Marketing tactics

This post is a little random, but bear with me. I have been reading the 'new' book (It's been out for a while... dunno how long) by John Eldridge, 'Fathered by God' - previously published as 'The Way of the Wild at Heart'. In it he expands on concepts from 'Wild at Heart' and outlines in more detail the path a man takes to go from a boy to a mighty man of God. The basic path that each man must take consists of phases - the Cowboy phase, Warrior phase, Lover, King, then Sage... give or take. The cowboy phase is when a young man seeks adventure and learns from the adventure. The warrior stage still involves the adventure, but it has a more defined purpose now, and it is when the man realizes he must fight for the truth and what is right- that's how God created him. I haven't made it to the other three stages in the book, but the lover doesn't necessarily have to do with a woman, though it certainly can involve one. Rather it's more of a time when the man realizes the beauty of creation, and the 'pen mightier than sword' concept. He's still a warrior, but understands in greater depth how to accomplish new challenges... Picture David and his Psalms- those represent David as the lover. The King is when the man has a family and 'domain' of his own, and finally sage is as an older man with wisdom to offer the young men advancing through the stages... Obviously all these stages overlap and they exhibit themselves in different ways for different men, but the need is there for all men to experience them in one way or another. What does all this have to do with marketing? I thought you'd never ask.

So everyone knows the idea that 'sex sells'. Basically you want to sell a product, take some pictures of the product with a beautiful person (I say person, because men and women are used to sell products with the same tactic in mind) and it will sell. The reasons it will sell are because either: a.) People subconsciously think that by having that product it will make them look like the person advertising it, or b.) They believe they will attract people who look like the person advertising the product. Follow me so far? So yes, this tactic works on both men and women, but my theory is that much of it is directed at women. What? Yeah ok so the ads with half-naked women advertising bud light are obviously directed at men, but walk into the women's section of the mall, or even just the makeup counter. All the ads send the message "You could be beautiful like this if you used this product". Or, "want guys to notice you... try this." (Sidenote here, go listen to 'Beautiful You' by Jonny Diaz. Awesome song that's dead on.) Still wondering what all this has to do with my first paragraph? Yeah, sorry, I'm getting there. There's just a lot of stuff to talk about you know?

So that tactic is used the strongest against women, because it is speaking to the desire women have (a godly desire by the way) to look and feel beautiful. Guys for the most part don't have that desire. Sex is used to sell to them in the sense that 'if you use this product, these kinds of girls will like you'. Instead of a desire to feel beautiful, guys want to know if they have what it takes. Do they have what it takes to conquer this adventure, to win that girl, to be a leader, to stand for what's right, to be a man? I think the vast majority of marketing at men is directed at this question, and pretends to offer the solution. The pictures say "If you buy these combat boots, you will be tough and bold like this guy here". "These cargo pants will make you more adventurous, if you only wear them you'll be able to climb any peak or make it through any mess". "Buy this backpack and you too will be man enough to handle this". "This tool will let you solve any problem... you could build the empire state building with this bad boy". "Want to make it to the top of the food chain in your company? This shirt will show your coworkers that you're the professional, and you have what it takes to go to the top." "This gun will make you the crack-shot ninja you know you can be - uber tough guy". "Wear these sunglasses and everyone will know you don't mess around and can take anything". Ok, so most of you are laughing at this point, and I don't blame you. But look around at the ads... they aren't really saying 'You could look like this, they're saying you could accomplish this and be successful, tough, and adventurous. Y'all have probably already realized this, but I just saw it on such a deep level today I had to share. My warning should be obvious at this point (and is directed as much at me as anyone) Beware of trying to answer your questions about yourself by looking to the world and what it offers. God knows you have what it takes, he will test and prove it to you, and he will direct your path to be the Man of God you were meant to be. Clothes, gear, and other accessories are cool and (hopefully) functional in your adventures. But when you look to those items to provide the adventure or to become more adventurous, you've got it all backwards.

Thanks for sticking through to the end, hopefully I made sense. By the way, if any of you guys want some adventure, look me up! Let's go kayak some waterfalls and climb some 5.11 pitches. Let me make a trip to the store first though, I'll be ready for anything when I have that...