Marketing is about human behavior.
Understand people and understand what makes them act (or respond), be it a spark of interest which plants a seed or an action which changes the course of their life. A marketers strategy of perseverance can be the answer for those suffering from loneliness.
Through advertising, marketing can connect us to an underlying desire or belief we have about ourselves which then can cause us to make a move. Sometimes it’s a story. Sometimes it’s a characteristic in the persona of the individual we relate to.
Three [moments, images, stories] had a strong influence over my self-identification and formative early adult years:
That way the girl got out of the car and walked down the street.
A penetrating look at strength, confidence, and kindness on the woman’s face in the Nike ad.
Dagny Taggart from Atlas Shrugged.
It’s an unexplainable sense we get about another who evokes in us a drive to do more, to be more. I recall an essence of this from Malcolm Gladwell’s message in Blink,
Blink is about the first two seconds of looking–the decisive glance that knows in an instant. Malcolm Gladwell, campaigns for snap judgments and mind reading with a gift for translating research into splendid storytelling. Building his case with scenes from a marriage, heart attack triage, speed dating, choking on the golf course, selling cars, and military maneuvers, he persuades readers to think small and focus on the meaning of “thin slices” of behavior. The key is to rely on our “adaptive unconscious”–a 24/7 mental valet–that provides us with instant and sophisticated information to warn of danger, read a stranger, or react to a new idea.
Gladwell includes caveats about leaping to conclusions: marketers can manipulate our first impressions, high arousal moments make us “mind blind,” focusing on the wrong cue leaves us vulnerable to “the Warren Harding Effect” (i.e., voting for a handsome but hapless president)… –Barbara Mackoff
Images, stories and clips sear our memory and make up part of our story of accomplishment, action and many times define how we proceed in our decision making.
Complicated? Perhaps, perhaps not. That’s what makes it interesting. The ultimate goal for my marketing is to provide people with what they want. The exciting challenge lives throughout the process of discovery and sticking with it long enough to solve the problem.
Perseverance is key. Defeat and failure do not exist. One must keep trying, moving forward, searching and testing to discover what works.
Same goes for relationships and personal development. Who perseveres wins. Never halt efforts at the surface – this is where relationships, personal development and marketing fail. What could have been great is never given the chance for those who quit at the first speed bump.
A wide, grey, fuzzy area exists in the space between marketing, relationships and personal development. The common force behind all three is created by human behavior.
Why do people do what they do? Why do they make the choices they make? What is the story that created their perspective? Understanding people builds compassion. Understanding human behavior is understanding our world.
Motivated to write this after seeing, yet again, another post on Facebook by a woman who spoke of her loneliness. While I appreciate these ladies reaching out to their community, their social support system within their circle, and hope the responses they received helped them for the short period of time the Facebook algorithm keep their post alive.
This state of loneliness is only one state of being – it is a wave. The wave could be big and consume the space within, leaving a heavy and burdened feeling. However, until one has truly been alone and experienced literal loneliness can one break through and learn there is no such thing as being lonely.
As strange as it may sound, the fact is, you always are with yourself. While one may be physically alone, loneliness is a state of lacking where our expectations are unmet. Find peace within yourself and you’ll never be lonely again.
When I hear a person say they’re lonely, what I hear is they don’t know how to be comfortable with themselves and don’t know themselves well. They haven’t quieted their mind and struggle living within the present moment.
The correlation between effective marketing strategies and the cure for loneliness is perseverance. While it seems the two are worlds apart, both require relentless effort to “cross over”, to “break free”, to “solve the problem”.
Loneliness is a farce. Ten years living in this little house in the woods where at one time I realized it had been 12 days since I had seen or spoken to another human.
These times of solitude and living on acreage, on my own, taught me the most valuable lessons in life.
Loneliness is a state that will not go away by filling it with the superficial company of others. There are no bandaids…well, there are, but bandaids never last.
Persevere, stay in it, listen to yourself to understand, and the pain of loneliness will eventually dissipate.
Just as in marketing – we search and test and push through to find what works to create movement in the consumer so must we search and test and push through to find, within ourselves, how to achieve inner fulfillment, quiet and peace when we are alone.
As my friend, Jesse Elder, recently wrote (coincidentally received his email just as I published this blog post):
In the silent space between Thoughts, you will find the answers to every “problem” you could possibly imagine…Because the Truth is…There are no “problems”. Only puzzles your Mind creates.So if you’re able to PAUSE…………the problems pause as well.And there is nothing but the intense PLEASURE of BEING in this Life.Peace & PowerJesse Elder
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