At least not for Tropicana. Apparently the experiment failed. I gather the public in general was no more thrilled with the new cartons than the blogging world. According to Roberta Rosenberg (The Copywriting Maven), this failed experiment cost Tropicana $35 million. I appreciate her alerting us to the original change, and the reversal. Interestingly, I [...]
Rudyard Kipling’s poem IF starts, “IF you can keep your head when all about you Are losing theirs and blaming it on you, …” It reminds me of the recent economic crisis and various government officials’ responses. Especially when I hear the ones most responsible are blaming … consumers. Not acknowledging their own responsibility in [...]
I must admit the term “neuromarketing,” reminds me of science fiction. The original Star Trek comes to mind. You know, where the flashing lights on the futuristic scanner … in reality are just flashing lights. And the original hand-held medical scanners were salt shakers. Ah, the power of the imagination. Actors and actresses taking the [...]
According to a December 11, 2008 Harris Interactive Poll, the three most trusted organizations influencing politics and business in Washington, D.C. are Consumer Reports, the American Red Cross, and AARP. Congratulations to them. Good for them, right? Well, maybe… All three organizations are among the most well known organizations exerting influence in Washington. But two [...]
Originally published December 18, 2008 This week I learned a new recipe for making cookies. And it got me to thinking about how a successful sales letter, in many ways is a recipe. So, what do you do first when writing a sales letter? Assemble the ingredients? Instead of flour, sugar, shortening, etc., assemble the [...]
