The invention of marketing and democracy - Sigmund Freud's nephew

 Hey ! Today's email might come across as a little whacky... I tweeted today about the relationship between capitalism and consumer individualism, and how this impacts marketing and technology. You can check out the tweet and follow me here: [ I wanted to dive a little deeper here in the emails with you guys... You see, back in the early 1900s, we lived in a very much needs-based society. People purchased what they needed, and so products were marketed based on their feature sets, and nothing more. This is when Sigmund Freud's nephew came onto the scene, Edward Bernays. Bernays was the first to sell based on unconscious, emotional impulse - as influenced by his uncle. He was one of very few who truly understood the subconscious mind. His work, which I'll get to in another email, because otherwise we'll be here all day, influenced both the political, and consumer landscape. In a nutshell, he created desired in people, that corporate America then sold into. An example of this is purchasing a certain car for status, as opposed to mere utility. As a result, capitalist America was born and flourished. Before Bernay's did so, the advertising industry in the western world simply did not exist. He understood that a far more effective method of selling was tapping into people's deepest desires - specifically those based around how others, and society perceived them. This goes far, far deeper - which perhaps I will touch on in future. But wanted to keep it brief in order to leave you with a lesson in marketing here. Many of you, if not, most of you, are trying to sell the utility of your products. The features, and the benefits. Because that's what we're told to do, right? Irrespective of the product, you should be thinking about how your customer feels, and how they're perceived. Here is an example: Instead of selling a hardware/tool based on its use, position the tool as a means for a man to feel more masculine. To feel as though when he uses the tool, his wife feels as though he is taking care of the household. You'll see a wildly different result in your marketing if you come from this approach. And that's a boring, highly utility based product example, which I chose on purpose to show you that this is how you should be thinking in ANY niche! Bernays did this with tobacco in 1929. Women were not smoking - which was seen as an opportunity for tobacco companies to double their market. Bernays devised an advertising campaign, calling cigarettes "torches of freedom" with imagery of women smoking them. This made women feel liberated and powerful when smoking a cigarette. It was a blazing success (pun intended). Hope you enjoyed the history lesson. If you did, please let me know and I'll go further in depth into these topics. Otherwise, if you want to have a conversation around these topics for YOUR brand, you can book a 1-1 call with ME, here: [( (Yes, this will be with me, not my team) Lately, I've implemented a new approach to systemise your brand growth, that takes the guess-work out of your marketing. I will break down that system for you and leave you with actionable steps to do so yourself. Here's the link again: [( Chat next week! Dimitri  This message was sent to {EMAIL} by DimNiko Agency. To ensure you receive emails from DimNiko Agency, please add us to your address book or contact list. DimNiko Pty Ltd, 4 King Street, Prahran, Melbourne Victoria 3181, Australia [Update your subscription]( — [Unsubscribe]( We are DimNiko, it’s our mission to create and provide a community that helps you live a more free and fulfilled life. When DimNiko was established, we wanted to make the community an inclusive, welcoming table where everyone can get ahead together! 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