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Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
Discover how you can use guilt, shame, and fear as marketing tools and see some examples of how to implement them the right way.
The important tools we can use to convince consumers and decision-makers to purchase the goods and services we’re marketing: emotions.
There are the positives. The promise of reward. The good feeling of doing the right thing.
But more powerful are those we generally think of as the negative emotions – chief among them are shame, guilt, and fear.
to effectively use guilt in marketing one needs to tie into a perception of wrongdoing.
What’s important to understand is that for guilt to work as a marketing tool, it needs a basis in reality.
That is to say, a person will not feel guilty about something they have not done wrong and so as marketers, we need to tap into pre-existing actions (or lack thereof) and remind a person of their wrong.
The marketing angle comes in providing a solution. A way to atone for the wrong, even if they didn’t have a guilty conscience prior to seeing your message.
The list includes things like:
Let’s begin by discussing the difference between guilt and shame.
Guilt is based on a past or present misdeed and is internal in nature.
Shame is generally based on the present or future and is external in nature.
Shame entered the marketing field during the industrial revolution as people moved into more heavily populated areas and started comparing themselves to each other.
Marketers were quick to pick up on the ability to make people self-conscious about how others might perceive them, and capitalized on it. That is shame marketing.
Basically, tapping into their insecurities. Unethically done, creating insecurities that do not and should not exist.
While there are no set-in-stone rules, the successful campaigns tend to focus on areas the person is generally not sincerely self-conscious about and/or are non-judgmental
Where guilt and shame are generally (though not always) subtle tools, fear is a blunt instrument.
As with the other two, fear lends itself to certain niches but the motivations are very different.
With fear you are not tapping into something that a person has done, nor are you tying into social hardship. No, with fear you are reaching into the basest of emotions… the ones there to keep us alive.
If you want to use fear you need only one thing, a message that either ties into a universal fear (like pain) or a situational fear (like public speaking or heights).
Fear doesn’t work for all campaign types.
It lends itself to those with a topic that can be tied to universal or situational fears.
The company said its vaccine generated $3.5 billion in revenue in the first three months of this year.
Moderna Inc. MRNA brought in $1.7 billion in sales of its COVID-19 vaccine in the first quarter of 2021, marking the company's first significant billion-dollar revenue haul this year and also the first time it's ever reported a GAAP profit. Moderna had earnings of $1.2 billion, or $2.84 per share, in the first quarter of 2021. This is compared to a loss of $124 million, or 35 cents per share, in the first quarter a year ago
J&J said its pharmaceutical business, which developed the single-shot Covid-19 vaccine, generated $12.19 billion in revenue, a 9.6% year-over-year increase.
J&J said it now expects full-year profit of $9.42 to $9.57 per share, compared with its previous forecast of $9.40 to $9.60 per share.
AstraZeneca’s vaccine has brought in $275 million in sales so far this year.
originally posted by: Ahabstar
a reply to: DBCowboy
It’s all BLM now...Basically Life with Masks from now on.
originally posted by: dug88
a reply to: olaru12
Dollar store bandana FTW. Cost me a Buck twenty five, comes with the added bonus of a double layer and makes me look like some kind of desperado. (at least in my mind it does)
originally posted by: Tulpa
a reply to: dug88
I agree with Bill Hicks and his views on marketing.
I won't repeat it here because it will be removed but if you know the bit I'm on about this should make sense.
For those who don't know, it's worth looking up. You can thank me later.