Who Deserves What?

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-881166.mp3

12-23-2009: Who Deserves What? By John Malmo.

Memphis, TN – If what we "deserve" is based on what we as Americans can pay for, most of us deserve a lot less than what we have. Auto makers and dealers boldly announce that you should have the car you deserve. "Wanting" is no longer a part of the advertising vocabulary. Wanting may imply you can't afford it. Or, worse still, that you shouldn't afford it. That's what got us into the mortgage crisis mess: Congress said people deserved a new house, even if they couldn't make a down payment. People are wising up, though. If you're advertising anything today, it's probably not as believable now to tell people they deserve it.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.