Less rousing, please

Balance or moderation, the middle way is often the key.  Because we can literally do extraordinary things when aroused, stimulated, energized, keyed up, advertisers and marketers often use the language and imagery of cheerleading, sports ecstasy and general hoopla for everything from toothpaste to stock purchases.  It can be a little tiresome to find so many noisy urgings to hurry, see the upside of a new tv or blender, buy new pants, root for the team, etc., etc. It can get a little boring.

Surely, somebody somewhere must be in a position to say "you probably don't really need our product and it is very much like its competitors but it might fit your needs someday. We offer ours for a middling price, about what others charge for their equally good products.  If you have bought our products, we thank you.  We don't want your email address and do not plan to pursue any deeper relationship with you, even though you are probably a good person. If you haven't ever used our product, why not give us a try sometime?"

In politics, I am looking for messages along the line of "Hi, I am Susan _____ and I am seeking the office of public attorney for your county.  My opponents are very capable people and you may want to vote for them.  The incumbent has a passable record and I have no reason to expect that I could do better in the office than she has but I would like the opportunity to try and I do have good credentials.  Please vote for Susan _______."​

People who are used to a steady diet of rousing language may be somewhat addicted to such messages.  Robert Johnson, a well-known psychologist and author, tells of a young woman at his gym who is responsible for writing a slogan on the gym blackboard.  She asked him for an idea and he recommended, "Standing still, we surpass those who run."  She stood still herself for a moment and then said,"No way!".  She turned and wrote "Go, go, go!" on the board.

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Bill
Main blog: Fear, Fun and Filoz
Main web site: Kirbyvariety