Marketing – a tightly integrated effort to discover, create, arouse, and satisfy customer needs.

Bodice Ripper – a popular modern variety of romance novel that emphasizes the physical excitement of seduction and ravishment, usually in colorful settings based on the conventions of an historical novel and peopled by pirates, highwaymen, wenches, totally ripped scallywags, and drop-dead gorgeous damsels in distress.

Marketing Bodice Ripper – a tightly integrated effort to discover, create, arouse and satisfy your biggest needs through popular modern day technology designed to trip your emotional hot buttons by providing microwave solutions to your biggest problems through the heinous use of inauthentic and manipulative forms of influence and persuasion by less than scrupulous marketing pirates, highwaymen, wily wenches, totally ripped scallywags and drop-dead gorgeous damsels in distress with a great story to tell you and a greater desire to get into your head and your wallet.
Don't you just LOVE a good story … I do.
The first "bodice ripper" that I ever read was "Gone With The Wind". Took me on a fantastic trip to the deep South … I got to meet the stunning Scarlet O'Hara and the dashing Rhett Butler. I read about the craziness of war, felt the hunger, the pain, lived through Scarlet's many trials and tribulations, saw her pettiness, was totally devastated along with her when Rhett said to her, "My dear, I simply don't give a damn." Watched the rise and fall of Tara … that book …  that story has stayed with me for 4 decades … 40 years !!
Great story telling is an amazing skill … and in the hands of a master … it has the POWER to move the world.
Words are POWER-FULL.
They create whatever the speaker chooses to speak into existence … love, desire, joy, anger, fear, guilt, hope, excitement, curiosity, pain, hopelessness, salvation, redemption ….
People are bombarded with words all day long. Some of those words slide off of us like water off a duck's back. Some of those words get lodged into our heads and stick with us for a very, very  long time.
Just about everyone that I know loves to listen to a great story. The highs, the lows, the adventure, what the other person … or people did … how they overcame seemingly impossible obstacles … how they defied death … survived a car crash … changed everything in their lives … went from the outhouse to the penthouse ….
And if the person tells that story in such a way that whoever is listening can relate to the story … fascination sets in … connection happens at a core level … and people start moving their heads … agreeing – disagreeing … with what the person is saying. People get engaged emotionally and physically … their heart rate speeds up … they start paying closer attention … the words start burning their way into that person's memory and leave long lasting impressions.
Marketing Bodice Rippers
Have you ever noticed on conference calls that the first thing after all of the introductions and edification the main speaker will tell you THEIR STORY?
There's a reason for that …
The main speaker is telling their story to get people's attention and start connecting with the audience on an emotional level. The right people will connect with that speaker and see themselves (their story) in that speaker's story. And they are far more likely to respond to the speaker's call to action at the end of the presentation than someone who is not as connected emotionally to the speaker and their story.
Same holds true for all of the sales videos that you see out there, the infomercials that you watch on TV, and the print ads you read in newspapers and magazines. Why do you think the "Inquirer" sells so many copies every day …???
There is nothing wrong with any of  that by any stretch of the imagination. In fact, it is critical piece to any good marketing campaign.
However, in the hands of a master story teller with less than honorable intentions,  people can be easily taken for a rough ride on an emotional roller coaster … made to feel guilt and shame because there is something wrong with them.  Or even worse, be told that they have been lied to and nothing is their fault. – they just didn't know any better. And the only hope for them is to "get" the solution that is being offered to them because in doing so they will redeem themselves … they will prove that they really are smart and worthy. Talk about getting into someone's head and their wallet …
How absolutely and utterly disempowering is that ….??? It is so manipulative and inauthentic that it hurts me to even think about it. And, it costs people all over the world MILLIONS of dollars every year.
It is very hard to tell the "good guys" from the "bad guys" now days because the internet has provided the opportunity for people to create "instant credibility" for themselves. However, there are certain things that you can do to find out "WHO" it is that you are listening to and whether or not they are worthy of your time and financial blessing !!
  • Google them … Google is your friend and will tell you the good, the bad and the ugly if it is out there on the internet
  • Become a stalker (in the best sense of that word) … Find them on Facebook, Twitter and connect with them. See who they have around them and what is being said about them.
  • Check out their websites  …. is there contact information available. If so, use it and connect with them. If they don't respond to you, that tells you something doesn't it ..??? If there isn't any contact information available … that tells you something as well !!
  • Take your time making buying decisions. Do your research, see if there are testimonials available. Do they feel comfortable to you ..??? Listen to your GUT. Your gut will always tell you the truth if you listen to it.
  • If you want to buy something … GREAT. Does it fit into your budget or are you taking food off your table to pay for it …??? The former gets a green light … please don't ever do the latter. If it is a great product, you will be able to get it or maybe something even better in the future. Always give yourself a minimum of 24-48 hours to make your final decision. List the pros and the cons. If one out weighs the other, you have your answer.
  • If you are looking to hire a coach or get into a coaching program, get references. Yes… references can be manufactured. However, depending on the type of coaching, ask those references about the tangible results they achieved. And then, get references from the references. Time consuming I know, but if the references don't have references, that is a BIG RED LIGHT.

Awareness is the beginning of education. And as Syms says, An Educated Consumer Is Our Best Customer !!


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