Archives for posts with tag: seduction


The world is filled with advice how to seduce people. How to seduce to find a partner, seduce people to buy your stuff, seduce them to like you. Magazines are filled with advice, book shelves littered with publications that will give you that one advice that will change your life forever.

Marketers should be the masters of seduction. That’s their main objective. The one lesson about seduction you learn very early (mostly as a teenager): It only works when the other person is open to your seduction, ready for your “pitch” and willing to contribute on some level.

It is impossible to seduce a girl when she’s deeply in love with somebody else. It is impossible to seduce a conservative person with your progressive fantasy. You can’t seduce an avid non-smoker in trying our your cigarettes. You need to find the right people who are open to your seduction.

Some people were seduced by Obama. Many ignored him. Or hated him. It had nothing to do with his message, or his person. They just weren’t ready to open themselves up to his message. Just like the Windows phone will never be a big hit with Apple fanboys. Or Hyundai with drivers who admire German engineering.

Makes me wonder…

Why do marketers continue to treat everyone the same, please everyone, be admired by everyone, find the key to everyone’s heart?

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It’s tragic but true: Seduction is never easy when you’re seducing someone you actually like. When we fall in love with someone, we see them in the light of perfection. When we seduce a person we don’t really like, we put on the seduction mask, and desire to elicit a sense of inferiority.

Over the decades, most companies have shown all of us that they really don’t like people. They try to push them away with phone trees, form letters, and bureaucracy. People perceived to be inferior and felt the need to lie or take on a different persona to deal with companies. A soft-spoken person can turn into a raging tyrant after 20 minutes on hold.

With the advent of social technologies, people feel they regained some of their power back and that makes it harder for brands to seduce. Resulting in an emerging demand for transparency. People want to understand what companies are standing for, they want to share values. Ultimately, they want companies to love them and see them as equals. Not as inferior targets.

Too many brands are still using the seduction formula. Since seduction is a form of acting, brands need to have a concept of the audience’s expectations, understand what people will want to hear. The age-old problem with seduction aka advertising is that brands often don’t know what the audience will actually be touched by. More often than not, we guess why people fall in love with us. And brands are as clueless. It might be time for brands to put away the seduction masks and use the ultimate trick: be yourself.