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The Bible is widely believed to be the bestselling book of all time. With more than an estimated 5 billion copies sold (according to the Guinness World Records), the Bible leaves all other books in the dust.
For comparison, J.K. Rowling’s Harry Potter and the Philosopher’s Stone has sold only a fraction of that — 107 million copies.
The reason why the Bible is the bestselling book of all time is probably because it deals with a theme central to the lives of ALL human beings on earth: good versus evil.
No matter what your spiritual or religious orientation is, every human must come to terms with this core theme: “Will I choose good or evil in this lifetime?”
It’s an ongoing question that must be answered every minute…every hour…every day…every year. No one can hide from it.
I see good and evil more along the lines of growth or decay. If something isn’t growing, it’s dying (decaying). And therefore, evil is anything that decays the human body, mind, or spirit.
Life is always moving in one direction or the other. It’s NEVER stagnant, even if it feels stagnant.
If you sell organic products, all you have to do to boost sales is start talking about good versus evil in your industry.
You don’t need to use that exact language – but start thinking about how you can position your GOOD products against your competitors’ BAD products.
For example, which level(s) of decay are your competitors promoting?
Expose that decay in your blog articles, YouTube videos, and email newsletter.
Humans can experience decay on multiple levels. For example:
- physical decay — eating food or drug products that decay their organs and cells over time
- mental decay — plopping their ass down in front a TV screen for hours and consuming fear-based information or drama-based shows that decay their ability to think clearly
- spiritual decay — engaging in shallow or meaningless activities that numb or decay one’s moral spirit and enthusiasm for life
What sort of decay are your competitors’ products bringing to the people who use them? Talk about THAT in your marketing. Then contrast that with how your products create more life / growth / good in the world.
This will set you apart from other organic companies who are merely droning on about benefits or nutrition – or who are merely posting pictures of beautiful/colorful organic produce (yawn), thinking that’s enough to get their message across.
Make the battle between good and evil a key theme in your marketing.
Publicly taking a stand for good is a huge way to set your company apart.
Talk soon,
Michelle
Michelle Lopez is a writer, editor, and copywriter with a BA in English/Creative Writing from the University of Colorado at Boulder.