Image is important for marketing, and no image sells better than that of success.
The simplest way to market success is to appear wealthy. People are naturally attracted to wealth because it is often in their self interest to connect with people who can access an abundance of resources. Never mind what actually happens if and when they do have the opportunity to connect -- the image of wealth continues to sell.
However, one need not have an incredible amount of wealth in order to market success, because success is not defined by wealth but by the accomplishment of a desired aim.
Despite the hardwired reaction that many people have when faced with wealth that is significantly greater than their own, people really do want different things.
For example, health, friendship, and freedom are just a handful of common desires.
Or in Mark Zuckerberg’s case, a better world for his daughter to live in.
I’ve been thinking about success quite a lot these days. I think it’s important as a fully formed adult to have a personal, defined marker for success, because as Nelson Mandela said, "After climbing a great hill, one only finds that there are many more hills to climb."
One hopes that after climbing a great hill, it would be clear that a success had been achieved, but it's just too easy to feel like success remains always just beyond our reach as the life continually demands more from us.
Success is personal, and there is no such thing as a big win that seals the deal and makes you feel successful permanently. There’s just every day that you're alive. So, knowing your definition of success becomes incredibly important.
I’ve come to the conclusion that as long as I’m doing what’s best for my family, then I am a success. I feel really at peace with that conclusion. Doing what’s best for my family can entail any number of things in the uncertain future. I’ll have to face every day with all the best that I have to offer.
Is it hard to market this definition of success? Not at all. It's actually one of the most powerful marketing themes that you will ever come across.
Have you seen this insurance commercial?
I’ve watched it three times and cried each time. It's a great example of marketing success.
What is your definition of success?