the market, ranging in different prices. Consumers can have the top of the line in both doors and hardware, or they can have the basic door with the basic hardware. No matter which one we have for our home, these material objects give us a sense of security, a sense of style, a sense of satisfaction and a sense of decoration, just to name a few. Plus, we have recently read that studies show that the front entranceway of a home can not only leave a lasting impression but also increase the selling price of a home (see article on page 16 of SHELTER March 2002).
OK, with all the above in mind, what do these material objects really offer us?
It was a question that I was tossing around (trying to think outside the box) when I arrived at home one evening and it finally hit me. I think the best way to describe it to you is the same way the credit card’s current advertising campaign does:
• Cost of hardware: $400
• Hiring a contractor to install door: $1000.
• Cost of door: $1500
• The joy of having my 3-year-old son and one-year-old baby meet me at the front door after a long, hard day of work: Priceless!
The point being is that whether we have been in business for one year or for 30 years, we need to stay fresh and open-minded. You are not just supplying a door and a piece of hardware. You are supplying a piece of the American lifestyle! It is like the door is the apple pie, and the vanilla ice cream is the hardware. Put it together, it’s apple pie ala mode, or to me, it is the last time I get to see my kids, and more importantly it is the first place I see them when I arrive home again!
So stay positive—it just may be contagious!
Have a great day!
Brian Welsh, Publisher
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