Fear sells. Those who want to sell accentuate or create the illusion of division and conflict to engender fear and to increase the bottom line. Such marketers further exploit our cultural traditions.
On the Dave Ramsey Show (which is jammed full of praiseworthy financial information), Dave stated: "I wish you all a very, merry Christmas! This message is not approved by the ACLU. I just love Christmas and you can get in on many of my Christmas specials. . .” He proceeded to note what could be purchased through his network and then ended this commercial plug by giving a round of many Christmas wishes.
There is nothing wrong with that, but let's break it down: Why the ACLU bit? It's an emotional pull (i.e., “I am the true keeper of Christmas.”) to his listeners to buy his stuff and “save Christmas from the evil ACLU.” Brilliant! (Fact is, the ACLU would champion his right to wish everyone a Merry Christmas on his private radio program to which those like me can voluntarily listen.)
Marketing psychology shows that if purchasers obtain a valuable product, and that purchase generates business for a cause they culturally and emotionally hold dear (i.e., Christmas), and it defeats the evil that seeks to destroy that same cultural icon (the evil ACLU), purchasers will more likely make the purchase.
Again, Ramsey is brilliant. He does help millions become financially responsible, and he does maximize his profits by using the same ploy politicians and political talk show hosts use: fear.
Loren M. Lambert © December 15, 2011
On the Dave Ramsey Show (which is jammed full of praiseworthy financial information), Dave stated: "I wish you all a very, merry Christmas! This message is not approved by the ACLU. I just love Christmas and you can get in on many of my Christmas specials. . .” He proceeded to note what could be purchased through his network and then ended this commercial plug by giving a round of many Christmas wishes.
There is nothing wrong with that, but let's break it down: Why the ACLU bit? It's an emotional pull (i.e., “I am the true keeper of Christmas.”) to his listeners to buy his stuff and “save Christmas from the evil ACLU.” Brilliant! (Fact is, the ACLU would champion his right to wish everyone a Merry Christmas on his private radio program to which those like me can voluntarily listen.)
Marketing psychology shows that if purchasers obtain a valuable product, and that purchase generates business for a cause they culturally and emotionally hold dear (i.e., Christmas), and it defeats the evil that seeks to destroy that same cultural icon (the evil ACLU), purchasers will more likely make the purchase.
Again, Ramsey is brilliant. He does help millions become financially responsible, and he does maximize his profits by using the same ploy politicians and political talk show hosts use: fear.
Loren M. Lambert © December 15, 2011
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