Modern marketing. Review of Kama Sense Marketing, by Jacob Levy

Successful marketing is always a mystery, it sometimes clicks and oftentimes doesn’t. In all seriousness, all of us have to market something every day. Whether it is to be our business to our customers, or ourselves to potential new friends. Everything revolves around marketing, like it or not. 

I was lucky enough to get hold of the new book Kama Sense Marketing, by Jacob Levy, that explores the concept of creation of an emotional love connection of marketing and its effect on consumer. Sort of a guide to a love affair with your customers propelling your business to new and exciting heights. Numerous well-known companies are mentioned that use creative ways to make you click and fall in love with them, on emotional level, not just appreciating great value and product they offer. 

This way of approach was something a little unorthodox to me but exploring it was fun. I do have a small business and so far offering a great service/product was a main priority to me. And it works well. But can it get better? 
Now that I read this book, I have realized that I have quite a few customers that I could call 'being in love'. Glad to see that I am on a right track, but certain concepts described in this book made me rethink my business approach too.

The author mentions the ancient Kama Sutra, "Love is where physical, emotional, and spiritual experiences meet for the purpose of strengthening relationships." Yes, I agree that building great relationships with your customers is the key to their loyalty and I would add to that that a happy loyal customer will do the marketing for you. That totally resonates with me.

I love this quote – “Love is, in fact, the very peak of emotional marketing. Putting this philosophy into practice is not only a revolutionary concept, but it's also a guaranteed platform of success.”. Sounds easy, right? 

In this book Mr. Levy borrows analogies from philosophies and practices of romantic love, as described in the Kama Sutra, the oldest and best source on the theory and practice of love, written about 1500 years ago, to help you delve into the world of emotional marketing. As well as differences of marketing to males and females individually. In easy to read language Mr. Levy  relates to using a marriage vow analogy to attract your customers, gaining and maintaining their loyalty. 

Reading this book, I was quite entertained by Mr. Levy's research of 'emotional love' approach, however I can't say that I agreed on all points. Approaching marketing from perspective of unconditional love, sure sounds pretty deserving. But I do not think that  it is fully possible in real life practice or make results traceable. Especially in the era of marketing and sales online, when you do not get to meet your customers, speak to them, woo them, and therefore 'feel' their mood and responses in order to cultivate a relationship. All the effort drowns in cyberspace and absence of response will bug you.. True, if a customer enters the store, it is easier to track the 'level of stress' of that customer and tailor your approach to make her feel loved and cared for, to gain her loyalty. But how do you make it work with an online business? I suppose through the message delivering images.

"Lovemaking is a continuing process that should never end, because the road to a woman's heart is long" J. Levy. Oh dear... I should mention that to my husband. But as a woman, I am finding it a bit hard to see how I can adopt such approach gearing my marketing towards other women I sell to. We already think the same way, as well as being on the same side of gender spectrum. I am not quite sure yet whether it makes it easier or not, but indeed gives something more to think about.

I agree with Mr. Levy that marketing is definitely a science. Love approach or not, but I do use a good deal of intuition in my own marketing. And even though marketing is calculative and planned, it is also instinctive and intuitive. Agreed Mr.Levy. To invoke a love feeling and apply it in sales (in stores) scents, music, symbols, logos, sounds  and tastes are helpful. And I have seen all that being used already in a few stores I visited recently.

Some of the statements, he provides, however, frankly sent me into a puzzling stupor, such as "Even the slightest visual hint of sexual act can, almost always, arouse potential partners". Well, yes, if we are talking about well.... body pleasures, or selling items that can be related to that. But how does it translate into marketing and selling in general? Especially goods that in no way can be connected with arousing any kind of feelings of pleasure, such a kitchen appliances or home improvement goods? I am sure this statement should not be taken literally, but still.. good food for thoughts.

This book offers very impressive work and research into correlation and implementation of Kama Sutra love arts fundamentals into marketing approaches of today. And I think it would be an entertaining read for everyone who sells anything for a living, be it a tangible product or a service. Perhaps our general customer service across the board would improve. Although I can't say that I agree with the author on all points of 'up close and personal love' approach, but it is indeed a good read and great information to consider in any type of marketing. The book kept me entertained.You can buy it on Amazon by clicking here.

I received one or more of the products mentioned above for free using Tomoson.com. Regardless, I only recommend products or services I use personally and believe will be good for my readers.