The previous section was about dealing with customers who are powerless in society, are insecure and crave a sense of importance. Or the feeling of being smart, take your pick.
That description applies to a lot of people. All of those people buy stuff. They buy stuff like guns, and marketing products, vitamins, conspiracy theories, juicers and so on.
Each of these products could be marketed in such a way as to appeal to the powerless who crave a sense of importance.
Exactly none of those products have the feature of “importance,” or “antidote to stupid” built into them.
But each of those products, and hundreds others, can be marketed in such a way as to make the customer feel like they are getting an antidote to their impotence as well as a false sense of power (in the form of feeling smart).
So we deal with the world the way it is. People have emotional triggers. Some are born, many are shaped by society.
Our products have no emotion. It is our job to figure out how our products appeal to, aggravate or solve the emotional triggers of the customer, if we want to enjoy the reality of them transferring money to us.
And when you do that, you don’t feel smart. You are smart.