Marketing: Psychology of Skin:

Marketing: Psychology of Skin: In the philosophical accounts of Plato “there are two distinct types of mind: a mind for thinking and reasoning and a mind for emotions and passions.” Wired magazine published a piece looking at up to date psychological studies on what we think of people showing more and less skin titled, “The Psychology of Nakedness.” Reportedly, the more skin shown by men and women creates the perception that the subject is exhibiting less “agency” (control of your behavior as a thinking person) and a tendency to be more emotional and focused on experience.

While you might want to date the person expert at the experienced more emotional side one might surmise that same person wouldn’t be as likely hired for a position based on their intellect. What should you do in the fitness industry where you must show off a great deal of bare skin knowing that decades of data on discrimination reveals people use skin to unfairly judge you? Exercise control in developing your brand.

Create a marketing strategy that includes images of you in classy, casual, fitness apparel and swimwear is my published suggestion for clients booking with this business. That's my brand you might say. According to Wired, “Kant was describing a phenomenon known as objectification, in which seeing a body turns the entire person into a physical object. This idea is frequently invoked when describing studies like this, which found that women are far more likely to appear in magazine advertisements as an attractive body, while men are typically represented by their faces.” Objectification is a term that conjures up the notion of sexism, but the article notes the matter is more complex as being oriented to the emotional experience one might consider beneficial beyond sexual prowess or expertise to include the capacity to nurture and be deeply passionate.

Skin as a trigger can be problematic steering viewers to the wrong impression about the brand you are trying to develop. Hopefully you actually are using your intellect to develop that brand not acting emotionally when doing so. Whether a man or woman if all audiences get is you branding your boobs, butt, big pecs and biceps then that’s likely a purposeful move to objectify yourself that even still your audience wont give your brain much credit for. This is a time when there is much competition amongst the objectified flesh offerings in media that by its nature once enjoyed is put aside and lacks much long term audience engagement.

Question: How long do you expect you can keep putting out content solely focused on the quality of your skin? If you could place a dollar value on the promotion of your skin alone over time what would it be and over what period of time? You certainly should maximize its value, but if you don't for example put a monetary value on it and try to maximize it whether its covered or not by definition you've squandered its worth. Correct?

Speaking with a client I recently mentioned the pimping of super fans to purchase everything one offers conceptually for as its of questionable ethics to have more than one boyfriend to purchase you things as a marketing gold digger of sorts one could have thousands of super fans buying everything you offer on your website. Movie stars don't typically call out their psycho fans that send them creepy messages, but rather are more likely to have their social media marketing directors steer the nut jobs to one more item to purchase that in turn pays for the burglar alarm and security cameras around the gated mansion. Maximizing the value of your skin then in such a context isn't only as bare skin, but covered sufficiently to squeeze all the juice out of your brand.

I’m typically tickled by the outfits women bring to shoots to accommodate my request for classy, casual, fitness and swimwear. There is such a diversity of looks that women seek to achieve as part of their personal style. Men tend to be a problem in the wardrobe department as society hasn't encouraged men to be fashion conscience and where they are its often considered unmusculine, metrosexual or gay. Straight guys are presumed to wear functional clothing, be bread winning, hunter gatherers that lifting up heaving things and putting them down. A sexually attractive man is more likely to appear in media images in a GQ grade-A suit, in jeans looking rugged like the Marlboro Man or exhibiting a great profile shot as wearing posing trunks in a bodybuilding competition or board shorts in physique competition.

Bodybuilding contest bikini competitions are replete with women looking over their shoulders like the iconic Coppertone girl whereas Men’s Physique competitors contort themselves into poses that are a mix between the not so mainstream bodybuilding division and equally obscure male fitness models.

When sitting down to map out a marketing strategy for your fitness brand spend time laying out a wardrobe and let fashion be one of the tools in your toolbox to send the mental cues to your audience that the reasons to follow you are not skin deep.

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