Without the DEEP water below it,
there cannot be a surface level above it:
This post is a web page and is only made up of html code.
HTML code is simply keyboard characters: some of them are the actual words you’re reading now, and some simply refer to files elsewhere and instruct your browser to place the images in certain places on this page or to display the text in bold or italics.
This web page is made up of the keyboard characters, the related graphic images and other files, and behind all of it are your browser, your computer, and the entire internet infrastructure, and electricity-generating infrastructure.
By itself, there is no thing called a web page.
Marketing is like this web page. Marketing is made up of psychology, sociology, and economics. You can’t have marketing without these. Or without customers to market to. By itself, there is no thing called marketing.
What are all of these?
- Psychology: how individuals think, feel, and behave
- Sociology: how groups of individuals think, feel, and behave
- Economics: how individuals and groups make decisions under conditions of scarcity (scarce money, time, and resources)
- Marketing: how to get individuals and groups to think, feel, and behave in order to make buying decisions that are commercially profitable for an entity (a company or NGO)
We’re going to start a series of short, easy-to-follow posts that go below the surface of marketing and explore psychology, sociology, and economics. But only as they relate to marketing, advertising, public relations, and sales.
You won’t see any 18th century Adam Smith microeconomic theory here.
And you definitely won’t hear any “tell me your fantasies about your mother or father” Freudian analysis.
However, you will learn very usable stuff for your marketing, advertising, public relations, and sales, all backed by specific examples so you get it:
- Some will be “Well, DUH, Bill … but I didn’t know the actual scientific reason for it”
- Some will explain how knowing the exact number of messages your prospects need to get to learn what you’re offering (psychology) solves the problem of a limited budget (economics) in creating your advertising plan and schedule. It’s really simple. In fact, it’s just two precise numbers, thanks to psychological research
- And some will help you continue with those things you’re doing that are working because now you’ll know deeply why they work — while correcting fundamental mistakes you might be making out of habit for those handful of things that aren’t working
Because I already you know you’re bright, I’m fully confident that you’ll get tons of ideas beyond the specific ideas and strategies I give you.
Our series unfolds with this topic over the next six posts (each one about the same length as this post you’re reading):
The DEEP Psychology in using Repetition Effectively:
- Why do repeated messages lose their effectiveness? Is this reversible?
- How do we develop habits and expectations? If they’re hooked on Brand X, how do you get them addicted to your brand? Psychology’s Law of Association
- What do people actually remember? How do we help them remember your product?
- “Because night follows day, day causes night:” Why our minds trick us into magical thinking … and why’s that a good thing for you
- Tell me a story: the deep psychological power behind stories and narratives
- Strategy: DEEP Psychology shows us how to use repetition effectively
For each post, I strongly encourage you to publicly post your questions, thoughts, or comments OR privately email them to me.
Remember: Ripper Marketing is for YOU. (I already know this stuff. Really, Ripper Marketing is for YOU.) So ask your questions and you SHALL receive your answers. But I’m not psychic yet, so enter a comment or send an email.
Talk to you in three business days with our post about the DEEP …
Bill
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