Empowerment Marketing: Inspire Your Customers

http://www.fastcoexist.com/1679785/empowerment-marketing-advertising-to-humans-as-more-than-just-selfish-machines

This article speaks to me in powerful ways:

But that’s only half the story. For nearly as long, a countercurrent has run through the story wars. Empowerment marketing eschews every assumption made by the inadequacy approach. Acting much in the way myths have for millennia, this approach builds stories that point out the possibility for human growth and even transcendence. Empowerment stories often delight audiences by mocking the familiar anxiety provoking assaults of the dark art. They inspire action by painting a picture of an imperfect world that can be repaired through heroic action. And most importantly, they create deep affinity by acknowledging that human beings can be something more than selfish machines seeking status, sex, comfort, and convenience.

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