<\/span><\/p>\nPride<\/h2>\n
Everybody wants to feel a sense of accomplishment. To feel special. To place themselves above the crowd and smile knowing that they have more reason to radiate pride than their fellow humans.<\/p>\n
When it comes to the world of the people inside your computer, harnessing the power of pride can effectively turn curious customers into purchasing, returning customers. Let\u2019s take a look at some examples.<\/p>\n
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Pride: Dribble and Behance<\/h3>\n
Dribble and Behance reel in viewers by asking them to \u2018show and tell\u2019 their skills with other users. The results? A spark in their subconscious that makes them want to be at the top of that list. To be the best \u2013 to be a part of your world.<\/p>\n
<\/span><\/p>\nPride: SEMrush<\/h2>\n
<\/span><\/p>\nHere at SEMrush we leverage the appetite for pride, a mechanism\u00a0for getting better, and achievement, to engage our fans with our brand and keep them coming back for more.<\/p>\n
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After you become an SEMrush Champion you can complete challenges to improve in the realm of digital marketing\u00a0and start earning\u00a0points that are not only used to redeem prizes, but climb the leaderboard and get acknowledgment for your hard work.<\/p>\n
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Envy<\/h2>\n
This one is a bit similar to pride \u2013 but goes a little deeper. The fact is, we all want what we can\u2019t have \u2013 or what we think we can\u2019t have. In essence, if we see that other people are relishing in the glory of something, we also want it and will do whatever it takes to get it. It\u2019s human nature, and a surefire way to win customers.<\/p>\n
Envy: Pokemon Go<\/h3>\n\n
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When gamers got their hands on Pokemon Go, a themed augmented reality game for the real world, it spread like wildfire, surpassing Twitter with over 65 million users in its first week.\u00a0It quickly became not only one of the most viral mobile applications of all time, but\u00a0arguably the most addicting.<\/p>\n
When it comes to leveraging the appetite for pride, Pokemon Go is rumored to soon release a leaderboard, allowing its top Pokemon trainers (battlers) to showcase their captured Pokemon for envious eyes to see.<\/p>\n
As fellow Pokemon trainers start battling to conquer and steal Pokeman, many business owners are creating\u201clures\u201d to bring people into their territory and petition game developer Niantic to establish nearby\u00a0\u201cPokeStops\u201d and \u201cGyms\u201d as magnetic drivers to draw crowds around their places of business.<\/p>\n
<\/span><\/p>\nWrath<\/h2>\n
In the real world, wrath refers to overwhelming feelings of hatred, anger or rage. On the web, it refers to creating a buzz or gossip about a certain service or product offering. Everyone loves to gossip \u2013 it\u2019s how the human brain works, and can do wonders for your business. Here are some examples.<\/p>\n
Wrath Example: eBay<\/h3>\n
This is a prime example of wrath at work. The website offers users with the opportunity to give and read reviews on all products. The result? A large portion of them will want to try out the product for themselves to form their own opinion, and give a piece of their mind, too. Whether it\u2019s positive or negative, it\u2019s exposure \u2013 and that\u00a0counts.<\/p>\n
<\/span><\/p>\n<\/span><\/p>\nGluttony<\/h2>\n
And no, we\u2019re not talking about the eating kind. Food isn\u2019t the only thing one can over-indulge in to be labelled gluttonous, and the internet is no exception.<\/p>\n
There is a reason the saying \u201cmy eyes were bigger than my stomach\u201d came to be. Humans want to consume more than their capacity allows them to, which is why many restaurants and service providers offer certain \u2018unlimited\u2019 offerings on their plate. Check it out:<\/p>\n
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Gluttony: Halo Top<\/h3>\n
Halo Top flipped the actual drive, targeting the same emotion, but from the other side. By using temperament, the opposite of gluttony, they made it easy for you to overindulge by simply letting you of the hook for \u201csinning.\u201d<\/p>\n
\u201cFinally, a healthy ice cream\u201d that doesn\u2019t require that you \u201csave a bowl because you are going to want to eat the entire pint;<\/em>\u201d cleverly overcoming the objection for those thatmay have otherwise resisted the negative urge.<\/p>\n<\/span><\/p>\nGluttony: Wix<\/h3>\n
By upgrading your site to \u2018premium\u2019 with Wix, you get a whole lot more for a very nominal fee. They even highlight the most \u2018delicious\u2019 plan for your convenience, showing just how much you\u2019ll get for such a small amount of money.<\/p>\n
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<\/span><\/p>\nLust<\/h2>\n
We\u2019ve all heard that sex sells, used by the advertising industry since the \u201880s to tickle our sexual appetites and draw attention towards the creative. And while the sexual imagery is the most powerful stimuli to attract attention, its greatest strength is also considered its greatest weakness. The sexual association can quickly take precedence and distract the viewer from the evaluation of the creative.<\/p>\n
So, how do companies leverage the sexual association without affecting the viewer\u2019s ability to evaluate it?<\/p>\n
Lust Example:\u00a0BMW<\/h3>\n
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By deciding to use sexual imagery at a low level of explicitness, they are creating\u00a0higher copy evaluation.<\/p>\n
The higher the explicitness, the lower the ad evaluation. It\u2019s a fine line, so no shenanigans!<\/p>\n
Unlike in ancient times when sexual desire was defined merely by our pure biological need to reproduce and create offspring, the modern world is much different.<\/p>\n
Today, we are largely divorced from reproduction and sex is typically focused on pleasure.<\/p>\n
Our definition to what is attractive has more depth, and being defined every day by the imagery and information we are repeatedly exposed to, over and over again.<\/p>\n
Here is a clever use of lust in Volkswagen ad copy:<\/strong><\/p>\n<\/span><\/p>\nBut, lust does not just refer to sexual desires. Humans lust after things too, and on the internet, they lust after shiny things: mostly, shiny things that are completely out of their budget.<\/p>\n
Lust Example: Apple<\/h3>\n
To trigger this emotion, advertisers use a variety of techniques to put that lust on steroids and heighten the desire further. For example, big text, big pictures, big sequences and big effects.\u00a0But here\u2019s an actual picture, just in case.<\/p>\n
<\/span><\/p>\nEveryone wants a piece of luxury; a right to overindulge. After all, we deserve it. So look at the size of that picture. Look at the angle. Look at how sleek and seductive it looks. Mission accomplished. This image oozes lust, igniting a flame in every viewer to make the product their own.<\/p>\n
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Sloth<\/h2>\n
The advertising world caters more to human laziness, especially when it comes to technology. We want things to be easier, faster and more straightforward to accomplish. We want to get the most out of a product or service while needing to do the least amount of work possible to achieve it. Which websites accomplish this? Those that claim to do all of the work for you so you don\u2019t have to.<\/p>\n
Sloth: Tummy Tuck<\/h3>\n
According to Tummy Tuck, there\u2019s no need to go to the gym and stand on a treadmill for hours. You can lose the same amount of weight just by sitting in front of your TV while wearing this belt. Advertising success at its finest.<\/p>\n
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<\/span><\/p>\nGreed<\/h2>\n
Similarly, to pride and envy, we all want more than we need. We want wealth, power, status \u2013 without having to work for it. When advertisers show you just how much status and fame you can achieve with them \u2013 their success as a business is pretty much in the bag.<\/p>\n
Many people dream of having 90.3 million followers like Katy Perry. They see how much fame she has, and how many people follow not just her profile, but her every move. Twitter shows its users that they too can achieve such glorious status by getting so many customers.<\/p>\n
It\u2019s very, very clever, and advertisers use the same methodology on platforms like Facebook and YouTube as well.<\/p>\n
<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"How To Use the Seven Deadly Sins of Marketing Pride, envy, wrath gluttony, lust, sloth and greed. Intense, right? When we think of the seven deadly sins, we generally think of trying to avoid them. But what if you could\u2026<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14409","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/14409","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/comments?post=14409"}],"version-history":[{"count":0,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/14409\/revisions"}],"wp:attachment":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/media?parent=14409"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/categories?post=14409"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/tags?post=14409"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}