Those who grow up lacking the means to engage in the activities that they desire will be more motivated to make it rich despite how they reach that destination. A few will make it and the rest will fill the void by spending their days looking at ‘entrepreneurs’ with lifestyles that represent ‘goals’. Now as one who likes to observe systems and their intended results, I would like to discuss marketing to the masses and give a brief overview on how modern day marketers are masters of emotional exploitation.
First, let’s classify the quintessential entrepreneur who usually comes from nothing. Generally, the type of individual who expertly tailors his product to a mass audience knows exactly what they desire because he used to be one himself. The best gamesmanship is one in which you have obtained first-hand experience, for most entrepreneurs know exactly what is going through the mind of the typical have-not as they used to share a similar mindset. With such insights, the entrepreneur can utilize their prior weaknesses for mass market exploitation.
In a society of mindless, yet emotionally superficial fools, looking at consumption trends is not difficult whatsoever. Instead of investigating an object or service for what it is, look at the primitive desire towards its consumption. For most people, the initiative to get rid of something undesirable is much stronger than the initiative to obtain something desirable. In an ever-reactive state, the masses act on a sea of insecurities, fear, and failure while thinking of nothing else. Now what are they?
Identity / Health: With $62 Billion in annual revenue and a 7% y/y growth rate, the Cosmetics industry (make-up, skin care, and hair-care) alone exceeds more than three times the rate of US GDP growth. For the aspiring entrepreneur, this is the crème de la crème of money making pursuits.
Example: Sally the 38-year-old socialite/housewife is married to Bill the luxury residential real estate broker. Instead of waking up excited to make Bill a great breakfast, Sally walks to the bathroom and meticulously inspects herself in the mirror and her adjacent ‘vanity’ mirror looking for any blatant flaws. As she goes forth between looking at a 10-year-old framed wedding picture of her and Bill, she notices a substantial difference in her face. With a worrisome look in her eyes, Sally begins to realize the emerging crow eyes tainting her ever-beloved ‘best attribute’. Feeling a rush of self-doubt, Sally closes the bathroom door and strips herself for a further inspection. As Sally inspects herself from top to bottom flexing her bottom and squeezing her abdomen in, she feels proud knowing she still has it. In the process of her fourth pass-through, she notices the latest copy of her husband’s GQ magazine on the top of the toilet with an almost fully-nude picture of Emily Ratajakowski gracing the cover. Looking away with disgust and right back to the mirror, she instantly then identifies a set of new growth marks appearing on her breasts.
With a sudden change in mood from melancholy to deep anxiety, Sally fumbles for the rose-gold phone in her purse and opens up the Amazon application. She then makes a quick purchase by buying the 5 highest rated eye wrinkle creams and anti-stretch mark creams making sure that same-day delivery was selected on the checkout cart. While on her phone Sally then types in “plastic surgery Miami” and she is instantly linked to a bevy of sponsored local plastic surgery offices specializing in facial reconstruction. While perusing through each site, Sally takes note of one in particular since the celebrity surgeon’s extremely aesthetic landing page is covered with pictures of him and Instagram models giving respective testimonials. After writing down the number, Sally goes to her daughter’s closet and decides to pick out a youthful ensemble of white booty shorts and a shear top. She puts on the clothes and then opens up the Instagram app on her phone where she selects the camera icon. Taking a picture in a seductive pose with one foot on her foot pedestal using the ‘Valencia’ filter, she then spells out a caption that reads, “White is calling my name today! #hatersgonhate.” She then clicks ‘post’ and locks her phone. Suddenly a blast of Instagram notifications starts lighting her phone up like a blinking Christmas tree. Unable to hold her curiosity any longer and with a large smile on her face, Sally picks up her phone after 30 seconds and sees 85 likes and a few comments complimenting her. Several tell how much they love her and one in particular, from her acquaintance Stacy read, “Girls night out—tomorrow.” Sally laughs to herself with giddiness and responds, “Yaaassss let’s do it!” Feeling much better but not at her best, Sally walks out of the closet and beams for her husband who is on a business call. Immediately noticing Sally dressed exceptionally well, Bill tells his partner that he will have to call him back. Bill locks his phone and vocalizes his physical admiration for his wife, “Wow babe you look so great!” Sally gives Bill a kiss and then tell him she loves him. Bill tried to pull a move, but Sally has other things on her mind and she pulls away. Before heading off to Neiman Marcus, Sally takes out her phone and fires up her two-month dormant Tinder profile. Now she is ready to attack the day.
Acquisition of Resources: For women, no objective is greater than improving their appearance, while for men, none pales in comparison to their obsession about having riches. In both cases, the quicker it’s done, the better they feel about themselves. Contrary to their lofty expectations, self-development is a long journey filled with many obstacles and distractions. In fact, a man who has a considerable amount of money is a lot more difficult to find than the attractive female counterpart. Moreover, it takes much more time to become rich than it requires to improve baseline aesthetics. Given the above, a male experimental sample taken from the masses exhibits a man who lacks resources, obsesses about it, and will do what it takes to get there instantaneously.
Historically, ostentatious displays of wealth were tactfully exhibited to overwhelm the masses for the purpose of making them succumb to their power. Now in modern times, publicizing materialism and luxury is a trolling mechanism that the rich use to taunt the masses and attract opportunistic women / men. Ironically, the masses misconstrue the meaning behind displaying wealth, and displaying wealth for them becomes an end in itself. So how does an aspiring entrepreneur market to such chumps?
Since the focus of this article highlights the masses, I will have to stick with the subject material and then do another articles about trust fund descendants another time. The point is, societal conditioning has paired gaudy luxury activities and materials with the acquisition of genetically desirable mates.
Intelligence: Proving one’s intelligence is comparable to someone proving their own worth as a human. To most individuals, the neural firing of the word ‘IQ’ brings about much anxiety. In a society that values mindless robots with high rote IQ’s, intelligence is something that is close in proximity to income, achievement, and value. Amazingly, the exploitation of intelligence happens both ways.
For a high IQ individual, the system taunts his or her insecurities to a point they are always trying to prove their intelligence to their peers. Ironically, competition is the force that keeps these highly knowledgeable worker bees within the system. And in most cases, the highly intelligent are so closed minded, that their worth only encompasses specific niches of industry, whereas the risk seeking entrepreneur strives to maintain a general overview of his respective industry. Be aware that intelligence does not restrict one’s qualification to being part of the masses since emotion drives purchases.
On the other side of the spectrum, low IQ individuals are always looking for the silver bullet. Quick, easy, and instant results. It’s no surprise that low IQ individuals are the prime targets for the sale of illicit drugs and brain ‘Limitless’ pills.
Confirmation: Ah, the insecure, but the talented, the time wasters, and the indoctrinated. When a manufactured living system is set up by the elite in order to straighten society, cognitive dissonance will be a given. Most individuals begin with non-monetary passions and then make a slow and reluctant transition to the pursuit of wealth. While going through the motions, the insecure will constantly need pick-me ups, motivation, and escapism to face the harsh reality that they aren’t doing what they always wanted to do. And so when the timewasters ask for advice, they have already seen the solution a million times. Instead, what they are looking for are those times when they hear emotionally charged information related to their own predicaments. The more it tosses excuses, the better they feel. This process begins a downward spiral to an infected, narrow, and scarce mindset.
By honing in on the masses’ common insecurities, the motivation industry makes a fortune off providing temporary medicine to an infected population that constantly kicks the can down the road. Huge fucking money is made here. Massive. This is Marketing 101 no matter the industry. Without a plot in the marketing campaign, there is no successful advertisement and ultimately no profligate spending. Furthermore, the most financially successful advertisements are those that can accurately target and portray multiple emotions. Once a person feels like another ‘gets them’, they will lend their ears—still this does not mean they will act and this is why there must be either a call to action or an assumption of the sale.
The list goes on… Fear of Missing Out (Nightlife Entertainment), belonging (hipster crap), the strange obsession with ‘Haters’ (Hater Apparel), etc. Fortunately, the market for such a space encompasses 99% of the population.
All of these insecurities connect to the true biological, emotional, and physical motivation for 99% of humans: survival and reproduction. Therefore, carefully look at every emotionally driven action and link it back to a primal instinct. Below I have lined out a system to packet such insecurities and sell them off in the form of a product or service.
The process of targeting insecurities:
- Observe emotionally reactive phenomenon that would generally not make sense in a logical world.
- Label the activity and what they are actually doing.
- Discover positive emotions derived from isolated activities.
- Write down the antithesis of those emotions and label specific insecurities or symptoms.
- Create a marketing campaign starting off with 4 (reminder) and then provide solution 3 to an even higher degree (over compensation) than previously done.
In the end, marketing is the game of identifying common emotions and then connecting those emotions with a solution in the form of a product or service. First identify an objective: the sale. Next identify the target profile and elaborate on what that person represents. Try to get in the mind of your user. Label where he lives, how much he makes, what he feels, what he prioritizes, what he lacks, etc. Now identify the idealization to what your user aspires towards—this will be your model of creating the dream. After that, identify the unique benefits of the solution. Finally, come up with a strategy to get your user to act on his impulses (limited supply and discount window).
Marketing is not difficult. Understand the solution and more importantly the audience you’re selling to. Master the industry and network with the right players who can provide the best products and services in their class. Trial and error, trial and error. When something resonates with the target, money will start gushing in.