Consumers are more self-directed and skeptical than ever.  The perfect solution at the perfect price offered by the perfect company…today, I just don’t buy it.

Johnson & Johnson once created an antiseptic product that disinfected a wound with out any twinge or sensation at all.  It failed.

Why?  The testers determined that people expected to feel that slight twinge – it was a signal to them that the medicine was working.  When they didn’t feel the pain, they didn’t feel they were being healed.

Today’s self-directed consumer is a skeptic.  Fully informed, we don’t believe in a hassle-free, perfect offer.  We know everything comes with a slight twinge.

I, for one, know no company or product is going to be perfect. Increasingly, I resent brands or products that try to present themselves as such.

I know much of what I buy is either unhealthy for my body or the planet (often both).  Please stop saying that “love” motivates you to sell cholesterol laden burgers, teeth decaying drinks, or gas guzzling SUVs.

I know no product or service is going to get 5-star reviews from everybody.  Somebody is always going to complain.  People have different perspectives.  What’s great for one guy sucks for another.  If I see nothing but 5-star reviews I know I’ve found a liar.

I know salespeople are trying to move me to see things their way.  They dig for my pain points and tug at my emotions.  They care about my success; but they care about their success just a bit more.

I know an offer to good to be true is.

It’s very hard to fool me by being clever.  At some point you have to come clean…you have to be clear about what you do.

Online, I’m a researcher.  I take more time than ever to read reviews and compare offers.  I want the best, but I want transparency.

In the real word, clarity never illuminates perfection.  I expect that twinge…that wart…it tells me it’s real.

Clarity – the real thing.  That’s what sells today…the real thing…hey, haven’t I heard that in an ad somewhere?

It doesn’t matter.  No ad is going sway me.  You’re wasting your time with catch phrases and slogans.  I’m an informed, methodical, self-directed buyer.

Well, I’m thirsty and a bit tired.  Time for a break and an icy cold Coke.