Meet my new hero. A very handsome and charming young Italian who is a master at seduction. He’s world famous for the number of women who called him their lover.

You’ve probably heard of Casanova. According to Wikipedia…

Casanova is universally known for his ability to seduce and conquer many a woman’s heart. According to his autobiography “Histoire de ma vie” (History of My Life), regarded as one of the most authentic sources of the customs and norms of social life during the 18th century, he slept with more than 1000 women during his lifetime.

Source: http://en.wikipedia.org/wiki/Giacomo_Casanova

Think of this what you like. What I found interesting when watching the movie ‘Casanova’ is the fact that our world’s most famous lover was a true marketing expert…

The story line in the movie shows how Casanova at some point was thrown in prison in Venice, escaped through the roof and then starts to travel Europe with his servant Rocco on a quest to find a Venician ambassador willing to grant him a free pardon. The following scene will show you how he uses his marketing talents to make a living in London…

Casanova:
I’m not a nob.

Rocco:
Prove it.

Casanova:
All right. I’ll show you […]. What have I got? Nothing. No, hold on. My watch! Solid silver. Sell the watch and what do I get? 10 guinnies? 15? That’s not bad. That gives me enough to rent a house for 2 weeks and change my fortune around. I can do it!

What have I got?

Town house: 2 bedrooms, dining room, kitchen. 2 bedrooms? 2 bedrooms! Rocco, we’re going to advertise. I’m sub-letting one of the rooms…

Rocco:
That won’t make us much.

Casanova:
That’s not the point. I’m advertising for a woman. Not for my own favours. I just want her living there. Visibly. A woman - on her own - with me.

Rocco:
But that’s unheard off!

Casanova:
Oh yes!

Put a notice on the door where everyone can see it: “A furnished room for one lady alone.”

Let it be seen. Let people read and comment and whisper and pass it on. Let the whole of London talk. Gossip can work its magic and set society ablaze. Casanova - the man who advertised for a woman!

[In the next scene Casanova now selects Pauline from the candidates. Pauline is a prostitute…]

Rocco (shocked):
You even stored a whore in the spare room. What good is that going to do?!

Casanova:
Rocco, let me tell you about the English. They like rain, they like gravy, they like warm beer, masturbation, romantic fiction and above all else…

They like scandal…

I’m the Italian of the hallway. I’ve never seen anything like it. London is talking about nothing else. I’m in the newspapers every night.

The landlord has stopped charging rent. He loves his residents made famous.

The local merchants are sending wine and fruit and meat. Free of charge! Simply on the off chance I might mention their products in public.

And I’m invited to every single ball, party, soirée and tea dance from now until Christmas.

You see? It’s practically the distillation of my life so far. I’ve become famous, simply for being outrageous.

Rocco:
And you can make a living out of that?

Casanova:
Rule Britannia!

Source: Casanova (2005 TV serial)

Interesting to say the least. A clever reader will certainly distill some valuable tips for his or her own marketing strategies…

Patricia

P.S. You can soon witness another viral marketing expert working his magic. Mark May 19th on your calendar…

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