Soft Sell Marketing Meets Albert Einstein And Field Theory
ByNOTE: This post is a bit abstract but bear with me, it will make sense.
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Field theory and marketing? Not for hard sell. But Soft Sell marketing—absolutely!!
In a textbook Einstein co-authored he said that the most important concept to appear since Isaac Newton was the concept of the FIELD.
Simply put, a field is the “energetic space” between two objects connecting them. It’s the field between the two entities that is essential for describing them.
When it comes to marketing, it’s the emotional field.
Here’s a graphic to make this concrete:
In this graphic representing Einstein’s version you can see two dots connected in the white field. According to Einstein the two dots can’t be known or described except in relationship to each other. That relationship is conducted by the field.
From this point of view, we the writers and you the reader of this post are bound together by a field—even of you’re reading this on the other side of the world. We can only be described through our relationship: writers and readers.
The relationship between seller and buyer is the same. But what’s important is that we soft sell marketers are aware of and keep in mind that it’s the relationship that is defining us. We are interdependent and connected. We need each other, not just for the obvious reasons of product purchased and price paid, but because we are co-defining one another and, in very real terms, shaping each other through the field.
That’s why we say that the seller and buyer are partners, and a truly successful sale is an improvised collaboration—at its best when both parties are aware and behaving accordingly.
How people have historically understood their relationships and how traditional marketing has been conducted can best be illustrated by this graphic:
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Two independent, apparently unconnected entities—seller and buyer—each defined in his or her own terms and neither dependent upon the other or the relationship—except externally through product, price, contract or conditions.
It’s from this sense of un-connection that all manner of abuse can arise, because the sense of disconnection does not urge any sense of responsibility except to oneself. You know, Looking Out For Number One.
But when you know that who and how you are is interdependent with, and in that way is dependent upon who and how the other person is, then an inherent sense of responsibility for the relationship arises out of the connection. As we said, you need each other, and not just because of the obvious commercial exchange. That sense of mutual responsibility is at the foundation of soft sell marketing.
As a marketer you are only half of the exchange. Your buyer is the other half. And the field is greater than the sum of you both.
How do you experience the field between you and your clients or customers?
We show you how to create the emotional field between you and your potential customer in our Soft Topic Copywriting Secrets Home Study Course.
Because It’s All in the Field Connectiton,
Jim
[...] In a textbook Einstein co-authored he said that the most important concept to appear since Isaac Newton was the concept of the FIELD. Simply put, a field is the “energetic space” between two objects connecting them. .. Read more [...]
Before I found Judith and Jim, I felt like the two black dots shown above in the relationships with most of the people on the internet. But now, I have found my home and I completely resonate with the field theory and the connection. Don’t you all feel the connection with Judith and Jim? Don’t we all want our businesses, as well as our lives, to be honest and authentic, like them? If your reading this, please tell me what you think!
Wow! Thanks for the so articulate jolt! The implications of “the Field” are as profound as one’s capacity to imagine them. Clearly the Field exists between/among us whether we are aware of it or not, but awareness enables the capacity to direct, manage, expand, and bring conscience to the way we interact with each other. Conscience then, in order of depth from shallowest up, is a function of altruism, of the Golden Rule, of the recognition of our intrinsic connection in an expanded self-interest which actually bridges the boundary which separate us as individuals. The Field is the causeway which enables us to transcend ourselves. On its more subtle levels, the Field is the collective consciousness!
Trust however, is the tricky bit. Mistrust is the chasm in need of 21st century psychic solutions, just as the 1st century Roman engineer gazed with bewilderment across the Apennine, struggling to imagine just how he could join two remote but fruitful commercial centers.
The world of the future that we are currently in the act of shaping through our hopes and expectations will be embodied by a higher level of respect and sensitivity for others which will render networks of people engaged in trust-based, expanded self-interest as necessary for psychic survival as the networks of blood vessels that keep us alive. Recognition increases that anything less than authentic commercial partnership will diminish the way I live, just as a less than authentic marriage reifies the solitary in conjugal partners. Indeed in the Field, abuse and indifference- actions that weaken trust- are the pollutant that poisons the environment.