The four human desires (acquisitiveness, rivalry, vanity and love of power) were our topics the last time around. In this episode, we go a little further, diving into two key human conditions: fear and greed. In doing so, we pick apart the motivating factors behind using these as emotional drivers in marketing.

Erik Deckers contributed to this essay, adapting a post from his site ProBlogService.com. He is the author of Branding Yourself and No Bullsh*t Social Media and served as the writer-in-residence at the Jack Kerouac House in Orlando, Florida. His wife Toni provides voice over work for this show.

 

Links

Be sure to check out other major stories from the March 20th edition of The Full Monty:

• The 2017 ranking of the world's most reputable companies is out, from the Reputation Institute. The most important driver of corporate reputation by far is perception of quality, followed by have a positive influence on society, behave ethically, and be fair in the way it does business.
• Small businesses in the U.S. are moving more of their budget to digital, including mobile, social, video and search. According to the January 2017 study by Thrive Analytics, 40% of U.S. SMBs said they plan to increase spending on digital media.
• New research reveals a surprising level of distrust from women. More than 80% of women claim to distrust the news media, citing “inadequate fact checking” and “political bias” as the primary causes. And brand marketing didn’t fare much better—when asked about their trust in advertising, the response was similarly distrustful: 80% of women say they don’t trust ads.

 

Credits

Theme song: "The Liberty Bell," by John Philip Sousa, performed by the United States Marine Band and shared under a Creative Commons 3.0 license.

Incidental music: "One More Stripper" by APAMusic, royalty-free license from Pond5.com.

Voice over: Toni Deckers

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