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New Radiance Updates Newsletter
May 12, 2004
Vol. 3, No. 17
IN THIS ISSUE:
1. The Yin and Yang of Marketing
2. Lists of Marketing Resources
3. Motivational Tips
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~~ THE YIN & YANG OF MARKETING ~~
Marketing has traditionally been a "yang" activity - with
a go-get-'em approach designed by (primarily) males who
are competing with other males for the same piece of
business pie. Didn't matter if the product was created
for women, the marketing approach still tended to be
male-oriented, assuming, perhaps, that the "breadwinner"
was in charge of household purchasing.
Sure, Betty Furness sold refrigerators half a century ago
(in taffeta dresses and high heels), and women get to
sell cleaning and feminine care products today, but, as
a woman buyer, I have yet to feel embraced by automobile
manufacturers, lite beer distributors or insurance companies
as someone particularly worthy of their marketing attention.
Television commercials especially seem to operate on
the strictly male/yang model - even for items that women
need and use in modern society. A quick half-hour survey
one Sunday afternoon found only 5 of 29 TV commercials
aimed at women as the primary buyer... and two of those
five were of the fast-talking, hard-sell variety.
The four children's products featured male children in
a similarly fast-paced selling mode. Twenty of the 29
commercials were selling a variety of products to a male
audience - from pizza to pest control to home equity loans
to computers. Perhaps Sunday is a "male TV day," and
all the women are off doing something else, but even so,
I wonder how many men appreciate being hammered so
hard to buy stuff.
If you want to see an interesting example of a "yin"
approach to selling, tune in to the Home Shopping
Network sometime. Someone there understands that
women tend to feel more comfortable buying if they
have built a relationship with the seller first. Watch the
saleswomen speak directly to their female audience
members, informing them and becoming "friends" with
them, while at the same time selling thousands of items.
These saleswomen are not going for a one-time quick
sale - "Buy this now or else" - they offer information and
invite women in to a shopping experience and community.
What has been termed "spiritual marketing" by Joe Vitale
is another primarily yin marketing example. He talks about
manifesting sales through knowing what you want to do,
clearing your limiting beliefs about it, feeling yourself in
the picture of being successful, letting go of a
predetermined outcome, and acting on your inner
promptings.
Obviously, your prospective clients need to know you
exist, so some form of advertising and marketing activity
is essential - but the key to making it work is the yin
(attracting) process. If you're clear and enthusiastic, it
shows in your marketing materials, drawing in the right
people through the Law of Attraction. You don't have to
scream for your customers' attention, but you do need to
be visible enough for them to find you. And you do have
to give them good enough reasons to call you or to drop
by your store.
"Targeting" your market might be considered "yang-ish"
because there is a bit of a hunting element involved.
Sending out a mailing or placing an advertisement could
also be considered yang activities, because you are
actively going out into the marketplace.
The voice you use, however, could be either yin or yang,
depending on your approach. The 20 hard-sell commercials
I watched on Sunday were most definitely yang and
tended to push me away, rather than attract me in.
Presumably the majority of the males in the TV audience
responded positively - otherwise why would advertising
agencies keep using this method?
But I do think they miss out on a larger portion of the
marketplace than they realize. Of the 29 items being
pushed in my short commercial survey, all 29 were items
used and purchased by women as well as men.
Counting out the 5 "strictly female" products, only 2 of
the remaining 24 acknowledged a woman as a potential
buyer of the product. These two ads spoke in a voice
somewhat more yin than yang - instructive and inviting-in
rather than commanding and pushing-toward.
The body-mind-spirit market understands better than
most, perhaps, that balance is the key... although I have
seen many business owners lean a little too far to the yin,
hoping people would find them without the yang activity
of advertising their wares.
A combination of yin and yang - the outgoing and the
receptive - are essential in marketing, just as in the rest
of life. But as we proceed further into this new century,
I wonder if the line between the two is beginning to blur
some, that the actual balance is * within * the gray area
and not * between * the black and white.
If that's the case, the "laid-back" marketers might fire
up a bit and the "shouters" could start singing love songs.
Stay tuned.
Copyright 2004 by Barbara Casey
~~ LISTS OF MARKETING RESOURCES ~~
1) Looking for ways to keep yourself inspired or to raise
your personal vibration and business vitality? Check out
the resources listed at:
http://www.newradiance.com/InspiredMarketingIdeas.htm
2) For publicity tips and a list of quality resources, visit:
http://www.newradiance.com/PublicityAndPR.htm
3) Have you seen the new additions to our graphic
artists, consultants and writers' list? It's at:
http://www.newradiance.com/ArtistsandWriters%20List.htm
4) Are you writing a book? For a long list of resources
for self-published authors, including lists of editors, book
reviewers, book marketing websites, press release
services, literary agents and book publicity, visit:
http://www.newradiance.com/BookMarketing.htm
5) Inbound links to your website help your rankings
with the search engines. Here are links to 26 directories
where you can list your website free or for a small fee.
http://www.newradiance.com/Business%20Directories.htm
~~ MOTIVATIONAL TIPS ~~
Don't dream it; be it.
-- Rocky Horror Picture Show
Education is not filling a bucket, but lighting a fire.
-- William Yeats
The important thing is this: to be able at any moment to
sacrifice what we are for what we could become.
-- Maharishi Mahesh Yogi
Practice does not make perfect. Perfect practice makes
perfect.
-- Vince Lombardi
I am a great believer in luck and I find that the harder I
work, the more I have of it.
-- Thomas Jefferson
HAPPY MARKETING!
Barbara Casey
Barbara Casey is a Marketing Consultant whose specialty
is intensive focus consultations that show you the truth of
your mission and the direction of your marketing.
(727) 397-2702
Email: mailto:newradiance@earthlink.net
I welcome your inquiries.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
New Radiance Updates is a twice-monthly newsletter written
by Barbara Casey and sponsored by New Radiance Corp.
Previous issues beginning September 2001 are online at:
http://www.newradiance.com/newsletterarchives.htm
We respect your privacy and will never share your
email address with anyone.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
New Radiance Corp.
PO Box 86674, St. Petersburg, FL 33738
(727) 397-2702 newradiance@earthlink.net
Copyright 2004 New Radiance Corp
New Radiance
