No Doubt About It–You Can Market Anything

Came across an interesting book. Haven’t read it yet, but what I read about the premise reinforces the idea that you can indeed market anything. The title of the book, Doubt is Their Product” comes from a fascinating document written by a cigarette executive in which he says : ‘‘Doubt is our product since it is the best means of competing with the ‘body of fact’ that exists in the minds of the general public. It is also the means of establishing a controversy’.

While cigarette companies and pesticide companies are busy marketing doubt by challenging the lack of iron clad definitive proof that their stuff is bad for us, financial firms are marketing fear.

One of the more clever campaigns is a granny dressed as a greeter in a Walmart style smock, “Have a Nice Day” pin and all, with the tag line, “Is continuing to work part of your retirement plan?”
No doubt about it. You can market anything.