Roman Marketing or, How to Build Your Own Empire in 5 Easy Steps
How to apply the tactics of Roman Marketing to your business.
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-sufficient. 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.
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.
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
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.
Joe Vitale is the author of way too many best-selling books to list here, including the brand new e-book "Hypnotic Marketing," which reveals his amazing proprietary marketing formula. See http://www.HypnoticMarketing.com