Sometimes I write this blog on a laptop in a courtyard near a Pilates studio. The studio has a benefit pitch written on the window. It’s a quote from Joseph H. Pilates himself: “In 10 sessions you feel better…. In 20 sessions you look better…. In 30 sessions you’ll have a whole new body.” How about that! A promise, a…read more →
Blue Nile sells jewelry identical to Tiffany’s, but it’s half the price for obvious reasons (no retail space in NYC, for one). But Godin writes, “But if cheap is what you want, you can buy cheap cheaper somewhere else. Cheap is not marketing.”
I recently came across a great comment thread about freelance copywriting pricing, however. And it’s a useful eye-opener for anyone involved in this trade – buyers and sellers. Ignore the obnoxious headline and read the thread below that. There are a lot of gems in there (along with some duds and silliness).
Be careful when changing the left digit. Example: a service business found no price resistance raising price five dollars from $40 to $45.
What are you doing to ensure that your marketing messages are working back from the emotion to the product? Do you have processes in place to ensure that your clients or customers are thinking closely about these kinds of drivers? . . whether they’re experiential drivers, lifestyle positioning, or product add-ons for specific causes, charities, or events.
My initial ads were for trade show exhibitors. So, I tried to think of some images associated with trade shows, and *bing* a classic idea pops into my head – booth babes.
Now there’s a way to do this to the articles you consume on the Web. You know the ones – those tabs that stack up because your curious intentions motivate you to read every cool thing known to your favorite online rag, mag, newspaper or Twitter (or Facebook) leader.
Do you research high-end products thoroughly before you purchase? Does it take lots of pressure to get you to move from one trusted brand or consumer product to another?
Never before have we been subjected to some much information and marketing on food packages. Heck, even vegetables are now packaged in plastic and cardboard that are oozing with subtle and not so subtle messages.
The thing that *really* gets me. . in a recession. . is this. People go by the hoards to a place where the finest marketing minds in the world (from the most talented ad agencies known to man) are working their magic. Everything from the display windows and signage, to the cashier talk and uniforms, to the music and temperature, to the promos and tagging… is designed by the best of the best.
“Phil – part of your talent lies in your ability to work with a host of personalities and corporate cultures..not an easy thing to do. Global Crossing looks forward to continuing our relationship with you. The only way you could get a “10″ on Response Time would be to become a full-time Global Crossing employee – which doesn’t’ appear to be in the cards. I put a 9 down only to manage my own expectations that I may need to wait a few days for you to be available…. 
”
Michelle Soltesz
Senior Marketing Communications Manager
Global Crossing
