I was browsing in the bookshop at Salts Mill in Bradford recently, when for some reason, I was drawn to one book sitting spine-out on a shelf. It probably had something to do with the brightly coloured cover, but if you’re of an ‘air head’ disposition, you might call it fate.

Anyway, the book turned out to be written by a philosopher by the name of Julian Baggini, and is called ‘Welcome to Everytown – A Journey Into the English Mind’. Now philosophy titles aren’t what I would normally gravitate towards. There are no pictures of semi-naked women or fast cars for one thing, and it’s hard to escape the conclusion that you’re going to be expected to think. But as I read the cover notes, I realised that this was something I had to read…

You see the book sets out to explain and define the broadly-held philosophy of the British people. In order to do this, the author decided that he needed to move away from the cultural enclave he occupied at the time, to somewhere more typical of the way most Britons live. So he set out to find a place that was representative of the country as a whole ~ a microcosm if you like ~ and found it in S66, the postcode where I live.

Apparently S66 is as close a match to the national demographic as any postcode you’ll find. The breakdown of the national population ~ its age, wealth, health, housing, occupational status, etc – is mirrored more closely in S66 than any other area in the UK. It’s the Everytown where Baggini set up home for six months in 2005 – less than a mile, as the crow flies, from my house.

When I first read about this – that the area where I live had been chosen because it was just like everywhere else – I was a little miffed, if I’m honest. I think we all like to feel that there’s something unique or unusual in our existence, but here was a guy who was saying that this aspect of mine was about as far away from unusual as it’s possible to get. But then I realised two things:

1. I’m unusual enough ~ or so I’m told. (That’s what ‘weirdo’ means isn’t it?)

2. For someone who does what I do, there couldn’t be a better place to be.

Baggini needed to uproot, move and integrate to get an insight into what makes people tick. I’m already here. His motivation is a purely academic one, mine is a little more pragmatic – if I have my finger on the pulse of what people are thinking, feeling, needing and aspiring towards, I have a much clearer idea of what products, services and promotional appeals are going to hit the target.

So in that respect, I’m in the ‘right place’. But I regularly receive letters and emails from people who are clearly in the wrong one – if they want to make some money, at least. They want me to publish their manuscript or help market their product, but the concept has been developed and honed a long way away from Everytown.

Often, it’s been fashioned from the perspective of someone living in a rural idyll or a cosmopolitan metropolis or an academic/professional haven ~ and it shows. I’m sure I don’t have to labour the point, but although these are physical locations, the impact is in the thought processes, behaviours and attitudes they engender in the people who live there.

The end result is something that wouldn’t sit well with the people in Everytown, and that’s where the bulk of the market is.

Now I’m not suggesting that you have to live where your market lives to understand and serve it, but you do have to accept that if you live somewhere else, the values, wants, needs and motivational triggers of those around you will not necessarily be universal indicators. You create your products and promotional appeals around them at your peril.

So what’s to be done?

Well if you can’t live in Everytown, the next best thing is to expose yourself to the same opinion-forming influences as the people who do live there. That may mean opening yourself up to aspects of popular culture, literature and media that wouldn’t normally be your ‘cup of tea’.

If you’ve read ‘The Money Making Magic Of The Funfair Goldfish’ (and if not, why not?) then you’ll know that I’m an avid daily reader of The Sun and the Mirror. If you want to know what people are thinking about, talking about, worried about and aspiring towards, you’ll get massive pointers here – although I’m never sure in which direction the causal relationship works.

It doesn’t matter though. The end result is the same. The impact on what they want to buy and how they’ll be persuaded to buy it is the same, irrespective of the causality.

And it’s the same with mainstream TV. You might only watch documentaries and the news, but the people in Everytown don’t. They watch Big Brother, I’m a Celebrity, Britain’s Fattest Teenagers – and a whole host of similar programmes too horrific to describe. But if you ignore their popularity and place in popular culture, you’re missing a trick in learning what real people want, and how you can make money by supplying it to them.

There’s no place for snobbishness in philosophy ~ Baggini’s book is very measured and non-judgemental ~ and there’s no place for it in marketing either. Back in the 1930s, HL Mencken said: “nobody ever went broke underestimating the tastes of the American public”, and as cynical as it might appear, I think you could insert “British” in place of “American” and it would still hold true today.

Overestimating the tastes, though? Well that’s a different matter. But you’re unlikely to make that mistake if you make yourself familiar with Everytown.

Kind Regards

John Harrison  

PUBLISHERS NOTICE

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Kind Regards

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I just opened an email from a reader of my online newsletter, which gave me cause to think consciously about something, that up until now has been active on a sub-conscious level. Here’s what he said:

“I think the fact you present your public face ~ and also in your newsletter, you outline the fact that you are also human and aren’t afraid to present your vulnerable side when appropriate~  helps.”

I think what he meant – but was perhaps too polite to say – is that I’m prepared to let everyone know what a plonker I really am. And when I think about it, he’s right. Let me tell you why…

When I was growing up, and in the period before I started to have some business and financial success, I didn’t know any millionaires. I didn’t even know anyone you could describe as wealthy. Everyone I knew was just like me – or not far from it. The richest person I knew ran the local greengrocer’s. That gives you some idea of what I’m talking about.

Today, I know a lot of wealthy and successful people, and there’s definitely an important lesson there. But it’s one for another day. Because, today I want to talk about something else.

You see, because I didn’t actually know anyone who had accumulated wealth, ‘the rich’ were a bit of a mystery to me. And there’s not a great deal of difference (both literally and linguistically) between mystery and mystique.

The information and impressions I had came from newspapers, glossy magazines and TV. And when presented in these selective environs, you don’t really get a true or accurate picture. Everyone who’d achieved financial success seemed impossibly sophisticated or charismatic or glamorous or educated or skilled or…or…some other thing that I wasn’t.

And it was all a bit off-putting and demotivating. When you aspire to something, the first stage is to believe it’s possible. If you see other people who’ve already done it – people who share your background, imperfections and insecurities ~ then that’s very powerful in persuading you that you can do it too.

If you see people with whom you have little in common, well then it makes it seem all the harder and more distant.

Once I started to achieve some success, and got to meet others who’d done the same, I realised that like me, there was nothing intrinsically special or unusual about them. The difference was in what they’d done. How they’d played the cards they’d been dealt, rather than what they were.

And so when I got the opportunity to communicate with people who were looking to move forward with their lives, it just seemed natural that I would present things as they are, rather than perpetuating myth and mystique. If you want to give people the best chance of following in your footsteps, why would you do any other?

I wouldn’t want to mislead you though ~ there are limits to my honesty…

If you think that what I reveal in this book represents the extent of my inability, ineptitude and failings, you’re wrong. I do retain a modicum of self-respect which I fear would disappear forever with full disclosure. And if I told you everything, I don’t think you’d bother reading a damned word I wrote, ever again.

And that would never do.

Kind Regards

John Harrison  

PUBLISHERS NOTICE

       

Dear Streetwise Customer,

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Every now and again – perhaps two or three times a week – an icon flashes up on the screen, and when it does, that’s your signal to collect £100. Simple. No rush. No dramas.

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Kind Regards

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