Or...banking on the fact that: "People can never get enough of what they don't really need."
For years I owned a marketing firm. Still dabble in it. In fact...I teach it at the university level.

During my firm's early years I had a partner who had worked for a well-known national magazine. He was the publisher of special guides that would come out during the year focusing on different categories of products. Cars, electronics, clothes, etc. would be the highlighted in all their beauty. I remember him saying that they would be lighted and displayed in such a way as to make them "sensual." (and anything else that gratifies the senses) sells, even when that sensuality is transmitted through things. Mind you, I'm not talking about some beautiful being standing next to an automobile or holding a bottle of wine...I'm speaking about the things themselves.The textures, colors, designs, and other facets that go into the manufacturing of an item are often more important than it's function or reliability. And - the lighting and positioning of that product when it's photographed do as much to make them desirable as their design.

People are easily seduced...very easily seduced. Most consumers buy first with their eyes, then...secondly, with their minds. How does one avoid the trap of the "sensual seduction of things?" Initially, one has to realize that it exists. Next, I would suggest asking the question, "Do I really need this?" The answer is probably "No!" Then...comes the "want factor." Ah...the naughtiness of it all. Marketers depend on that. Now, I'm not saying that's a bad thing. But - I'm certainly not saying it's a good things either. The job of the marketers is to get you to buy what, quite often, you really don't need. I regularly add to that statement: "With money you don't really have."

Motorcycles, cars, clothes, shoes, electronic devices, food, as well as just about every other area of "Thingdom," is made to make you want to salivate, desire, caress, "love," and possess them. They are our substitutes for the real thing...other people. 

As I teach, write, train, discuss, and guide people in their pursuit of building their businesses and selling their products, I am not ignorant to the fact that, if people truly love other people and have a wonderful relationship with their friends and loved one...the need for things often diminishes. But - I also know that we are beings who also love to create as well. So - balance, it seems, is the key. Work towards achieving entrepreneurial Nirvana, while making sure to remember that people are always more important than things. That - should help make for a totally "sense-ual" existence!
4/28/2013 06:48:07 am

Wonderful piece Dan, thank you. The key question my husband and I have become habitual in asking is "Do we need this?" We have spent the past three years downsizing from an acreage, and were horrified as we cleared everything out, to see how much "stuff" we had. How easily we allowed ourselves to be seduced.

Thankfully, we have come a long way. Our huge de-clutter/organization project that started two years ago is almost complete. It feels good knowing that our past excess has now become people in needs necessity.


Dan Goldberg
4/28/2013 01:11:55 pm


Thank you for your wonderful comments!

It is, indeed, and freeing feeling when we realize we need far less "stuff" and rid ourselves of the needless things that we have accumulated. As I've heard on many occasions, "Things are the thieves of time." Once we realize how little we need, it allows us to concentrate on the important areas of life.

All my best,

Elizabeth Seguban
4/28/2013 09:02:03 pm

This is very true Dan.

At times i blamed it on media how they persuade our eyes (net shopping). The packaging. The arrangement of how the product insinuates our senses.

People forget the fact that we have to be a responsible buyer. Presentations play a great role to persuasion, forgetting what we basically need and want. But this kind of instant buyer are short termed.

Those who really penetrate great markets are those that repeatedly use the products that intensify consumer end and satisfaction.

Dan Goldberg
4/29/2013 01:32:06 am


Your points are very well taken.

The media is the major force in driving rampant consumerism. It is also a part of the consumerist culture as well. The purchasing of media (publications, cable television, satellite radio, and various forms on telephones) is all based on the "want" they have helped lead us to believe.

All my best,


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