joint venture marketing
joint venture marketing
The pleasure principle is not a new concept, but it is one that can be used in innovative ways when applying the principle to joint venture marketing campaigns. This psychological approach gets to the very core of human behavior, which makes it particularly effective in advertising. We will explain precisely what the pleasure principle entails and how to use it in your advertising to make the most of your joint venture efforts.
What is the Pleasure Principle?
The pleasure principle was originally dubbed by Sigmund Freud as the methodology used by people to pursue pleasure and avoid pain. Freud also found that in contrast, the reality principle is the deferment of pleasure when necessity dictates. While this concept may seem rather elementary on the surface, it can be used extensively in marketing when applied specifically to human behavior and purchasing habits.
Companies that effectively identify a need or “pain” and then provide a solution or “pleasure” in its place will nearly always increase profits through this approach. This is particularly true when advertising efforts encourage potential customer to ignore the reality principle; instead, the customer should act quickly to make a purchase for immediate gratification or pleasure.
Using the Pleasure Principle in Advertising
While most individuals see the truth in the pleasure principle, there are additional steps involved in applying this principle to effective advertising techniques.
To begin, business owners must consider how their products or services can help customers achieve a goal with minimum effort involved – pleasure without pain. The next step is to encourage the “pleasure” without the “reality” mindset coming into play, which might entice the customer to wait on the purchase for a period of time. This can be done by listing tantalizing benefits involved with using the product or service, promoting a sense of urgency within the customer to achieve the “pleasure” from the product as soon as possible.
Truth in Advertising
While you want to prevent the reality principle in favor of the pleasure principle, you must be sure that the product or service you are selling really will produce the benefits you are advertising. If it does not, you are taking advantage of customers through false advertising, and no business sustains over the long haul by committing to tactics like those. It is much better to be truthful in the information you present about your product, emphasizing the very real benefits so your customer is encouraged to buy as quickly as possible. When he is satisfied with his purchase, he will be more likely to come back for more and promote your product to friends and family as well.
The pleasure principle is apparent in nearly every aspect of life today, but never is it used more effectively than in joint venture advertising campaigns. The pursuit of pleasure and the avoidance of pain is one of the most effective ways to advertise any type of product or service. When you understand the basic motivation of people, you will be better equipped to promote your products based on tried and true principles that will increase your sales and your profit margin overall.
christian fea is CEO of Synertegic, Inc. A joint venture marketing firm. He exemplifies how to profit from Joint Venture relationships by creating profit centers with minimal risk and maximum profitability.
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