Thoughts on Compassion and Marketing on Thanksgiving Day

by Joanne Steele on November 25, 2010

Compassion is not religious business, it is human business, it is not luxury, it is essential for our own peace and mental stability, it is essential for human survival. – Dali Lama

It’s Thanksgiving. Tomorrow is Black Friday and and the day after, Small Business Saturday, the two biggest selling Child's turkey artand buying days of the year. Why, on this day am I, a marketing expert thinking about compassion!?!

Here’s why…

I talk day after day about marketing. It’s the most powerful tool we have as humans to move each other to action.

It’s how you get your little one to eat his carrots. It’s how you get your spouse “in the mood” when you are. It’s how we call each other to join in any action we take and want others to join us in.

Marketing is more powerful than an atomic energy and more effective than narcotics.

Marketing in and of itself is without soul and morality.

YOU are the one who injects morality and compassion into your marketing. It’s that morality and compassion that makes you different from the proverbial snake oil salesman.

We are in a whole new, much more powerful phase of marketing than at any time in the history of the world. We have the capacity to talk directly to anyone via the internet. We can tell them anything, and at this point in the evolution of internet usage our human tendency to trust is stronger than our  urge to fact check.

We are making “friends” at ever increasing rates, usually based on one axis of shared interest – we belong to the same Facebook Group, or have mutual “friends”.

Our biology hasn’t adapted to these new interactions. We can’t rely on the facial and body language and even pheromones we have evolved over time to signal “friend,” or “beware!”.

It’s all comes down to our words and our intentions. Our words, focused razor-like on our potential customers are our greatest marketing tools right now. Our intention and determination to right action in our marketing is “the compassion that is essential,” as the Dali Lama says,” to human survival.”

Have a Happy Thanksgiving. You, my readers are among the people in my life that I’m thankful for.


Photo by Beth Kanter, Cambodia for Kids on Flickr

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