Tom Bonner, 35, the weatherman, who has been with KARK-TV in Little Rock, Ark., for 11 years, remembers the time a burly farmer from Lonoke, with too much to drink, walked up to him in a bar, poked a finger in his chest and said: “You’re the one that sent that tornado and tore my house up… I’m going to take your head off.”
Funny, that, right?
How people, who obviously should know better, still associate bad weather, with the person giving the weather updates.
That association is very strong in our society.
Think of all the sports fans who feel inferior to rival fans when their team loses a game? As if that loss, is a reflection on them, personally.
That’s the power of association.
Even a famous actor playing a Doctor in a T.Vee ad will get more of a positive response, than a real Doctor.
Remember Ivan Pavlov?
His dogs salivated every time he rang a bell, because they associated that sound with food.
This association thing is everywhere.
What has this got to do with MY marketing?
Well, just about everything is all.
It’s all about positioning.
Something you have full control over.
Watch what you associate yourself with.
Maybe you promote affiliate products to your email list without ever buying the product yourself, to test if it’s any good. That association could very well be enough to have a whole bunch of people never ever trusting you again.
Maybe people associate you with a cheap product seller, and therefore, never see you as anyone who sells quality.
What about when you use hype in your communication because others do it?
That’s certainly something you don’t want people to associate you with. You know, associating you with the riff-raff of our grubby little industry?
I’ve seen respectable marketers use the words “ninja” and “Samurai” – and other such words in their marketing.
Okay, that may be fine for you, but me, Personally? I automatically associate people who use such words in their marketing, as charlatans.
Yep, association is very powerful.
What about if you ONLY sold high priced products?
Is it possible people would associate you with a person who sells JUST quality products?
Yes, of course, higher priced products are automatically associated with quality products.
What about when I write emails and I use the word “fuck”?
Some folk will associate that with being unprofessional.
Others will associate it with being authentic.
Interesting, isn’t it?
So, what are YOUR prospects and customers associating YOU with?
Do they even associate you with anything positive?
Worth thinking about, right?
I think so.
For more positioning insights than you can shake a big fat stick at, go here and get your brain train on…