From Dan Kennedy’s recent book No B.S. Marketing to the Affluent: An excellent lesson in selling a gift of any kind comes from the mail-order jeweler Karets and Facets, which target-markets to the mass affluent. A page of outstanding sales copy from the company’s catalog… is headlined “Guaranteed Gasp or Your Money Refunded.” This company […]
Sometimes innovation means going backwards. And sometimes it means moving an old concept to a new industry. Much has been made lately about the return of the layaway plan — a long-out-of-fashion retail program in which an item is kept at the store while the customer makes payments on it. Until recently, the layaway had […]
In the Men’s Room on the 300 level of the Rose Garden Arena in Portland — over a urinal — is a sign with this headline: “You’re Back Again.” The ad is for Flowmax, a pharmaceutical product for men with prostate-related urinary symptoms. Dan Kennedy calls this “message-to-market match.” If you’re Flowmax, the people you’ll […]
In a recent interview, marketing guru Dan Kennedy was asked about various techniques — online and offline — that marketers use to get people to pay attention. Here’s his take: “You’ve got to put people on a track with borders on it, that keeps them from wandering off in any direction, and moves them from […]