Subject: Marketing/propaganda
From: Mark Levinson <mark -at- MATIS -dot- INGR -dot- COM>
Date: Tue, 18 Jan 1994 10:57:53 IST

By convincing your user (honestly, of course) that it was a wise decision
to buy your product, you are promoting a win-win situation. The user likes
your product better, and likes life better. But the smartest marketing,
whether pre-sale or post-sale, will present the user with data leading the
user to favorable judgements regarding the product, rather than presenting
such judgements directly to the user. ("If you tell it, you've lost it."--
Hemingway.) The user who has the impression of independently discovering
how terrific the product is will be motivated by self-satisfaction to
recommend the product to others.

To pirate, er borrow, an extreme example from Aesop Glim's _How Advertising is
Written, and Why_: Nobody will buy your alarm clock just because it can
also boil an egg for breakfast. Sell it as a reliable alarm clock, and
don't even mention that it can boil an egg. Then the buyer who receives
an unadvertised extra will be pleased enough to become a word-of-mouth
booster for your product.

Mark L. Levinson, SEE Technologies, Box 544, Herzlia, Israel
mark -at- dcl-see -dot- co -dot- il | voice +972-9-584684, ext. 230 | fax +972-9-543917

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