Our Mothers always taught us that polite conversation should never include: “Sex, Religion & Politics”. To bring that message home, many forms of discipline were used. Some were more lingering than other, including the taste of soap. However, this forbidden idea has still filtered down in our society. The concept of how we conduct business and the idea that these subjects should never be addressed by anyone in business is patently absurd. We use these profile markers everywhere you look; in print advertising, on radio and television or any other type of traditional and non-traditional marketing .
Isn’t it interesting that when you seek to buy airtime for radio or TV, you look at demographics. Sex plays a specific role. “Urban” is another translation for young Black audiences, also known by the trendy euphemism, African American. African music is nowhere to be found and is lumped into the World Music category which usually resides on Public Radio or TV stations as an alternative to “REAL” options. In radio lingo, “Urban” focuses on Hip-Hop R&B, Neo-Soul, and R&B Classics. Other categories include an all Male profile which targets Sports Talk and New & Alternative Rock. The Female population is relegated to Country and Top 40 Pop. Regardless of how you look at it, the sex of the audience is a defining factor.
Christian based broadcasting has an entire category all to itself regardless, of whether it is actually promoting a unique sect or church; or it is strictly music driven. Parameters are established based on what is considered socially acceptable in regards to a specific doctrine. What may be right for a Catholic show is very different for a Baptist audience. Then many commercial talk radio shows have a particular political agenda. This is all very interesting since sex, religion & politics are not supposed to be part of our polite society in the first place!
It is incumbent upon businesses in today’s society to face these “scary” subjects head on. People of different sexes, sexual orientation, and sexual desires buy form companies based on inherent personal traits. So do different religious groups, as well as opposing political communities. Are there exceptions? Of course. But in order to maximize your ROI (return on investment) you must be realistic on knowing your audience. You must look at the numbers and make decisions based on the most appropriate selections. For instance, if you are selling beautiful dresses, you wouldn’t put an ad in Modern Mechanic. That is not say that there aren’t any women mechanics, nor that men wouldn’t buy dresses for the women in their lives; it simply isn’t the best bang for the buck, in terms of marketing.
However, if you have found a new way to secure phone numbers that uses new technology when it has never been done before in a particular arena or industry . . . then maybe it is OK. That’s groundbreaking and it requires a different set of rules. In fact, if it is legal and ethical it may even be OK for Politics too! It is necessary to embrace these ideas as new avenues for commerce and recognize their true expansive potential.
“Sex, Religion & Politics” should not only be spoken in polite conversation but in fact they need to be identified as areas of interest for the future. How we address subject matter is just as important as the information itself. If we are willing to take the time to approach these subjects with the same respect and diligence as we do other topics, then we will reap the benefits in business without being exploitative. At that point, we will be able to readily address these issues, adapt them to meet our needs and not have to worry about the proverbial, societal Mother, washing out our mouths with soap!
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