Video Transcript
Tapping Primal Emotions
I am going to talk about Gorilla Marketing today and I am going to cover just a huge range of things. There’s a very important thing in advertising and marketing, which I would call the ‘Factor of Primal Emotions.’ You know people are driven and motivated by a lot of things and you can get very complicated and esoteric about what makes people tick but really, people are motivated by very simple core emotions.
So here’s the latest issue of Cosmo. Now, I want to explain the psychology of a Cosmo cover. First of all, I want you to understand that more work goes into the cover of this magazine than anything that goes inside of it. And this is one of the most exquisitely engineered pieces of marketing every single month and you can study it and you can learn from it.
Now, what is right in the center of this magazine? Don’t mince any words. What is like right in the center of this magazine?
FEMALE: Her chest?
A pair of tits! Okay? Now why are they there? Because nobody cannot look at them, so that you will read the headlines that are next to them. The very best advertising always appeals to primal motives. That is driving everything that goes on in Marketing. Now, it may be hidden or spun in a very delicate or genteel or friendly way, but still going after primal emotions.
You guys are going to get an assignment today. And you’re going to have to go sell somebody on something. And whether they act on you or not, if you can give them some – like really sophisticated thing that they think is a neat idea, they’re going to act on what you are trying to sell them, if and because you tap into primal emotions.
Another big factor in Gorilla Marketing is the use of publicity. Newspaper reporters, magazine reporters, somebody like that, they’re waiting and looking for interesting things to write about and talk about. All you have to do is make what you do interesting and wrap a story around it and the reporter will do your publicity for you.
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