The 7 Deadly sins are traits and emotions we all possess but have you as a business person ever considered using them to make a sale?
Is it a sinister tactic?
Possibly, but maybe the 7 sins are actually not so sinful. After all it is the 7 sins that drive us forward in life mentally as well as materially so the question is….
Are you using the 7 sins in your marketing?
Lust – Intense Desire
Originally related to “sexual desire”, lust could be associated with the marketing tactic of sex sells. However with so many vices in the world it’s evolved into an intense desire for anything.
Today lust is powerful in marketing with the help of design and branding. Creating an image and a following that one can desire will leave your business with the advantage of being lusted after.
Gluttony – Over Indulgence
Originally concerned with food but in todays society Gluttony associates itself with much more pleasures. It’s like desire but with physical consumption.
In marketing, the word “indulge” is used constantly to sell yogurts, chocolates, pampering and beauty. It is a clever sinful tactic. Overindulge sinfully with one (food) , then fix the problem by overindulging in another (pride). Good copy often leads to indulgence.
Greed – possess more than one needs
Greed was associated with theft or want of
materials things and it is very much like Lust and Gluttony but takes an actionable role. Quite possibly the marketers most favourite sin as all roads stem from this sin and lead to the “Call to Action”.:)
Whatever your desires, you are greedy because you want more of something and rather then find it naturally, theres a sellable solution out there which could be easier or quicker which leads to Sloth.
Sloth – Laziness physically or spiritually
Defined as “ones failure to act on ones talents and gifts” but widespread today as being unspiritual and possibly lazy.
Sloth promotes quickness combined with new ideas to make us more slothful. Technology, services, entertainment and lifestyle are all becoming “instant.” It’s a basis to make us more slothful and less spiritual by wanting everything quicker and easier.
Sloths marketing tactic is “make it instant, less thinking”.
Envy – jealousy
Envy is directed at a person specifically, possibly because their not so slothful or maybe because they acted on their 7 sins to get what you envy. Envy drives desire and envy could be the definition of your refection of perfection.
Often used in marketing through design to create an illusion of perfection and in return building a relationship, making you envious and making you buy.
Pride – more important, attractive then others
Considered the biggest sin in Christianity, is your pride. It seems like a personally character trait, one that’s not really marketing orientated but it is actually an easy to target characteristic.
Pride in marketing defines itself as the latest thing. Get the “NEW” BMW 5 Series, the “NEW” Ipad 5, the “NEW” improved hair shampoo. Why? Because the old one is now old and the new one is better and if you have any pride you’ll want the best, the latest and the new version to be attractive and more important to satisfy your pride. Having the old won’t suffice.
Pride works well with reverse psychology . The old Apple ads Mac Vs PC. Who was left looking like a dummy, not wanting to move forward?……The PC who had too much pride.
Wrath – Anger, revenge
How can wrath be used a s a marketing strategy? Definitively it’s negative with violent outcomes, quite impossible to be sold as a positive but Wrath is the only sin that’s not wholly associated with selfishness. Wrath is rage aimed at someone else as oppose to pure self-satisfaction.
Marketers use wrath subliminally to sell through two forms being “customer service” and “communities”. Good customer service is one of the most desired and appreciated sales aspects. It could be the very reason a sale is made with you as oppose to another. Technically it could also come in the form of forums and groups. Think of it as pre and post wrath diffusion to make a sale and keep you in the mitts.
When your creating your next marketing plan, design document or brand strategy consider using the 7 sins to build a better relationship with your audience. It may sound sinister but remember that we all possess the 7 sins, it’s human nature and we can all relate to them.
On another note a sin is only a sin “in excess” and how we react to our sins is what could turn a sin into a positive thing. Afterall, each sin could be mistaken for ambition, success or self-improvement.
Are the 7 sins actually a positive thing? Are marketers actually trying to save our souls as oppose to buying them? What do you think?