by Aimee Pagano
Joe Chernov, VP of Marketing at InsightSquared tells us (through the adjacent quote) to make the customers feel smart. And it makes perfect sense.
Freud’s psychoanalytic theory of personality tells us that the human psyche is structured into three parts—id, ego, and superego. How we think, feel, and behave are all a by-product of these three forces working together.
Since our everyday lives are impacted by the inner-workings of this complicated ensemble, it only makes sense that really great marketing and advertising taps into this powerful trio. Appealing to customers’ egos and ultimately making them feel good about themselves continues as a solid marketing strategy.
So let’s take a look at some examples of how companies succeeded by listening to Joe and Freud: