#144: Refuse to Feel Deficient
The strongest emotion marketing evokes is fear of missing out
Yesterday we talked about marketing being the modern form of conquest. Since attention defines the allocation of resources, everyone is at war for mine. The strongest emotion marketing evokes is fear of missing out. It’s done by inducing a feeling of deficiency of the X it’s marketing. I am missing this product, book, secret, and experience. I am obviously not enough: I need to be accompanied, trained, saved and promoted. Since fear is the most effective driver of behavior, I rush to purchase my key to sufficiency.
The issue is not in marketing being “evil”. I am meant to exchange the resources I have for the value I want. After all, marketing can only go that far and it’s me who makes the final decision. The issue is that external agents manipulate my sense of sufficiency without my awareness of it. I allow them to make me feel deficient, because somewhere inside I believe I am.
Since all the prettiest girls, the most thriving businesses, and a million new courses are constantly actively projecting themselves on the Internet, I am almost certain to always feel deficient. In this new age, I need to protect myself with a strict rule. So when I feel the creeping feeling of not being enough, I tell myself: “I am curious about this, I find it beautiful or useful, I might want to explore it…