What Business Are You Really In?

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 understands that it isn’t in the jewelry business, but in the gasp business.

I’m in the attention-rental business. How about you?

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Categories: Advertising, Copywriting, Dan Kennedy, Marketing, Phil Bernstein, Portland advertising, Portland marketing
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

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