Monday, February 10, 2014

In case you were wondering...

Everyone knows that I heart the farmers market. It’s full of love – good food and good people. On a crisp Saturday morning in winter, there’s no place I’d rather be. 

But there is a “market” word that I don’t much care for.  It gets stuck in my throat when I try to speak it.  Is it just me, or is it a lewd word? We all have words that make us uncomfortable and this one makes me cringe – “marketing”.  Now I know many of you are probably shaking your heads, wondering what my problem is. I have a business, and surely everyone knows that you cannot have a successful business without a proper marketing plan! But I bet at least some of you are nodding in agreement…mmmhmm…marketing is a dirty word

For those of you who are tsk tsking and clucking your tongues, let me let you into my head for a sec - I apologize if you have nightmares afterwards (grin) . It’s like this - I see marketing as cartoon characters on sugary cereal  boxes and stick-insect-white-skinned sex icons selling noxious perfumes. They are powerful images and they work, but what do they have to do with the product they are selling? Even the “green” image that markets to environmentally conscious buyers is a manufactured concept. I once saw a “reusable” shopping bag, packaged in “throw away” plastic packaging! Do they think we are idiots? But then again, I must shamefully admit to wearing mc hammer poop catchers when they were all the rage – some clever marketing department was clearly having a laugh at my folly. 

So, what to do, when you own a business and you can’t stomach the unmentionable word?  I want people to buy Take A Fancy Chocolate because, well, they fancy the chocolate! Is dark chocolate good for you? Yes! But it just feels sleazy for me to try to convince you that you should buy my chocolate because it will extend your lifespan.  Should I package a small amount of chocolate in a ginormous box, so that you will feel you are getting more?  I think not! 

Well, it’s out there now. My fear is on the table, dear blog reader.  So, here’s what I intend to do about this whole dilema. I commit to marketing  with honesty.  I’m not here to push something on you, but I understand that you want to know about Take A Fancy and be able to make an informed decision on your purchase.  You will hear more from me on this blog and I will endeavour to bring relevant info to your attention and let you, the intelligent customer, make your own mind up. Perhaps, marketing isn’t creepy if it’s intentions are sincere and striving for integrity. That sounds like a good starting place. 

Thanks for supporting Take A Fancy Bean to Bar Artisan Chocolate – created by Becks D’Angelo. You can email me directly with any questions at

No comments:

Post a Comment