Sex sells, many say.
And they're right. Also big sellers: gluttony (of a particular type), sloth, envy, pride and the rest of the seven deadly sins. But sustainable commerce isn't going to belong to those who market to our vices, but those who appeal to our virtues.
This is not to say that we are a virtuous people. A trip to Walmart on Black Friday would strongly suggest that we fall quite short of that standard. However depraved we really are, each of us likes to think we subscribe to some sort of higher calling.
There are two ways acheive this in advertising and marketing:
- Encourage bad behavior and lead people to believe it is good
- Encourage good behavior
Of the two, only the second option is sustainable. While necessary to communicate how a product or service advances the audience's self-interests, it's the relationship between that interest and a higher calling that keeps self-interest from devolving into envy and gluttony, which affect not only by the private market, but also public politics.
When it comes to commerce, every person is a hedonist, and every company is a narcissist.
In practical terms, this means that everyone is more receptive to products and services that A) reduce pain or B) increase pleasure, and every company markets to them in a way that belies a belief that they deserve more attention (Why else would they advertise?).
What are you selling?
- If your livelihood depends on people buying your brand of beer, are you selling beer, or are you selling a responsible community?
- Are you need people to buy trucks, are you selling power steering, or are you selling freedom to traverse vast distances to maintain familial relationships? Or are you selling the appreciation that comes when a friend takes an entire day to help his friends move?
As marketing budgets are shifted over the next few years from traditional to digital (including social media), it's useful to ponder what sort of company people will want to listen to regularly, and what sort of things they'll want to hear. Will it be endless promotions? Or will it be information and advice on how they can become better, more worthwhile people?
"I would rather have it said 'he lived usefully' than 'he died rich.'" - Benjamin Franklin
- Cam Beck