Using the Cardinal Sins in Marketing

Also referred to as the “7 deadly sins”, they’re not generally something that people like to talk about, but I suspect that 99% of the world’s population is committing at least one of these sins on a daily basis.

Emotion drives action, so logic dictates that if we can create a marketing message that stirs emotion, we should have action as our result.

GREED: This is an easy one; it feeds into our love of possessions. Focus on communicating your company’s benefits as tangible items or possessions and you’ve got the idea. “Our preventive maintenance program puts money in your pocket!” is true in a roundabout way, and if someone sees value in the statement, then voilà! ...New customer.

ENVY: Another very widespread emotion these days, capitalizing on FOMO. We see this all the time in marketing with limited time offers, weight loss and fitness, investment and banking – the message is, “our product/service will make you as happy, beautiful, and accomplished as these people.”

GLUTTONY: My interpretation of this sin is being indulgent and exhibiting a lack of self-control. In other words, this is the perfect demographic for marketing virtually anything.

SLOTH: Because it’s rooted in apathy and laziness, appealing to this sin requires communicating how your product or service will simplify the lives of those in the target audience.

WRATH: There are certain things in our consumer lives that invoke anger universally, such as having to wait in long line-ups for service. Communicate how your product or service opposes the norms, and people will be delighted to try you out!

LUST: To me, this is similar to greed and envy, as they are all largely based on desires instead of needs. As previously established, most of us are really good at working hard to satisfy our desires and ignoring our needs until absolutely necessary, so establishing this marketing message should be a cakewalk.

PRIDE: This sin wraps all of our marketing lessons up in a nice little package, because it’s about making our target audience feel good. If you suggest that using your product or service is going to somehow improve their lives and suits their needs because they are so cosmopolitan, chic, and savvy, you’re on the right path.

At the end of the day, marketing is about emotional connectivity and appeal, so remember to think of your business from the perspective of your customer.

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