Why Buying a "Boat" is Bad for Marketing
All the U.S. car companies are now promoting employee discount prices. If you are tempted by this fire sale, whatever you do, don't buy a "boat." This is a huge, expensive car that most professionals justify as "needing to impress the clients." In my opinion, owning a boat sends the totally wrong marketing signal.
Owning a boat says:
- I'm rich as Croesus and privately look down on people with less money. This car cost $60,000, which may be as much as you earn in a year. I got the money from fees that suckers like you pay me.
- I took my home equity line up to the limit to buy this overpriced car, and I'm irresponsible with my own money. Can you imagine how I'll handle your money?
- I'm totally into status, prestige and conspicuous extravagance. Developing a relationship with you is secondary to that. I want you to view me with awe, not trust.
The car drives like a pig, so I know nothing about cars. It may have 290 horsepower, but it weighs 4,000 pounds. It's like driving a living room around. If I'm that stupid with a car, imagine how good my professional skills are? - I drive an old man's car, so I guess that makes me one. I want squishy handling, ravenous gas consumption, and no feedback from the road. So do you think I want any feedback from you? I'm too old to care. Imagine how old my professional skills are?
- I like a car that's almost 5 feet tall. Makes you feel kind of small doesn't it, shorty?
- The turning circle is about 40 feet, so people better get out of my way. I'm not very nimble and demand a lot of space. It kind of reflects the way I practice my professional. So look out, small fry.
- Sure the car is a gas pig and gets about 15 miles per gallon on premium fuel. But what do I care? Let other people buy fuel-efficient cars, so there's more for me. By the way, my fees are kind of like the price of oil, if you know what I mean.
- Yes, I know that mafioso and pimps drive this kind of car, but they're not admitted to practice my profession. People don't look at them and me in the same way, do they?
You have to wonder when the car companies are begging people to buy their products. Wouldn't it make more sense to build ones that customers will stand in line for.
On another note, is owning a kayak, a trimarian, a canoe bad for marketing? If it is I'm in trouble.
You have to wonder when the car companies are begging people to buy their products. Wouldn't it make more sense to build ones that customers will stand in line for.
On another note, is owning a kayak, a trimarian, a canoe bad for marketing? If it is I'm in trouble.