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>I'm taking a chance again of offending some of you. >Even if you’re offended, please learn the marketing >lessons. > >I think Jim Collins was/is uneasy about using a >tobacco company as an example of a great company in >"Built to Last" & "Good To Great". Jim had a lesson to >teach us & to do it; he took a chance of offending >some people. > >If you've read some of my other posts, you may >correctly figure I'm among those who are offended. >Though I'm offended, I've willingly learned the >lesson. > >Some think they have the right to pollute our air >without providing a benefit. I know when I drive a >car, I contribute to pollution, but at least there’s a >legitimate purpose in driving. > >Some in the tobacco business adamantly defend the >"right" to smoke. They’re passionate about producing >tobacco products. > >The lesson is about passion, camaraderie & a common >goal leading to business success. (I’ve tied in "Good >To Great" in Part 2.) > >Below, there's a lesson based on some businesses, >which some feel exploit women & are immoral besides. >If women are exploited, then also men are exploited by >2 of them. There probably have been & are cases of >adults being exploited. I doubt the examples I've used >are among those. > >Some models enjoy posing nude & they aren't being >exploited when they get paid to do what they enjoy. > >I didn't post this lesson to debate morality. I want >you to learn something valuable, then profit from it. > >Fewer Calories Tastes Great >Diet Coke has been marketed as a beverage people would >drink just for the taste of it. (So, what's your >point, Dennis?) > >People may be sensitive about their weight, even after >they slim down. So, they may (& probably should) still >be careful about what they eat & drink. > >If Diet Coke is something anybody will drink just >because it tastes good, then there's no negative >connotation to drinking it in public. > >I don’t know how the "just for the taste of it" >campaign worked out, but it had the potential of >removing stigma. Without a stigma, Diet Coke could be >a more popular product. When people are seen drinking >it, that's social proof of how acceptable the product >is. > >Justifying Justification >This is where it starts to get rough. > >I'm not trying to justify or condemn the publication >or perusal of the magazines I wrote about below. Nor >am I promoting them or the web sites. > >I’ve heard of men "reading" Playboy magazines "because >of the articles". I’ve also noticed some articles I'm >interested in. There was a series a while back about >how American culture formed & progressed. I wanted to >read more of the series. > >I started in the middle of the series. But did I buy >that issue because of the culture series? NO! I didn't >know about the series until after I bought it. > >What about the rest of the issues with that series? >Here's the embarrassing part. For years, I"ve joked >about guys who "read" Playboy magazines because of the >articles. It seemed like a farce. Would a guy really >buy a magazine with pictures of nude women, just to >read the articles? > >OK, I'll Concede The Point >The articles are nice bonuses, but let's be realistic >. . . Well? It turns out the pictures can be nice >bonuses in addition the series of interesting articles. > >(I'll still offer to accept the pictures from those >who buy Playboy magazines because of the articles.) > >Playboy articles can be a reason for choosing Playboy >instead of competing magazines. But would those >articles be a strong enough incentive to buy the >magazine without the pictures? > >Hey, Women! Don't forget about Playgirl & similar >magazines. Don't think you're so morally superior if >you want pictures of nude men! > >Those magazines can have good articles too. (No, I'm >not offering to accept those pictures. I know somebody >who would like them though.) > >Justification: Some buy the magazines because they're >spouses/partners buy the opposite gender equivalent. >It isn't worth arguing about. Let's have equality. > >The lesson here is: people rationalize emotional >decisions with "logical" reasons. So, give people >rational reasons for what they buy. Each >spouse/partner may want a magazine & use any excuse to >get it. > >I'll Buy That >People who have rational reasons for buying are more >apt to buy often. They'll be less apt to have buyers' >remorse. When somebody comments about the purchase, >the rational reasons can be used to justify the >purchase. > >So, there's no excuse if you don't help people >rationalize purchases (as long as nobody is hurt) & >help them buy what they want/need. > >That's News To Me! >Here's an idea & some issues expanding on the magazine >formats: Note- I think there are or have been male >newscasters in this service/web site (below). > >1 - Many adults want to stay abreast, by which I mean, >aware of & informed about current issues. I've heard >complaints about newscasts being all bad news. People >want some good news too. > >2 - There are channels, which have (almost) constant >newscasts with commercial breaks. If you have access >to these channels, you can tune in anytime to get the >latest news. > >3 - It's getting harder to get & keep advertisers for >some web sites. Many people won't pay or are only >willing to pay low prices for content in web sites. > >Coupling these issues with the rationalization of >buying certain magazines (described above) may've >inspired somebody to start a news service featuring >nude (or undressing) newscasters. > >A membership is required. (I don't know how much it >costs.) Some samples can be found in a video web site, >but the people stop & walk away without totally >disrobing. > >Apparently, members get the full views & news. > >Dennis S. Vogel >thrivingbusiness@email.com >When you understand customers, you can make your >marketing, products & services more appealing. >When you use the URLs below to get free knowledge >resources, you'll learn & understand more marketing >strategies & tactics. >http://www.lakefield.net~thrivingbusiness >http://www.voy.com/31049/

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