"Magic mirror in my hand, who is the fairest in
the land?"…
My Queen, you are the
fairest in the land."
Marketing is the art of creating the illusion of
primacy, rarity or uniqueness, any kind of exception in order to sell
something.
Because exception such as primacy, rarity and
uniqueness generate envy in people, envy generates attention, a growing
attention is audience and nowadays audience can be converted into money or into
a cult (used in ancient times… though).
But what are the skills
involved?
If we do not apply any
judgment, the art of creating illusions belongs usually to activities such as magicians,
storytellers, artists, mythomaniacs, shamans, crooks, frauds, hypnotists,
manipulators, mentalists, liars, leaders, publicists etc.
So the skills seem to be related to some kind of
‘surprise’, ‘magic’, ‘attractiveness’ or ‘charisma’, anything to capture
attention.
Some of them formulate clearly the illusion others
play with the illusion and most of them hide it completely. But all of them are
some kind of ‘artists’ since they use their own ability with mastery or not to
make us believe, dream, participate or work towards a goal, an idea that
usually surprises us attracts us and for long time enough so that hopefully with
the help of circumstances the desire of the ‘artist’ - ultimately - can
manifest. Of course there is no performance guarantee because life does not
guarantee anything. And we understand with a little bit of maturity that we do
not control anything, yet we can all recognize that a belief can definitely
pull people away long time enough to cause a change – basic principle of stock
market - thanks to people themselves actually except they needed consciously or
not a ‘master’ to convince them and carry the burden of responsibility in case
of ‘failure’.
We can also notice that if the desire manifests the
‘artist’ will be considered positively and if it does not he/she will fall into
any of the pejorative activities listed above.
But we have to keep in mind that effectively the creation
as such is not that important and that is obvious because we are never ‘the
creator’ in the sense that first of all we do not create we discover - Lavoisier
principle: "no new matter can come into existence where there was none
before” or “for it is impossible for anything to come to be from what is not,
and it cannot be brought about or heard of that what is should be utterly
destroyed." And finally for one exploitable discovery there are many
discoveries that precede with a majority not being exploitable at all due to
circumstances.
Again circumstances…
So basically whether our attention is caught by somebody
else’s dream and we participate in its manifestation or we are ‘artists’ so we embody
our own dream to catch attention and make it happen.
But let us never forget that if we are not perceived
as the Queen in the land, means as the absolute reference in what we are trying
to sell then our marketing is not good enough: there isn’t enough magic in the
mirror we have chosen.
The only thing we can do then is to check out our
‘magic’ skills whatever, whoever we use in terms of vision, attractiveness or
charisma in the present circumstances. And we better keep in mind that even if we
are the Queen a serious ‘Snow White’ competitor will appear at some point as
renewal energy and it belongs to us to fight against or integrate it.
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