Here's a good one.
In the process of a business deal, send two copies of a form requiring in a package to the other party.
The other party sees a duplicate, ignores it, and returns only one copy, and retails the duplicate copy in a pile some where.
Later, after some time, request that they send you the duplicate form for the first time. Be sure to indicate that this missing document has delayed all processing.
The other party flips through the pile, and sees that he didn't send it, admits to missing it, and returns it signed along with acquiescence to a delay in processing or completion of contract.
Friday, October 09, 2009
Sunday, September 06, 2009
How to Market the Unmarketable
Recently an inspiring moment brought me deep into thought.
In our office, we had been inviting a famous author to visit, and his books were piled on the receptionist's desk. I commented to the receptionist, perhaps we should create an image of lack of demand for his book when he visits.
One seemingly far-fetched solution was to "read" the books and put the well worn copies on the shelf. And certainly the idea of creating such a business to make realistic "read" and "well worn" books without the owner having actually to read the books themselves. (Or even, they can order these special "used" books, which are guaranteed to be worn but not actually dirty)
Many ideas came to mind in the technical aspects of "reading" books. Stains, of course, we will stain the books, add aroma. Mark the books with thoughtful notes. Add accidental rips and tears, or even have a copy without cover. Folds in the book for those days when we're without a book mark. Simulation of oxidation is certainly easy through heat, applying oxygen, or treatment with chemicals.
Having day dreamed for nearly an hour about all the premium services (rush service, holiday service, fake autograph....) that we could provide, we realize a vital problem.
The problem is simple. If the visiting author knew that such service exists, and is provided, professionally, by a company, he will never believe the copies on your shelf, which you've either carefully prepared or forced all of your employees to read, are really read.
So, how do you market a product who's essential value depends on the said product to not be known to its target market?
On a separate occasion, I phrased the question as this: If you had a love potion (to a girl obviously), and it would only work if the person it is being applied to do not suspect that it is being used on him when he falls in love (or later). How would you make money en masse? In terms of a solution to this, since the measure of suspicion is subjective, the one counter measure is price. If the price of the product is high enough, it reduces the suspicion one would have. If her boy friend earns less in 10 years than the price of one small portion of the love potion, certainly she would not suspect him, and the drug would remain in force.
A third statement of the problem leads us to yet a different solution. Suppose that we're in a slightly different situation, where by there is a magician (or witch, or some supernatural being of one shape or form) is able to perform a fixed miracle, but it is contingent on that the effects of the miracle is not ever described by the seller or the buyer. This problem is easier to solve: one simply advertise a product in it's basic properties ("I have a pill to sell you for $1") The agreement between the seller and the buyer is that neither will speak the consequence of the pill, understanding the consequence of describing its effects. The buyer consumes the pill, and experiences the effect. He is satisfied, and the seller keeps the money.
The problem now is what happens if the buyer is unsatisfied? If there is no money back guarantee, then this transaction certainly won't take place. If there is a money back guarantee, then he might always ask for money back having experienced the effect. And if the seller wants to maintain it's effects as much as the buyer, he is certainly not able to argue in court about the buyer's lack of grounds to ask for money back.
A simple solution might be for the business ninja to negotiate with the magician. He would ask for a pill with full effect that expires within a short period of time (say a week.) He would give free pills without description and ask that the future buyer not mention its effects. First one is free, but the rest cost money at progressive more expensive price as the buyer become more dependent and more certain of the pill's effect.
This marketing and advertising problem applies also to some existing products and services. Websites that arrange for married couple to have affairs. Virus sellers, who's virus will be detected and defeated if it becomes too popular or if it is purchased by government or other agencies. Providers of subliminal messaging. Political campaigning for hire. Religious leader for hire. (Hmm, these are not strictly the same problem as before, since the target market is, for the most part, not in danger from the knowledge); Makeup. Makeup artists. Fashion designer (any where uniqueness and exclusiveness is of value).
Even this blog, perhaps violates it's own secrecy requirement. Which is that if you know this, and I know this, I would re-evaluate just about every product and suspect every thing else, even my own paranoia is in suspicion.
In our office, we had been inviting a famous author to visit, and his books were piled on the receptionist's desk. I commented to the receptionist, perhaps we should create an image of lack of demand for his book when he visits.
One seemingly far-fetched solution was to "read" the books and put the well worn copies on the shelf. And certainly the idea of creating such a business to make realistic "read" and "well worn" books without the owner having actually to read the books themselves. (Or even, they can order these special "used" books, which are guaranteed to be worn but not actually dirty)
Many ideas came to mind in the technical aspects of "reading" books. Stains, of course, we will stain the books, add aroma. Mark the books with thoughtful notes. Add accidental rips and tears, or even have a copy without cover. Folds in the book for those days when we're without a book mark. Simulation of oxidation is certainly easy through heat, applying oxygen, or treatment with chemicals.
Having day dreamed for nearly an hour about all the premium services (rush service, holiday service, fake autograph....) that we could provide, we realize a vital problem.
The problem is simple. If the visiting author knew that such service exists, and is provided, professionally, by a company, he will never believe the copies on your shelf, which you've either carefully prepared or forced all of your employees to read, are really read.
So, how do you market a product who's essential value depends on the said product to not be known to its target market?
On a separate occasion, I phrased the question as this: If you had a love potion (to a girl obviously), and it would only work if the person it is being applied to do not suspect that it is being used on him when he falls in love (or later). How would you make money en masse? In terms of a solution to this, since the measure of suspicion is subjective, the one counter measure is price. If the price of the product is high enough, it reduces the suspicion one would have. If her boy friend earns less in 10 years than the price of one small portion of the love potion, certainly she would not suspect him, and the drug would remain in force.
A third statement of the problem leads us to yet a different solution. Suppose that we're in a slightly different situation, where by there is a magician (or witch, or some supernatural being of one shape or form) is able to perform a fixed miracle, but it is contingent on that the effects of the miracle is not ever described by the seller or the buyer. This problem is easier to solve: one simply advertise a product in it's basic properties ("I have a pill to sell you for $1") The agreement between the seller and the buyer is that neither will speak the consequence of the pill, understanding the consequence of describing its effects. The buyer consumes the pill, and experiences the effect. He is satisfied, and the seller keeps the money.
The problem now is what happens if the buyer is unsatisfied? If there is no money back guarantee, then this transaction certainly won't take place. If there is a money back guarantee, then he might always ask for money back having experienced the effect. And if the seller wants to maintain it's effects as much as the buyer, he is certainly not able to argue in court about the buyer's lack of grounds to ask for money back.
A simple solution might be for the business ninja to negotiate with the magician. He would ask for a pill with full effect that expires within a short period of time (say a week.) He would give free pills without description and ask that the future buyer not mention its effects. First one is free, but the rest cost money at progressive more expensive price as the buyer become more dependent and more certain of the pill's effect.
This marketing and advertising problem applies also to some existing products and services. Websites that arrange for married couple to have affairs. Virus sellers, who's virus will be detected and defeated if it becomes too popular or if it is purchased by government or other agencies. Providers of subliminal messaging. Political campaigning for hire. Religious leader for hire. (Hmm, these are not strictly the same problem as before, since the target market is, for the most part, not in danger from the knowledge); Makeup. Makeup artists. Fashion designer (any where uniqueness and exclusiveness is of value).
Even this blog, perhaps violates it's own secrecy requirement. Which is that if you know this, and I know this, I would re-evaluate just about every product and suspect every thing else, even my own paranoia is in suspicion.
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