One of my clients, People Unlimited (www.peopleunlimitedinc.com), promotes an idea that most people consider impossible – physical immortality. Only a very very small minority of people feel that given the right conditions – open outlook, supportive people, healthy living – the body can continue without end. I happen to be one of them.
As you may imagine, this has led to some interesting discussions about how to position People Unlimited. It’s a membership driven organization and regular participants gain all kinds of benefits from their attendance at events and other activities. They become more inspired to live and to be healthy and to clean up toxic relationships and to let go of limiting beliefs. So why not just talk about that? Why talk about physical immortality?
For a few years, People Unlimited’s tagline was: Physical Immortality Now. While this made very clear what the organization stood for, it didn’t mean much to the majority of people who have never put the words physical and immortality together. Because of this the organization recently changed its tagline to: Go for your unlimited life. This seems more relatable, but still connects to living without end in the sense of being unlimited. Given that logic, why mention physical immortality at all?
The answer is that physical immortality is the core driver behind all the benefits members experience. Not all members believe they can live forever. But even those that do not are enriched by the excitement and openness and support that the living of physical immortality engenders.
So is the message about living physical immortality? Or is it about living as if you were going to live forever? The latter is much more rational from a skeptic’s point of view. But from a branding point of view, it’s a dodge. And for an organization that wants to be known for its straightforwardness, that’s not an option. Furthermore, in a personal growth market that is already crowded with experts offering all manner of transformation, physical immortality clearly stands out from the crowd.
The bottom line is that People Unlimited is different. Might as well embrace that and connect with people who are ready for that difference. Otherwise, they are investing resources to reach audiences that will never become customers.