Marketing gurus tell us that people buy for emotional reasons, then find facts to support their decision. I saw a great commercial on TV last night which can clearly show you how to market to people's emotions. The scene opens with two men at a checkout counter in a supermarket. The first man is buying "good for you" food, like tofu. He looks …
Never a Diva
A few years ago on NPR radio's "Fresh Air" program, they did a tribute to Lorraine Hunt Lieberson, the famous mezzo-soprano who died that week at age 52 after a long illness. Lloyd Schwartz said of her, "She went from triumph to triumph, yet never became a Diva, never lost her sense of purpose, or her sense of humor about herself." In the …
All Marketers Are Liars (the book)
I just got finished reading Seth Godin's "All Marketers Are Liars." The crux of the book is that to effectively market your service or product, it's not enough to list the benefits, you have to tell a story to an audience who is ready to listen to and connect to the story. For instance, the "story" at WholeFoods Supermarkets is that the experience …