When I was in college in the early ’70s it was common for women not to shave their legs or wear make-up. We guys professed a liking for the “natural woman”. One day I noticed that my girlfriend looked remarkably striking. As I starred, I realized she’d put a touch of color to her eyes and lips, and added a bit of curl to her hair. I started to rethink my position.

When I first read Norm Brodsky’s piece saying marketing is a waste of money I agreed with him whole heartedly. But after reading his response to readers [not posted on their site yet - pg 63 March 2006 issue] I still agree, but I’m starting to refine my position.

Since college I’ve noticed many women whose makeup turns me off, and makes them less attractive than they could be. Marketing is the same way. It used to work (maybe heavy makeup did too). But now we’ve become more than immune to it, we resent being marketed to. It seems patronizing. And breeds distrust.

However, as any business owner knows, if you just build it they won’t come. You need to get the word out – but in the right way. A way that’s genuine and trustworthy. I see nothing wrong with presenting yourself in the best light possible. What’s ironic in marketing (and probably doesn’t work with makeup) is that acknowledging your faults and what you’re doing to improve them can actually present you in a better light than trying to hide them. Studies have shown [don't you just love that phrase?] that when you acknowledge a customer’s complaint and solve the problem right away – they become more loyal than customers who never had that complaint.

Marketing is Like Makeup Take-aways:

• Your company has to be instrinsically attractive to customers. Start with providing actual value (as your customer defines value). For many companies you can stop right there.
• Getting the word out in the right way – a touch of marketing – will enhance your natural beauty/value and can be a good thing. Never expect that this will make up for lack of value in your customer’s eyes.
• Too much or the wrong kind of marketing is actually worse than none at all.
• It decieves your customers and yes, this used to work. People are smarter now. They have tools like the internet and they aren’t afraid to use them.
• It hides and distorts your true value as fashion makeup can make someone appear uglier than they are. Lovers want to kiss the person, not the Maybeline.
• It distracts you from what you should be doing – providing value as your customers define it. This can waste a lot (A LOT) of money, and worse make you confuse the definition of success.
• And did I say it can waste a lot of money?