Sunday, January 20, 2019

Who uses Gillette razors? Biff or Marty McFly?

Hey there,

Have you seen the new controversial Gillette ad?

Lots of people are talking about it.

I had to check it out.  You can find it on YouTube here: 
If you read the comments or notice news coverage, you'll see that lots of people are really excited or angry about this ad.

When I first watched it, I didn't think it was anti-masculine at all. 

I thought it came across as anti-meathead.

Remember Biff from Back to the Future?  The bully who was always chasing after Marty McFly?  That's my idea of a meathead.

Nobody likes Biff.  Not even me. 

One commentator on YouTube described the video as '3rd wave feminist propaganda seeking not to achieve equality but rather to change the behavior of men.'

Well, I can tell you that since David was a little boy, men have been telling me not to bully, fight, pick on girls or, generally, be a dick.

Most men already try to teach boys to be gentlemen - Otherwise, we'd be living in a crazy Mad Max world and I'd have an awesome homemade dune buggy, a cool gun and a wolf companion that I tamed from the wilderness.

So that's not quite it.

Let me tell you what the video is really about... Desperation.

This is a commercial- the creators are trying to sell razor blades.

I didn't see the ad until I started seeing comments about it on my Twitter feed.

Because I don't watch TV.

...and that's a problem for major consumer brands like Gillette and their owners Proctor and Gamble.

How do you sell mass-market products in a world where it's getting harder and harder to talk to everyone all at once?

I don't have that problem. 

I speak to you directly.

We have a relationship. 

I run a small business.

Regardless of whether you're a Biff, a Marty McFly or a #metoo victim, do you know what you need?  Likely some of these things:
  • tires for your car
  • a new haircut
  • a pepperoni pizza delivered late at night
  • a limo ride for your daughter's prom night
  • siding for your new garage
  • someone to fix your pipes
  • a crew of guys to pave your driveway
Proctor and Gamble can't sell you any of this stuff.

Get it?  Small business has just as much opportunity to reach their target market as the big guys now.

They need to take bigger and bigger risks to cut through the static.  They risk losing customers in the attempt to reach just a few more.

Take control of your own future. 

Buy a business of your own that already makes you money on day #1.

Especially if you work for Gillette. ;)

Sign up for my online course, Business Buyer Advantage, and let me show you how you can avoid risk by buying an already successful business.

It's step #2 over at



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