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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