Marketing Fear

[Guest guest]

With regard to this latest " scare " on the efficacy and safety of Kombucha, for

goodness sake - relax.

Since 2001 we have become a fear-ridden people. It seems that we can no longer

communicate in terms of discussion, balanced views, and facts. We seem to be

increasingly unable to discern the difference between a fact and an opinion. An

opinion does not and cannot become a fact no matter how high the volume is

turned up, or how abusively the opinion is stated - unless you allow it.

The lesson of 2001 was that FEAR SELLS. Advertisers, marketers, and even

government know that the magic formula is - first, make people afraid, then make

them angry, and then you can sell them anything, no matter how absurd.

Opinions, products, and leadership are marketed not on merit, but on the case of

" this is what will happen to you " if you don't accept my opinion, buy my

product, or follow me. We are all, to more or less degree, conditioned by and

victims of this negativity. The only cure is reflective thought and accepting

the truth of one's own personal experience.

So, don't get suckered by people like this. Think for yourself. We Kombucha

enthusiasts exhibit in a small but very real way, by our choice to make and

consume our own beverage, that we have the ability to think and act for

ourselves without the mega-marketing of " big beverage " and " big pharma " .

When I see a reputable double blind tightly controlled Kombucha study sponsored

by a non-profit organization, studying thousands of people over many years, I

may, repeat may, be inclined to view their results, whatever they may be, as

factual. In the meantime I am prepared to accept the disinterested anecdotal

views of thousands of non-profit people over many, many years.

Until then, remember, everybody has an opinion. If an opinion hangs around long

enough, it becomes a myth. If a myth hangs around long enough, it's easy to

sell it as a fact. Just because it's in a book, on the TV, shouted from a

soapbox or a pulpit, or expressed in writing, doesn't make an opinion a fact.

Including mine. ;-}