Hi Mike,
Wow, great post!
I love the "vibe" of Gordon's writings... Read some of the stories on the Sowpub home page... Incredible stuff...
I study and learn from that (and others)...
The "Amish electric heater" ads are instructive, because they are so blatant!
(Since the Amish don't use electricity... But the ads worked!)
What I am advocating is the
psychology lesson behind the success (but to do it ethically)...
Here's the New York Times article I alluded to in my email...
Amish Space Heater: Is That an Oxymoron?
https://archive.md/Mq69R
Here's an example of one of the full page ads (there were a whole series of them)...
(Click on the image above to see a larger, more readable version...)
Best wishes!
Dien
P.S. I'm in the process of revamping everything, but you can get on my email list (with great emails like the one we're talking about) by filling in the form for a couple of sample articles on this page...
https://hiddenbusinessideas.com
Quote:
Originally Posted by MikePT
Dien, let me tell you that e-mail was one of the best e-mails I've read about Marketing.
The "The lesson here… Many things have a "vibe" - positive or negative" makes perfect sense.
There is a British Marketeer, Rory Sutherland, I found some videos on YouTube he advocating about embrace irrationality, such as this one "Letting go of logic and embrace the irrational." and "Why Logic Is Killing Your Business".
The great Drayton Bird has interviewed him.
And for what I remembered watching Rory, he talks about the "vibe".
And I believe exactly that: a "vibe" can make it or break it.
I think I will bet more on creating "vibes" on product.
And actually, I believe in each product we can create different vibes to reach different market segments.
In my own experience, I believe the type of an AD will reach the same audience.
Hype ADS = hype clients.
Intelligent ADS = intelligent clients.
And so on.
Dan Kennedy written the book Marketing To The Affluent, I never read it, but I believe this what I am saying will be there on the book.
That's what I believe.
Actually, Claude Hopkins talked about the atmosphere of a product (or brand).
MikePT
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