A couple weeks back, I received a large solar yellow postcard (8.5 x 11) featuring an ad for a “system.” I call these large and loud postcards, Lemon Cards.
The construct of the ad followed a formula that was created by a well-known internet marketing guru. The ad was very “in your face,” and the price of the system obviously ended in the number 7 – as in $1,777.77. On the reverse side of the Lemon Card was a series of testimonials from individuals using this system – including multiple references to all the new found riches they were generating from their customers, clients, and patients.
I recognized two of the names of folks giving testimonials, including one who owns a business right here in my neck of the woods. For starters, let’s just say that this local guy has a less-than-decent reputation in the area. He’s been around for a while, but his older locations and business operation style have been, shall we say, cheesy – REALLY cheesy.
So here’s the funny part of this story: They guy with the business in my area (the guy whose testimonial is on the reverse side of the Lemon Card) has his town listed as being about 30 minutes from here. In other words, to avoid being recognized by other business owners receiving the Lemon Card in my area, the guy changed the name of the town where he operates his business on the Lemon Card!
While I do not know this particular person on a personal level, I do know that he has done a lot of local damage within his profession. Additionally, some of his former employees have also brought to light his unique style of business operation – sort of along the lines of a stereotypical used-car salesperson. Let’s just say that he has left A LOT of debris in his wake. Adding fuel to the fire is the fact that he has to lie about where he operates his business. This is a common practice when it comes to this style of testimonial, and at the end of the day, is nothing more than a smoke screen. That alone, makes a statement all unto itself.
To ME, this card was like receiving a lemon. How does the saying go? Oh, that’s right: When you receive lemons, make lemonade. And so I did.
I like testimonials, but I don’t like testimonials that gloat about how much $$$ someone’s making. Why? Because most of the time it’s just a bunch of garbage. If you have to sink to the point of continually referencing how much more revenue your generating, in a cheesy postcard that is sent out to your peers (and may even be viewed by prospective customers, clients, and patients), then you are not only stupid, but you are desperate for recognition and approval. Somebody needs their teddy bear.
Okay…so I circled the guy’s testimonial and put it up in my office for all to see. You see folks, as a person who knows who he is (ME) and who has a certain level of integrity, I have a problem with folks who come across as caring and genuine, but then go “back behind the curtain” and reveal their true selves. That just doesn’t sit right with me. I can either let it be and hope that karma does its thing (LOL), or I can take care of business. I ALWAYS choose to take care of business. Otherwise I don’t sleep at night. Most folks, on the other hand, operate on a level of “It’s not my problem…that’s negative energy, blah, blah, blah…” Really? It’s negative energy up until the point that someone (like the testimonial guy) screws over someone close to you. THEN it won’t be negative energy, right?
The testimonials that I have from people who use my material do not focus on how much more money the individual is making than he/she did prior to using my system. First, as I stated earlier, claims of big money usually raise a red flag. Second, it really doesn’t say a lot about yourself to your peers – especially if they wanted to refer a customer, client or patient in your direction. Would you send someone to a colleague who you KNEW was more about the money than the service? That’s like shooting yourself (and your reputation) in the foot.
One of the other testimonials was from a person who operates a business in another state. This person is known to tell people how successful she/he has been over the years, yet – in this person’s testimonial, the claim is that this individual just hit a financial windfall that isn’t only unimpressive, but nothing new to people who have been following “other” systems. But again, this person’s claims (testimonial) focus on money, money, money – not how this person has been able to provide a better service and/or live a better life.
There is a second, equally important point that arises from this blog post: How YOU live your life.
The local guy who was referenced in the testimonial has the reputation of being a scuzz ball. I don’t know this person, and I don’t have anything against him. What I don’t like is the mass of destruction that he has created. If it were just one customer who felt “violated” by this individual, then I was simply pass it off as an isolated bad experience. But that’s not the case. The testimonial is a “surface representation” of how he lives his life, and a deeper representation of his headspace. Try as he will to put perfume on poop, still – his inner core continues to bleed through like a stain on a wall that no amount of paint can cover.
I believe that most people CAN change, but I KNOW that change doesn’t happen by reinventing how you operate your business, what clothes you wear, or where you live. They used to say that wearing a suit makes you less likely to behave badly, but that actually turned out to be invalid. It’s nothing more than an urban legend. A scuzz ball is a scuzz ball – whether he’s in jeans or an Armani suit. It doesn’t matter.
Affirmations, hypnosis and the like, will not change your modus operandi. The only people who will tell you that this is possible, are the folks who just so happen to be selling affirmation programs and professional hypnosis services.
What’s funny is that the service that the local testimonial guy is selling is supposed to be on the upper end of his profession, and yet – even that hasn’t changed who this guy really is deep down inside. His stain still bleeds through. If your stain seems permanent, then you NEED help. A course from a popular self-help guru won’t do it, but I don’t blame you for trying that route. Just don’t call me afterward, crying that you need my help.
IMPORTANT: I made a commitment to help people with issues. My HEADSPACE SEMINAR is my offering, and it’s up to you to be there in Las Vegas on October 8-9, 2010. Your circumstances (if you can’t make it) are not my problem. They are your problem. Registration for the Mind Virus HEADSPACE SEMINAR closes this Thursday, September 23rd.
Have A GREAT Day!
…Dr. Marc Swerdlick