Roman Marketing: or, How to Build
Your Own Empire in 5 Easy Steps
by Dr. Joe Vitale
www.mrfire.com
Long before the movie "Gladiator" hit the theatres, millions
of people have been fascinated with ancient Rome. More than
15 centuries after its fall, the Roman Empire continues to
profoundly influence world history. But few have ever
explored how Rome marketed itself to greatness. It wasn't
all blood and guts, gladiators and chariots, togas and
swords. There was a strategy and a mission, too.
After all, how could an ancient class of poor farmers rule
most of Europe? Why would people leave their farms and their
families to travel into unknown territories and fight
barbaric wars? They were basically self-sufficent. They
didn't even have a need for money until the third century.
What's the deal here?
Roman Marketing was the key. In short, it was a powerhouse
strategy practiced by the greatest emperors to instill
hypnotic confidence in soldiers, allegiance from the public,
and victory over almost all enemies.
And you can use it today to build your own empire.
Here's how Roman Marketing worked:
1. Create a mythology.
Rome did not have an inspiring past. Since it lacked the
rich mythological sources of the ancient Greek, Rome filled
in the holes by making up their own culture. They created
their own legend. They told stories of Rome being founded by
the survivors of Troy. Another story said Rome was founded
by Romulus and Remus. These stories awakened a sense of the
heroic in people. It gave them pride and confidence. It
helped soldiers agree to fight for a country that was "the
glory of Rome." Battle wounds became symbols of pride. It's
no accident that Rome's principle god was Mars---the god of
war. With that kind of deity on your side, why *not* go into
battle?
2. Share your wealth.
In the early days of Rome, citizens had no choice but to
serve in the army. And they might serve up to 20 years. Why
would they agree? Because Roman leaders made it worth their
while. Soldiers were given land and later, when it was
useful to have, money. Whenever an enemy was defeated, the
goods were divided among the soldiers as well as the
leaders. A happy soldier was a loyal soldier. Generosity was
a trait adored in Rome. In later years, when greedy Roman
leaders were more reluctant to share their wealth with their
troops, soldiers were more reluctant to fight---and Rome
fell.
3. Rouse the public.
Ancient Rome knew the value of songs, parades, monuments,
paintings and displays in creating loyalty among the public.
Many Roman leaders wrote books which conveyed their views as
well as gained them popularity. Roman writers used drama and
poetry to spread the fame of Rome. These public shows were
designed to entertain the public as well as convince them of
the greatness of Rome. They worked so well that the public
eagerly awaited celebrations. Some of these events lasted
for days. One lasted 123 days.
4. Discipline yourself and your employees.
Roman soldiers worked hard, fought hard, and knew the value
of discipline. Self-control was worshiped. But discipline
didn't always mean punishment. It meant following a
lifestyle proven to get results. That method included hard
training as well as daily relaxation. Soldiers relaxed
before battle. Evenings were a time of quiet. Even business
dealings were not discussed over dinner. Leaders saw that
followers were given time to renew themselves. A rested
warrior was a strong warrior. Soldiers were trained to
follow proven rules designed to do one thing: Win at all
costs.
5. Lead by example.
Julius Caesar remains one of history's greatest commanders.
He led by personal example. He would address his troops as
"fellow-soldiers." He knew the names of every one of his
soldiers. He often led battles from the front lines. He let
his own confidence filter through the ranks. He also
befriended the masses. He gave food to the poor. He provided
banquets and receptions, complete with entertainment. He had
his face stamped on Roman coins as a reminder of his
leadership. He even brought the first hippopotamus from
Africa, all for the purpose of winning loyalty so people
would follow him wherever he wanted to take them.
How can you make Roman Marketing work for you today? Let's
see...
1. Create stories about your business.
When you talk about people you have served who love your
product or service, you create a sense of loyalty among your
employees and a sense of desire in prospects. You create a
culture. A mythology. Stories sell.
2. Share your profits.
Share your profits with your employees, with your community,
or with other worthy causes. When you share your wealth, you
open your mind psychologically to receive more, and you
create good will among the people you touch. All of this is
good publicity for your business and you. Sharing sells.
3. Awaken the public's support for your business.
Let the public know when you do good deeds, help people,
share wealth, invent something or do something that helps
your local area or the world in general. Support the world
and it will support you. Publicity sells.
4. Discipline yourself and your employees.
Be at work on time, create and implement a plan that brings
you new business, focus on a goal and work till you achieve
it, and be sure to also relax and spend time with family and
friends. Create a set of principles that work and follow
them. Discipline sells.
5. Lead your people.
Let customers and employees see your own enthusiasm for what
you do. They will model your behavior. Act with passion and
be congruent and you'll win their hearts and minds. People
want to be led. Leadership sells.
Compared to the atrocious warring times of ancient Rome,
today we live in paradise. But here's the best news of all:
When you apply the secrets of Roman Marketing to your own
business, you'll find that you won't have to do something
nearly every ancient Roman had to do: Fight to win.
Copyright © 2005 by Joe Vitale. All rights reserved.
You may forward this in its entirety to anyone you wish.
Hypnotic Marketing Inc.
P.O. Box 2924
Wimberley TX 78676
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