Archive for copywriting
To Care or to Dominate?
Posted by: | CommentsRaine Eisler, noted social scientist, attorney, and author has analyzed the deep structure of historic Western civilization and she coined the term “Dominator Model”—the top-down, hierarchical social structure that ranks men as the superior gender, women as second class, and winner-take-all as the “natural” code of conduct not just for human behavior but for life itself.
She wrote:
If we look at our current fiscal priorities, we see that policymakers always seem to find money for control and domination—for prisons, weapons, wars. But we’re told there’s no money for caring and care-giving—for “feminine” activities, such as caring for children and people’s health, for non violence and peace. — The Real Wealth of Nations, Berrett-Koehler, 2007
We add to her list of care-giving activities caring for the health and well being of the planet.
We have for a long time made the same argument. How is it that governments’ can fund armaments and not teachers’ salaries?
Reparations for the damage done by the Exxon-Valdez oil spill off the coast of Alaska were fiercely fought by legions of attorneys while at the same time we do not even drop to our knees in shame before the fact that “38.2 million Americans now live in households that suffer from hunger . . . an increase of 43 percent since 1999″ from the report entitled Household Food Insecurity in the united States, 2004.
It’s as though caring is a disease but warring is not.
Our awareness of this culture of abuse propels us, Judith & Jim, , in part, to champion a new consciousness in commerce — to help heal all that needs healing on this beautiful planet.
We ask you to support us in the work we do by purchasing our marketing support products and programs whenever it’s right for you and your needs.
If you don’t already have our much-praised Soft Topic Copywriting Secrets course, get all the information you need by going to http://www.softtopiccopywritingsecrets.com
And be sure to get our new #1 bestseller The Heart of Marketing – Love Your Customers and They Will Love You Back (Morgan James, May 2009) by going to The Heart Of Marketing and get your 62 Gift Bonuses as well!
Because It’s All in the Connection,
Judith & Jim
Advertising Age (or AdAge) magazine delivers news, analysis, and data on marketing and media. In the March 2, 2009 issue, in an article about the difference between soft and hard sell, accrording to authors Hamish Pringle and Peter Field:
What the data show us is that emotional campaigns are almost twice as likely to generate large profit gains than rational ones, with campaigns that use facts as well as emotions in equal measure falling somewhere between the two.
Pringle and Field characterize hard sell as “persuasion-based rational arguments”; and soft sell as “campaigns that inspire strong emotional responses and create true engagement.”
Advertising Age is no namby-pamby, new age publication. It’s a bottom-line driven, let’s-find-what-works, no-nonsense magazine that is distributed world wide.
So their support of soft sell isn’t spiritual, it’s strictly business.
We are grateful to our friend Jeff Hutner who told us about the article and then tore it out and sent it to us. Thanks Jeff.
Now, there’s the spiritual element, one that’s even more important.
