The European Union


Before I get into my article I would like to reassure my readers that I love Europe and nowadays, since I refuse to subject myself to the indignities of flying, have discovered that most European cities are far more beautiful and interesting than our own cities.

The next thing I aim to reassure people is that, with regards to the European undemocratic Parliament, I am not a Euro-sceptic. The term Euro-sceptic suggests that one is not sure. I am sure, I hate it and fear the harm it is doing to these islands. So the correct term for me would be Euro-phobic. And, I am intensely proud of being Euro-phobic.

Preamble

In an earlier life I was a salesman and then sale manager. I then became the sales and marketing manager for a large company running a team of twenty-seven. One of the basic differences between an ordinary salesman and a star player is that the former would sell features, whilst the more successful salesman would sell benefits.

Let me explain: This gizmo has a pretty design, it has seven different buttons along the top that will do this, this, this… This is selling features.

Or, you would say to your customer, if you have one of these in your office it will improve productivity, allow your staff to increase efficiency, and they will admire your decision. This would be selling benefits.

It does no harm to imagine that your customer is very selfish and just wants to know “what is in it for him”. Many of them are! Appeal to his head, by stressing money saved and appeal to his heart by stressing the staff will look up to him.

The anti-EU movement

I think that one of the major reasons why the anti-EU movement has a spectacular non-success is that they continue to sell features to the general public.

The evil EU {feature} Costing x millions a day {feature} Britain losing its sovereignty {feature}.

Did you know it would be easy to reduce income and corporation tax by 25% without harming any of our other areas of national expenditure?” {benefit}

We could reduce all the present cuts by a third, and still be able to afford to build new schools, hospitals and increase police and military spending! {benefit}

The above are just a few examples to illustrate the difference of selling benefits to selling features.

The British are not like the French or Germans, we don’t riot in the streets, except when the loony left did in the eighties against the Poll (Community Charge) Tax which, incidentally, would have been a lot fairer than Council Tax if carried out properly! But that’s earmarked for a separate blog.

The entire anti-EU movement needs to reconsider its arguments and perhaps make an effort to recruit a sales director onto their governing boards to advice in this area. Then we will see movement, as all the “concerned citizens” are interested in, is the taxes they pay, the police’s success in their locality, the condition of their local hospital and the choices of schools available in their area.

The UK Independence Party, at election time, should concentrate on the above issues and work their manifesto claims on the UK finances available bearing in mind that the money would no longer be going to the EU. And, there would be no need to spell this out in the manifesto as you would already have said you’d be taking us all out. Features should be out and benefits should be the order of the day.

One of the successful ways of combining features with benefits (it can be done) is to use three powerful words which means you can combine without appearing condescending. the three words are which means that..., for example,  Britain is losing its sovereignty, which means that other EU countries can extradite people in Britain for a crime which breaks their countries laws but is not against the law in Britain, and have done so recently without going to court – just by informing the local police to arrest them and send them to the said EU country.

There is an old saying: “Do the same and you will continue to get the same.”

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