#TBT: Every Marketing Program Begins With the Same Question …

Happy #TBT. To celebrate, we’re sharing an oldie-but-goodie post from Jim: Every Marketing Program Begins With the Same Question … “What is the intrinsic value of the product or service?” So says Lynda Resnick, creator of POM Wonderful pomegranate juice, as quoted by Harvey Mackay in one of his articles. What does intrinsic value mean? In developing your product and your way of talking about the product, Resnick says you should, “recognize above all that consumers aren’t stupid. They are looking for …

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Treat Your Hardcore Fans Extra Special

In his back-to-back posts about How to Give People More of What They Really Want, Part I and II, Jim shared the founding marketing insight of Goldstar: People want to go out more. And then he pointed out that if their behavior is different from their desire, there must be something (or some things) getting in the way. He calls them gates. Gate 3 is getting somebody interested in an event. On exhibit now at The Smithsonian National Air and …

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