As humans, we hate feeling shame or embarrassment. They're painful feelings that belittle how we view ourselves. They stem from our own tendency to compare ourselves...View More
to a particular standard we think or society thinks we should meet. However, it's usually bad judgement from others that we want to avoid. We all have insecurities and the more insecure you are about a certain part of your life, the more shame you are going to feel. If you notice, in every ad below except the last, there is mention of others who will judge you as having a lack of a characteristic such as intelligence, courage, cleanliness, competence, professionalism, hygiene etc. As a marketer, you are looking to sell a specific audience on something that they could very well be ashamed of. If they're not getting results in a particular area in their life, they may very well be ashamed and embarrassed that they haven't achieved the results they want yet. Whatever you're selling should help rid of those feelings so you want to make sure that in your pitch you want to meet them where they're at (feeling shameful/embarrassed) and lift up those emotions, encouraging them & selling the product as the solution. If you're thinking "I don't want to focus on shame". Neither do I, but in selling you have to understand what makes people tick and what your audience is going through. If you avoid confronting emotions like these, you can't fully understand your prospect and what they're going through.
