Power, Money, Sex and Marketing

A frequent theme in my marketing posts is this: good communications continually answer the question, “What’s in it for me?” Digging deeper, we can make some deductions about why people want that question answered.

The ultimate goal for many people in many situations—not everyone in all situations—is obtaining and keeping “power.” Power is defined in this case to mean the ability to control thoughts or actions, whether their own or those of others.

“Buying power” is a common, frequently used term. What does it mean? Buying power refers to an individual’s ability to make informed, educated decisions on which products to purchase, and which to avoid. People are “empowered” by having information that lets them make these decisions.

Just below power on the top of the motivation pyramid are money and sex. Why? Because money and sex are both rewards for obtaining power—the more power one has, the easier it is to obtain money and sex—and ways to gain power.

As an example, look at any state or national political campaign. Far more money is spent running for office than the winner will ever hope to earn in salary, even if elected to a lifetime in office.

Power and money are also aphrodisiacs. Using politics—and business and religion, too—as an example, look at the numerous campaigns derailed by allegations of marital infidelity. Why? Because some people will do anything, including having sex with someone, to obtain even a small amount of it.

Let’s also look at sex and money in marketing campaigns. How many fashion campaigns have you seen showing clothes, shoes, jewelry or other items on desirable models (i.e., people others may want to have sex with)? These campaigns would bomb completely if the same clothes were shown on obese or “average” human beings.

The multi-billion dollar gambling industry is based on one key concept: people want money. They will spend what they have, and what they can get, in an effort to get more.

Now that we understand these motivations a little bit better, we have a better understanding of the importance of answering the “What’s in it for me?” question.

So how does this understanding apply to a press release? Read on.

“Jane and George Everyman want you to come to their new store’s grand opening and spend every cent you have and can get on products you don’t need that will not transform your home into a palace and you into a fashion model. Your money, though, will let Jane and George buy even more toys for themselves and give them the power to hire and fire more employees.”

A press release like this would generate either outright anger or—at best—disinterest.

“Everyman’s, a store offering high-end fashions for you and your home, announces the Grand Opening of its newest store. Everyman’s is packed to the rafters with items that will make you and your home the envy of your friends and neighbors. Shop at Everyman’s. Everyone else is.”

A traditional marketing approach contains the same information but in a sugar-coated way. These traditional approaches also answer our primary question (“What’s in it for me?” with the answer being sex appeal and the power to cause envy) but far less blatantly.

Understanding and using these traditional approaches, and finding new ways to say the same thing, is the key to marketing success and business survival.