Seven Deadly Sins
Your marketing strategy should incorporate at least one of the seven deadly sins. μ
- Wrath -- from Sun Tsu's The Art of War: if angry, then provoke. An example is Southwest Airlines's Triple Crown advertisement in which they called out Northwest Airlines for "lying":
- Greed -- save money or make money (if you're having trouble with this one, make checks payable to Sean Everett, contact me for the address)
- Sloth -- the strategy to use for laziness is simple -- show how easy the product/service is to use. This sin also helps determine a monetization tactic: subscription-based payments come to mind.
- Pride -- ah, the ego, which is likely the easiest to exploit. Just give someone a reason to feel important, and they will throw their time and money at you. Thanks Foursquare for allowing me to check into the hottest place in the city.
- Lust -- sex sells. The panel on creating viral videos at SXSW 2010 made this video called Boobies & Kittens to prove a point: sex + cute = marketing juju
- Envy -- greed is a subset of envy, which is a more emotional than material state. Exploit this sin by using the others-have-it-why-don't-you tactic.
- Gluttony -- mmm, delicious. Try watching the Food Network on an empty stomach and you'll understand this one.
