A few words or numbers can dictate your view of how it relates to culture, interaction or your point of view. Many people use words in the wrong way, giving them a different meaning and understanding as how to view them.
Let’s look at a few examples.
1. Terrific
What you think it means: Fantastic, good.
What it really means: Horrific, to inspire fear.
2. Enormity
What you think it means: Huge, enormous.
What it really means: Profoundly immoral or evil.
3. Nauseous
What you think it means: To feel ill.
What it really means: To cause feelings of illness.
4. Compelled
What you think it means: To do something voluntarily by choice.
What it really means: To be forced or obligated to doing something.
5. Travesty
What you think it means: A tragedy or something unfortunate.
What it really means: A mockery or parody.
This one is a bit disappointing as the word’s sound really does fit our culturation understanding.
6. Ultimate
What you think it means: The one, the only. The best.
What it really means: The last item of a list.
Numbers like 666 and 911 have meaning to us, even though they are just numbers. The number most relevant to the Cannabis marketing being 420, has a spoken power to it. Cannabis users associate it to the smoking time of the day, or time to take your medicine for those who suffer. It means liberation, it means power and that push back to what you know to be right in your gut, not just what is spewed out to you. It’s that revolutionary that see the power in natural healing and the attitude to say NO, this herb is MY RIGHT. My right to consume, to produce, to make the world better. It means standing together for a better future in economic value and prosperity to our people. #420UNITES #WEEDUNITED
“find truth and solidarity in the power of 420.”
Note how those few number could have meaning and power. The simple truth is not as exciting. A group of five San Rafael High School kids, known as the Waldos. As the wall outside the school was where they would smoke. 420 was just that set time to have a puff. It shortly caught on and became a culturally accepted number for Cannabis use. The world is changing leniency towards Cannabis and this is largely the cultural moment of 420. Just a few numbers, have the power to spark change of mindsets on an international level.
This string of numbers has changed our lives. Many of us have left the old behind to find truth and solidarity in the power of 420. Creating businesses, opportunities, changing lives and reinventing our own. 420 is the cultural umbrella term for Cannabis, not everyone knows 420 but many know “the perceived dangers” of Hemp and Cannabis. We know the truth behind usage, relief of pain and the general ease of life’s anxiety. It is your duty as Hemp and Cannabis entrepreneurs to change minds sets, to educate on Dagga, Hemp, Zol and so on. In 20 years, Dagga should be a South African word of sovereignty and solidarity, a symbol of retribution and reconciliation of our land and who lives within.
Changing public opinion is changing cultured mindsets.
This leads us to changing mindset sets in our own business communities. It all starts here, with you as business owners. Taking a word like Dagga, Hemp or Cannabis and changing it into something acceptable by public takes work. It takes education, the use of the word in the manner you want to portray it. Over time once the general public accepts it, the negativity will fall away. A few points to note when working in this industry.
Know your target audience.
If you are educating someone on the medicinal value of the plant, don’t say “come check my dagga oil” this shows you probably won’t know the product or understand how to explain it to give potential customers confidence in what they are getting. Approach the conversation, “I have a great Cannabis oil to help with your anxiety, let me tell you how it could potentially help.” Do not state it is a cure all magic pill, as it isn’t but it has been proven to assist with many ailments. Do the required research to reassure the customer of what they are getting. If you are selling edibles and want to play on our local humor, then Dagga Cookies are great, but understand your target audience is before conveying the message.
Know your product.
What is your product made of, what is the carrier oil, is it vegan friendly and how is it made? These are basic questions your customer may ask, anticipate any questions and have them ready. This will build you customer loyalty and trust.
What are your USPs?
Your product or brand will have USPs (Unique Selling Points) that you can boast about. These are things that will grab your audience’s attention in order to make the sale. The CBD market will soon be saturated with the same type of products, in order to stand out you must create a brand with a difference or a product with a difference.
Brand values and history.
Remember this industry is new so having a powerful brand presence like Coca-Cola will not be the case without time and market share enough to boost your brand to that level. That is not to say you cannot make an impact now. Everyone has a story to tell, how you started and how you got here. People buy from people before they buy from brands. What are you brand values? These are important talking points for your USP. Once you built that trust in your product and brand, you will start to take the market share you looking for.
If you need someone to help take your business to the next HIGH!
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