I hated high school.
You had your cliques.
And everything seemed like a popularity contest.
I remember one time a friend and I were at Burger King.
Another group I sometimes hung out with came by and told me, “Oh, you’re with nobody.”
That’s about as rude as you can be, but back then I was shy and was left speechless.
My response today would have been a whole lot different.
But it illustrates the mentality of where I grew up.
Sadly, not a whole lot changes.
Sure, in ‘adult’ society people are usually more polite than this.
But the attitude is still there.
All you have to do is look at politics. Are the chosen candidates the most intelligent, most emotionally stable individuals we could find to run our country?
Or is it still primarily a popularity contest?
Celebrities and professional athletes endorse candidates and recommend products. How does the talent of acting or dunking a basketball qualify someone to judge who would be the best leader of the country or tell us what products to buy?
It doesn’t. And that’s the point.
It’s not about qualifications.
It’s about status.
That’s a forgotten element in marketing.
Is it likely there are better chefs out there than the celebrity chefs?
What about psychologists…contractors…etc.? Are the ones on TV the most skilled in their field?
Oh, I’m sure there good. A certain level of mastery is required.
But after that point, it becomes more about status.
It’s about how they position themselves.
It’s about the personal brand they’ve built.
It’s about who people perceive them to be.
You’re paid more for who you are than what you do.
Rolex, Porsche, and Birkin bags are all high-quality products.
But their price is also determined by the status they convey to the user.
“We buy things we don’t need with money we don’t have to impress people we don’t like.”
This quote has been attributed to a lot of people including Dave Ramsey, Will Smith, and others…all the way back to Robert Quillen in 1928.
It’s about status.
It’s why people tear down those who are more successful than them.
And it a subtle influence behind many purchases…especially of premium items.
How are you taking advantage of the power of status to help you grow your business?
I’ll be accepting a few new one-on-one clients in September. Join the list here if you want to be notified when those openings are available.
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