MARKETING SHARE OF SOUL (1).
Most of the people reading this blog are currently stressed out by money. I know it’s not easy when bills are due and employees need to be paid, but just for a moment, look at your world not from five or six feet, but from 30,000 feet.
Money comes and goes and comes again and goes again. Time is what you should be concerned with. If you had unlimited time, you could make unlimited money. But all the money in the world will not give you a minute of extra time. Time is finite. Time is more important than money.
The stock market, usually a good economic indicator, has gone up 40% since its low in early March (today is June 15). But it is still 40% below its all-time high in 2007. In other words, we are smack in the middle of this economy, with years of risk and recovery to come. With your mind and my mind and the consumer’s mind on personal finance, why would I recommend marketing that appeals to people emotionally, humanly, and to the very depths of their souls? Why not just appeal to their pocketbooks?
Because emotion is what really counts. Losing a job or a house are instant losses of security, stability, and self-worth. Your spouse and children and parents and siblings and best friends look at you differently, too often in our culture as a failure. Where will you get food? Where will you sleep tonight? Where will your kids go to school tomorrow? And if you are not losing your job, you fear it – and have the same pit in your stomach.
That pit is loss of self worth and fear of the unknown. Self-esteem and control over your career are the foundations upon which you have built your life. It’s not money, though that is the immediate cause. It is human emotion, to the very depth of your soul.
The Internet, radio/TV/cable TV, print, direct mail, public relations, etc. – these are some of the vehicles we use to send our marketing messages to our customers, so that they can identify our companies and products and form emotional bonds with us. But to reach them successfully, with impact, with memorable stories that are meaningful to them, sagas that really stick, you need to reach deep down, into their essence, their very souls.
No, I am not talking about their religious souls, and if I have offended anyone who takes it that way, I totally apologize. I am talking about the emotional core of who we all are as human beings. What emotions really drive us to act, why we are willing to pay a lot for some things and nothing for others? What is really meaningful in our lives? Our characters, our hearts, our values, our life-bloods, our spirits?
How do you reach people with that depth of feeling? This will be the subject of my next blog. But just accepting it is your first step to a successful marketing program – in any economy.
Ed Sucherman
THE MARKETING MACHINE
http://www.edsucherman.com/edsblog/
Hello. I was reading someone elses blog and saw you on their blogroll. Would you be interested in exchanging blog roll links? If so, feel free to email me.
Thanks.
I’d be happy to link to any and all legitimate blogs.
Ed Sucherman
edsucherman@gmail.com
http://www.edsucherman.com
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