I was sitting on the beach, enjoying the sun and watching the surf.
For a portion of time my grandfather was training my uncle’s new Doberman Pinscher. A young dog. Being that my grandfather trained dogs in the military during the Korean War – he handled it well.
At this point my mind got to thinking…
Dogs can be trained one of two ways. Through the breaking of will (overpowering the dog) or incentives (treats).
Companies do the same when marketing their business. They either advertise and push their way onto the public through brute force (breaking of will) or produce such excellent products and services that you have no choice but to purchase (incentives).
And that, right there, is the lynchpin. No choice.
When companies and their marketers combine the breaking of will and incentives, the public seemingly has no choice in avoiding the product being pushed. It’s almost futile to resist in some cases. We all love a good incentive – and when we’re pushed towards that option, we’re powerless. Just look at the success of McDonald’s.
The question comes down to a purely moral conundrum.
Will you sell through the use of incentives or brute force, and is one right over the other?
As for me – I’m going to sit back and watch my grandpa a little longer – and see what “Duke” the Doberman enjoys more.
Beach photo by Lozula who blogs at Finding The Universe.
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"You’re such a smart boy!" were his first accolades heard. So, it’s no wonder that this phrase became the title of his business, Smart Boy Designs.
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{ 15 comments… read them below or add one }
Hmm, I was hoping to use hypnosis instead
Peter
Peter Fuller recently posted..How to obtain the Entrepreneurial Mindset
Twitter: smartboydesigns
August 26, 2011 at 8:36 am
Well, there’s always that option, Peter.
Hypnosis. LOL.
In a business world of balance… i say there are times when one or the other is needed, depending on the circumstance.
Personally…. giving me the treat always wins.
Laurinda Shaver recently posted..My assumptions questioned. Daily.
Twitter: smartboydesigns
August 29, 2011 at 4:25 pm
The treat. Hypnosis. Anyone looking to convince Laurinda should certainly be using both. And maybe chocolate and a glass of scotch!
You know me TOO WELL!!
Laurinda Shaver recently posted..My assumptions questioned. Daily.
Twitter: adriennesmith40
August 27, 2011 at 9:16 am
Ah, you know I go for brute force! lol… NOT!!! Incentive my friend, purely incentive.
I have no doubt your grandfather had that dog doing anything he wanted by the time your day was done. I bet that was really cool to see. Glad you guys enjoyed the day at the beach. I’m jealous…
Adrienne recently posted..With A Little Help From My Friends
Twitter: smartboydesigns
August 29, 2011 at 4:26 pm
He sure did! Those trained in the military often know their stuff. What are the beaches like in Texas?
For me selling through the use of incentives creates a much greater impact on customers. I look at apple for a company that uses brute force to sell. Steve was not bothered about offering incentives to his customers. For that one reason alone he would not be spoken well of.
Eddie Gear recently posted..11 Tips To Boost Your Direct / BuySellAds Revenue
Twitter: smartboydesigns
August 29, 2011 at 4:27 pm
Apple surely used both. Mass ads (still in use today) are purchased and promoted. Remember when the first iPod advertising campaign came out, and there were the silhouette people smacked on almost every billboard, bus stop and bench? Amazing stuff right there. Such a vision they carry.
Twitter: MattGron
August 28, 2011 at 1:47 pm
Thanks Christian! Great post and very thoughtful. Some things struck my mind when I read it.
I don’t think the gap is so big between “breaking of will” or “incentives” today. Because if you should succeed you need both marketing and a excellent product/service.
The most important thing is to put yourself in the customers seat first. You discover your customers intrests by listen to them. Listening also gives you influence and makes it possible to win hearts. You can’t guide anyone with your “marketing” or “treats” if you don’t understand their “desires” first. Every successfull entrepreneur or sales rep knows this, that’s why they are successful.
The market will not knock on your door and nothing sells by itself..
Mattias Gronborg recently posted..E-mail Marketing Evolved 2011 #eme2011
Twitter: smartboydesigns
August 29, 2011 at 4:30 pm
Love those thoughts Mattias. What are some ways to listen to customers? In days past, it was solely the “comment box” you’d see at brick-mortar businesses. Nowadays we have social media, and much, much more.
As a person and a customer, I think I react a lot better to incentives than I do to someone/a company trying to shove something down my throat… That said, they can both be effective methods. Did you end up figuring out which one the pup liked better?
~Laurie
Twitter: smartboydesigns
August 29, 2011 at 4:37 pm
The pup responded well to both. The use of treats, as well as brute force. The “brute force” technique involved the dog trying to reach for something, but my Grandfather simply using the leash to “pop” back the dog back to a neutral position. No harm, but effective.
I think you make a great point. Both techniques seem to work well in order to produce a “reaction” from not only the dog, but us, as customers.
You make some great points! In some ways, corporate America sure gets us as close to possible to being dogs.
Twitter: smartboydesigns
September 1, 2011 at 3:00 pm
Being dogs by corporate America. I like that thought. Could be a book title too…