Here’s the REAL story behind the Consumer Revolution…
Most business owners assumed that spending dried up due to the Global Financial Crisis (GFC) of 2007-2008.
Times suddenly got tough for everyone… but especially for LOCAL small business owners.
Unemployment and interest rates rose. People stopped buying. Businesses closed. Buildings became vacant.
The sky began to fall.
That’s the popular view, anyway…
The truth is, businesses had been struggling for years, especially in local shopping strips. Customers — in particular loyal, repeat customers — had become increasingly hard to find for more than a decade. A pivotal trend had been growing, steadily and silently, unnoticed and ignored.The GFC simply catapulted that trend into public awareness, suddenly and dramatically … but it didn’t cause it. It was merely the CATALYST (figurative): a person or thing that precipitates an event (example: the widespread use of mobile phones was a catalyst for the domino effect of the “Arab Spring” revolutions across the Middle East.)catalyst that triggered the convergence of TWO unrelated trends at the same time — and most business owners mistakenly assumed that they had a direct, cause-and-effect connection.
What was the first seismic shift?
It was the relentless erosion of trust of sellers (especially advertisers) on the part of consumers who, fed up with the relentless deception, manipulation and abuse by predatory, parasitic sellers over decades, were looking for simple, effective ways to claw back control of their own buying decisions. This was a long-smouldering shift in consumer attitude that hadn’t yet found a satisfactory outlet.
It was no longer The dreaded “morning after” syndrome when you realise that your emotional responses have been manipulated and exploited by yet another sleazy, deceptive seller.“Buyer Remorse”. This was Buyer Revenge!
And the second seismic shift?
The evolution of Web 2.0 and mobile phones into a powerful, consumer-led movement with the advent of massively-popular social media, social networks, new-generation mobile devices, local search, review sites, group-buying and daily deals services finally delivered the practical, reliable and affordable ability needed to embody and implement the newly-assertive attitude of consumers.
Whenever timely opportunity and new-found ability meet the volatile attitude needed to ignite them, that explosive combination typically leads to revolution!
Alarms bells should have begun ringing, loud and clear, in April 1999, with publication of The Cluetrain Manifesto. This amazingly accurate set of 95 theses set out all of the real reasons why today’s chaotic business landscape, especially in retail, has seen businesses of all kinds and sizes decimated as consumers have seized control of the market place. Download this FREE edition (at just 8 pages it’s a very short read). You’ll be astonished by how accurate its insights and predictions are, and how they anticipate the rise of sites like Facebook, Twitter, Google, Yelp! and more, as well as the advent of smart phones. Right-click and “save link as…” to download your copy now
Alarms bells should have begun ringing, loud and clear, in April 1999, with publication of The Cluetrain Manifesto. This amazingly accurate set of 95 theses set out all of the real reasons why today’s chaotic business landscape, especially in retail, has seen businesses of all kinds and sizes decimated as consumers have seized control of the market place.
Download this FREE edition (at just 8 pages it’s a very short read). You’ll be astonished by how accurate its insights and predictions are, and how they anticipate the rise of sites like Facebook, Twitter, Google, Yelp! and more, as well as the advent of smart phones.
Right-click and “save link as…” to download your copy now
The Bottom Line: Abusive sellers (especially Current research shows that fewer than 14% of people trust advertising — and advertisers.advertisers) had over-played their hands and alienated their target audiences. At the same time the rise of social networks, new mobile devices and local search occurred, leading to a peaceful revolution — and a brilliant opportunity for MARKETERS who are not just opportunistic SELLERS (who think “marketing” is nothing more than a less-offensive — ie: more deceptive — word for “selling”. REAL marketers.
This revealing Insight Report explains what really changed the marketing world from what we’d always known into the rapidly-changing, confusing, frustrating, frightening place it is now for so many business owners and sellers… and how YOU can fix it!
PS: Why have all those vengeful, returning chickens — and the widespread destruction they’ve been wreaking — been so quiet? There’s hardly been any noise at all.
Answer: Most sellers had also evolved. They still practised Any seller who believes they can control the outcome of a sale by trying to control the thoughts and actions of the buyer practises Suicide Selling (a form of Terminal Stupidity)Suicide Selling, but had given up the more obvious You “crash through and burn” to destroy buyer resistance — but you also destroy the underlying relationships that ensure any future sales or referred sales. (Dumb.)“Kamikaze Selling” of the 1950s to mid 1980s for the less obvious (ie: more deceptive) You sloooowly disembowel yourself by the “Death of a Thousand Cuts” — constantly abusing the very customer relationships that ensure your continuing survival. (Dumber!)“Hara Kiri Selling” (or “Sepukku Selling”).
The outcome was still inevitable… the gradual demise of the deceptive, manipulative, abusive seller and advertiser.
Abraham Lincoln put it succinctly: “You may fool all the people some of the time, you can even fool some of the people all of the time, but you cannot fool all of the people all of the time.”
Perhaps an even more appropriate analogy — for abusive, opportunistic sellers, at least — is to be found in the final stanza of T S Elliot’s 1925 poem, “The Hollow Men”…
This is the way the world ends
This is the way the world ends
This is the way the world ends
Not with a bang but a whimper.