Each card in a Tarot deck is assigned to one of the four prime elements:
fire, water, air and earth. We can find these components all around us and even within us. Humans consist of fire (body temperature), water (fluids), air (breath) and earth (skin, bones, hair).
In ancient times, alchemists and philosophers put great emphasis on the necessity to
keep these four elements well balanced within the human body, so it can function properly and develop a healthy
spirit (the fifth element).
When we start to get to know the
four elements in more detail, we can focus on creating a well-balanced mix in all aspects of our lives to create harmony.
Let's take a look at the task of
marketing. By adding some esoteric knowledge to marketing, we can make it
magickal.
If you are working in a Marketing department of a company, or you are promoting your own business, you will achieve better results by
applying a well-balanced mix of the four elements to your campaign.
Fire
Fire is the
life giving element, and in Tarot it is assigned to the
suit of Wands. The spark, idea, inspiration, ambition, drive and urge; to imagine and create.
When you market yourself or a product/service, the fire element helps you in your
creative work and provides you with the drive and
enthusiasm to initiate and sustain
action.
At this stage you start imagining how you would want this campaign to look and feel. You come up with
ideas of artistic work (logos, images, banners), slogans, brand image, types of campaigns, marketing materials etc. that will
attract attention from your potential customers.
Fire energies to focus on:
Let your creative imagination run wild. Try out different styles and angles to see what works best to achieve the results you want. Be innovative; create something unique rather than imitating others.
Water
Water is the element of
feelings and emotions. In Tarot it is assigned to the
suit of Cups. With the water element you are putting
your heart and soul into the campaign. If you are not convinced of your abilities or the product you are trying to sell, then your marketing efforts may not work out.
Water is helping you to
get emotionally involved with your business, product and service. It is important you can relate to your product / brand / service on an emotional level, you can identify with it, and it
reflects your personality.
At this stage you start
engaging with your target audience to demonstrate benefits and advantages of your product and
how it can help them or give them what they need.
Water energies to focus on:
Be authentic. Love the work you do and the gifts you have to offer to the world. Connect and engage with your potential customers on an emotional level. Build relationships that are mutually beneficial. Tune in, listen and care.
Air
Air is the element of l
ogic, reason, intellect and communication. In Tarot it is assigned to the
suit of Swords. With air you
evaluate your campaign and
fine-tune it. You also look at possible
obstacles or risks that stop your customers making a purchase.
Air helps you to focus on
clarity, offer reassurances by providing as much
information as you can, guarantees, testimonials etc., and develop new
strategies with specific goals. Air also assists with
managing and resolving conflict and pitfalls.
At this stage you focus on
knowledge and problem-solving to convince your potential customers that your product or service is right for them and will satisfy their needs.
Air energies to focus on:
Provide free knowledge and information for your target audience to generate trust in your abilities. Focus on building a reputation as an authority in your field of work. Offer product samples and aim to identify and remove any obstacles that could stop a purchase.
Earth
Earth is the
grounding element; in the Tarot it is associated with the
suit of Pentacles. With the earth element you create
stability, permanence and sustainability. At this stage, your campaign starts to pay off, and you can build on that.
Now that your target audience is aware of your product / service / brand and feel comfortable with it, they are
prepared to take action and buy. Good news, but you have to be
persistent and continue with your campaign until you have reached a level, which generates a regular stream of customers, and this may take a while.
Earth energies to focus on:
Don't give up after initial success. You need to be persistent and
put effort into your campaign on a regular basis. Posting one advert / social media message / promotion isn't enough; you need to get your message out there
continuously. Your customers aren't always ready to buy when they see your messages.
Keep going, and one day they will. Now is also a good time to set a
realistic marketing budget to sustain your campaign and generate more sales.
Please note that you have to apply
a mix of the above elements to your campaign rather than focusing on each one at a time. But of course, you will notice that sometimes you need a little more fire than water, or a little more air than earth - this is where it becomes
magickal! Get the mix right, and you create harmony.
Applying the four elements to your marketing work also connects well with the
traditional AIDA marketing concept:
A - Attention (Fire)
I - Interest (Water)
D - Desire (Air)
A - Act (Earth)
Mix this traditional concept with a little woo-woo elemental Magick, and you will become more aware of the
spiritual aspect of your work and its connection with
natural cycles and energies, making it more
holistic. And once you include your soul and spirit in your work, you will start to become more successful.
Christiane