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    Selling Archives:

    In Part 1, I talked about the “evil” marketers who create frivolous problems in order to sell unnecessary solutions, as highlighted by a Forbes article focused on the fitness industry. However, there is a difference between “creating” a problem and “forecasting” a need. Marketers should be able to identify needs that people don’t know they [...]

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    This is also known as “Evil Marketing Hype” by the cynical types, who think that marketers are just trying to dupe them into buying things they don’t need. As mentioned in my “About” paragraph on this site, I don’t believe that it’s a marketer’s job to “sell” things to people, but rather to make them [...]

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    I came across an interesting blurb in one magazine’s rate sheet for advertisers: computer printing makes the 4-color process only slightly more expensive than a black and white print-job. And, if the rest of the magazine is printed using a 4-color process, there’s really no reason to charge for the “labor” portion of the 4-color [...]

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    I arrived back at the office with my brain bursting with ideas after attending NBAA 2010 in Atlanta, GA. The National Business Aviation Association hosted over 900 exhibitors at this year’s annual convention, and I picked up some great marketing ideas for next year! I saw some brilliant freebies at many of the booths, perfect [...]

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    I was privileged to attend a pre-season Cowboys game in the new stadium last night… AND watch from an event-level suite with reserved parking. It was a treat to say the least, but as a non-football fan, I spent most of my time watching the people behind the scenes and pondering the many facets of [...]

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    I’ve been travelling a lot over the past few weeks, and I recently returned from a trip to the Dominican Republic. I’m always struck by the different selling tactics utilized in other countries, and I’ve found some common techniques among those selling in the Caribbean. My experience showed me that young men follow you around, [...]

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    Think what you will, but I must admit that I’m a “Grey’s Anatomy” and “Private Practice” fan. And, when a new show, “The Deep End”, premiered on ABC, I started to get hooked on that too. Then, the Marketing wheels started turning, and I thought back to my college days of investigating placement for different [...]

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    Have I talked about the brilliance of Michael’s? Michael’s is one of my favorite craft stores, and I usually enter with anticipation, and leave with my hands full of wonderful scrapbooking materials. And the best part… my receipt is a coupon for 40% an item, valid for the following week! Let’s talk about why this [...]

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    I grabbed pizza at Sbarro during a shopping trip with my sister, and at the end of the meal, I mentioned that Sbarro had started doing what Papa John’s has been doing for the last 10 years: garlic sauce. However, Sbarro is offering garlic sauce as an upsell for $0.65 per container. After finishing my [...]

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    I’ve seen many examples of misinterpretation of the underlying need, and I just had to post about it. These two examples show a fundamental lack of understanding of the customer’s underlying need. Recently, I went into Starbucks, and witnessed the following encounter: Starbucks was out of sleeves for hot cups, and the barista was asking [...]

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