Selling the Long Game

The best marketing switch I’ve observed is the move from sterilized reality offers to messy camaraderie plays. In humor, in realistic portrayals, in honesty, in representation, even in bathroom jokes.

Sterilized reality sells. Just like sex sells. But what it promises is always temporary. And what we need is permanent, even if the things we buy are temporary.

We need to know we’re normal. We’re lovable. We’re not alone in our fears and failures and struggles. Everybody poops. Not everybody has legs made of flesh and bone. Family is what we make it. We all look different but are equally valuable.

Then, what’s being sold has the potential to not just serve customers and meet a need but to heal people. To make all of us kinder.

And make us laugh.

These are worthy aims.