7 Things That Make A Woman Sexy

•August 4, 2014 • Leave a Comment

Por cierto.

James Michael Sama

The word “sexy” in modern day society has often become synonymous with the matched drum-beats and stiletto steps we’re used to seeing in Victoria’s Secret advertisements. Don’t get me wrong…that is sexy, but it is only one piece of the puzzle.


So, be honest…how many of you clicked on this article expecting to see a list consisting of amazing legs, abs, fake boobs, and a tan?

What society tells you is sexy on the surface, is often a small piece of the whole puzzle, if it’s a piece of it at all. But the first thing we need to do, is get rid of this damaging perception.

So, for those of us who live in the real world, what makes a woman sexy?


This is key. Being perfect, is not. A strong, purposeful walk, head held high, eye contact, and a smile – go a long way.


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POM’s Innovative Marketing Scheme – The Juice, the Whole Juice, and Nothing but the Juice

•January 15, 2012 • Leave a Comment

This week’s article review involves a very clever marketing scheme to reveal the arcane workings of very clever marketing schemes.

No, I’m not being redundant, though the movie itself is an exercise in meta-marketing, which basically feels redundant. But with cooperation from POM fruit juice and Morgan Spurlock of the runaway hit documentary Supersize Me, the public now has a chance to see exactly how marketing works from the inside. “Morgan’s thesis for the film bares all the secrets of product placement, transparently. The audience is given an inside peek at the decisions made by marketing executives when placing their products in film or television (Resnick, 2011).”

By talking about how movies and shows are a marketer’s dream for product placement and marketing tactics, we suddenly have a very relevant, informative and entertaining movie. This refreshing transparency is, as the producers comment, a direct result of internet marketing and internet news that travels around the world in a viral flash. So by telling us about their marketing process, they market to us. And POM is unapologetic about what they’re doing. ” We live in a world of false promises. POM is transparent; this is the raison d’être of our brand. …transparency represents the lens through which this new landscape is rapidly coming into focus. It used to be said that honesty was the best policy. But … where Web and social media sites like Google, Facebook, Twitter and YouTube spread news and information to millions of people in an instant, honesty is the only policy.”

I guess it’s up to consumers to judge whether the folks at POM are really all that sincere, or just trying to make more money. The idea is that sincerity and profit can go hand in hand, and this irreverent look at marketing might go a long way toward proving it. Hopefully POM isn’t the only company around that can point to their honesty and sincerity and still maintain a sense of humor about their business.


Resnick, L. (2011, April 21). Morgan spurlock’s juicy movie sponsor. Retrieved January 15, 2012, from The Daily Beast: http://www.thedailybeast.com/articles/2011/04/22/morgan-spurlocks-juicy-movie-sponsor-tells-how-pom-wonderful-signed-on.html

Needs vs. Wants

•January 13, 2012 • Leave a Comment

Do marketers create needs?

As consumers, we make decisions every day about what we need and what we want. The problem for marketers is to understand us, and supply those needs, without really being able to ask most of us directly what we want (surveys aside, of course). The best indication that a product fills a need is demand. And needs change, just as demand does. When a new product comes on the market, it may take some time for the market to adjust to the new offerings. If the product is popular, demand for it increases. What was once an unknown product, potentially could be classed as a need given the right conditions. Cell phones were virtually unknown 30 years ago, and now they are so ubiquitous that it’s hard to understand how we got along without them in the first place. What’s more, we can’t imagine going backward to a time when they were unknown, or too expensive to own or use. There is a huge polemic about whether marketing does or can make consumers think that they need something, when the truth is that they absolutely can live without most things sold today as basic goods. But are we limited to what is necessary to sustain life? Is that the only way to define what is a need vs. what is merely a want?

One writer I found believes that even social elements become needs on an important level (Theo, 2008). Self-esteem, for example, which is arguably a basic human need, is often expressed through the provision of auxiliary needs, such as education, looks, youth, or even the ostentatious display of one’s economic level. Status symbols are often viewed by their possessors as needs, and so we see marketing efforts aimed at providing all the accoutrements that support the more basic need of self esteem. This is the zone where a marketer’s opportunities lie. I certainly don’t need a Rolls Royce, and can’t imagine whether that “need” would ever be possible for me. But I can imagine a powerful, wealthy man or woman who has built their fortune around their image. The vehicle they drive, the house they live in, and the company they keep must be direct symbols that instill confidence in them from their clients, partners, even subordinates.

Image and status often drive what we as humans think we need. Living in a cave, dressing in animal skins, foraging for berries and hunting rabbits to stay alive would certainly be classed as meeting the very most basic human needs of sustaining life. Quality of life is a need as well, and marketers know this. So they sell us better blankets, easier ways to start a fire, and sometimes things that help us get through a tough day, or unwind following an excruciating gazelle hunt. We buy and sell whatever gives us an advantage, whatever helps us live another day and not go bonkers.

So I guess my stand is that marketers do not create needs so much as identify those that lie dormant within and without us; these are needs that have not been met, and good marketers will find a way to close the gap. A human being can be kept in solitary confinement, provided with all the most basic elements to sustain life, if not comfort, and that human will likely descend into madness without some kind of greater stimulus, such as human interaction. Our socially oriented society is rich with opportunities to fulfill some heretofore unidentified need. Theo (2008) also distinguishes between Real Needs and Artificial Needs, the former based on practical or “use value” and the latter being based on symbolic value.

As marketers, we want to avoid oversimplifying what we perceive commonly as basic needs and true necessities, versus what are merely wants. We want to dig deeper, and within the complex human psyche, discover those things we can profit from, and still satisfy what customers feel are needs for them.

As consumers, however, we generally try to minimize the excess trappings of frivolous wants, and try to expend our resources primarily on what we really need to get along. This is the tension between marketing and consumerism. Thank God for innovators like Steve Jobs and George Washington Carver, ’cause I don’t think I could stand the world without smart phones and peanut butter. We define our own needs. Marketers just help us see what we’ve been missing.


Theo. (2008, March 12). Do marketers create artificial needs? Retrieved January 12, 2012, from Agora: interdisciplinary thoughts on marketing: http://agoraplace.wordpress.com/2008/03/12/do-marketers-create-artificial-needs/