The Mafia don't have a website. They don’t have a brochure either. Nor do they have flyers, business cards, email signatures, TV ads or any of your typical marketing material. They don’t even have a real social media presence either. They don’t canvas at universities for top graduates, they don’t place recruitment ads on LinkedIn, they don’t have banners and they don’t hold marches. So how do they get new members?
They sell a belief system that attracts a certain type of person who is prepared to believe.
The same goes for the National Rifle Association (NRA). They don’t sell a physical product. The NRA sells the belief that an ordinary American citizen has the right to bear arms. Doesn’t mater what type of gun, just as long as you can have it.
Donald Trump isn’t selling the idea of him being president. He’s selling the belief that voting from him is the right decision. If Trump wins the election who really knows what he’ll be doing? You can’t follow him around as he goes about his duties and you can’t attend his clandestine meetings. Do his voters really care what he is doing three years after the election? Most likely not. Why? Because they weren’t sold a president in the same way they get sold a car or a vacuum cleaner; they were sold the belief that they made the right decision.
At the end of the day isn’t that what we’re all being sold?
The thing is I wrote the above paragraphs yesterday morning before the bombings in Brussels.
Belief is a terrible thing to sell and it’s an even worse commodity to purchase. It can be manipulated and twisted for the wrong ends; it can make monsters of people, legends of men and morons from the masses. But the truth is we choose what we believe in. I don’t believe in Christ but I believe in Apple. Why?
Is this the power that marketing and advertising has?