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Old March 9, 2019, 08:35 AM
Dien Rice Dien Rice is offline
Onwards and upwards!
Join Date: Aug 2006
Posts: 2,705
Default "Here's to the crazy ones..." (Apple ad)

Originally Posted by Glenn View Post
Thanks Gordon,

We gotta Figure out how to set up a Harvey Brodie
Toll Gate Situation.

Ethically set up systematic situation
where People buy simply because Their Ego is involved.

EXAMPLE I - The video Guy would LOOK bad on his own video
if he didn't Fork over some Cash to the Homeless guy.

Example II - below.

MULTI-M*Illionaire TIGHTWAD - Gary got himself into a situation where his NEW RADIO Salespeople were
looking to Him to Supply a Genius S*Ales Script at a Trade Show in
24 hrs.

I had such a B*illion D*ollar S*ales Script - which Is So Simple
Gary could LEARN it in an hr.

Then TEACH IT and Take all the Credit to a few dozen of his untrained
Radio Station team members.

So rather that BE EMBARRASSED - Gary Forked over the Cash.

Hi Glenn and Gordon,

Denny Hatch, following in the footsteps of the late highly successful direct marketer Axel Andersson, identified "flattery" as one of the key reasons people buy...

Flattery works in that people feel flattered - they feel special - if they buy the product.

Apple's early iPod and iPhone ads used flattery - thanks to the ads, people who bought the products felt special and cool...

Even Apple's 1997 ad, "Here's to the crazy ones"... I would say used flattery.

Its message was, if you buy an Apple computer, you are like these genius rebels in the ad (like Einstein, Martin Luther King, John Lennon, and so on)!

Flattery is not identical I think to what Glenn is saying - but it is related to it, I think...

People feel like they are not bad people - more like they are good, and will look good in front of others - if they "buy"!

Best wishes!

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