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Prince Charming is a well known and longed for character. He swoops into a girl’s life, rescues her from the drudgery and burden of her existence, whisks her away in a magical carriage, and they live happily ever after. A dream come true.

Just like hitting the Lotto, right?

Well, actually not. In a very real way, not even close.

The truth is we all secretly long for that Prince Charming moment, especially when it comes to buying things.

Buying things? That’s right, buying things —

And that’s exactly what many marketers aim at — your longing — so they dress their offers in a Prince Charming costume and swear that what they’re telling you is real.

Okay, so what’s the big deal?

Marketers are taught to “market to the dream,” and we, Judith and I, were no different. We consciously marketed to the dream, even though that never felt really right. But we were told by the major Internet marketers, “the dream is what makes the sale.”

But just what is the dream? And why isn’t it even close to the jackpot?

It’s not close because Prince Charming is not real. And Prince Charming — that secret longing for the magic bullet, that “whatever” that will make your life work, that will eliminate the fact that you are responsible for creating your own life — that’s what the dream is really about, and that longing is hidden within every sales pitch that does not have your best interest at heart.

Because there are no saviors. There is a lot of help. Just ask and you’ll find out how eager people are to help. But save you. No. That’s your job.

Nevertheless, many marketers will craft their pitch so it hooks your dream — not for cars, houses, trips, a relationship, status, wealth — but to be saved, saved from the weight of having to make your own life work.

There are many good, really good products and services on the market, but every one of them is limited to what it can do to help you reach the goals you’ve set out for yourself. They are merely guides and tools.

Even if you have a life-changing transformation as a result of using some product or service, you did the work, you brought the transformation into being. You did it. You.

But just take even a cursory trip around the Internet and you’ll see promise after promise —  promising the moon in a minute if you’ll just buy.

So the next time you feel that pull toward some offer, check yourself out. Is it Prince Charming tugging away?

That’s a powerful tug, a sweet hopeful longing, assuring you — with a money-back guarantee, and the warning that if you don’t buy now what you want will be gone forever — that all you have to do is buy. And when you do, and we all have, instead of Prince Charming you end up with the frog, and the person who sold you the dream ends up with the cash.

Because It’s All in the Connection,

Judith & Jim

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