ASH AMBIRGE

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The United States Lottery Makes $73.5 Billion a Year Thanks to This Little Understood Sales Trick. What Is It?

In: WTF Is Marketing?

When the lottery wants to drum up business, they don’t raise the odds. They raise the jackpot. 

Why? Because people don’t buy odds. They buy fantasies. They buy the ability to get drunk on a dream. Which, of course, goes back that old hat argument of emotion versus logic. Time and time again, this has proven true. We buy feelings, not things.

Here’s a list of things that people don’t want:

  • 100+ pages
  • Eight modules
  • Sixty minutes of your time
  • A website
  • A new purse
  • All meals included
  • A course

But you know what people do want?

  • Power
  • Belonging
  • Belief
  • Hope
  • Confidence
  • Intimacy
  • Conviction
  • Clarity

In other words, feelings.

Tamara Mellon (the founder of Jimmy Choo) is someone who’s doing this brilliantly right now. She’s not advertising shoes, nor heels, nor cool designs. She’s advertising female fuck yeah.

The story you tell about your product is always more important than the product itself.

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The Art of Business Rebellion

So, the other day I ask The Chilean to stop at the store on his way over and pick up some chicken. He gets here, plops down this bag, and proceeds to pull out a whole chicken, gripping it by the legs and asking me where I want him to put it.  The conversation that […]

In: WTF Is Marketing?

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Let The Serious Folks Go Seriously Broke.

  I can’t do serious. I’m not sure if you could tell from the name of this blog, or from anything I’ve ever written, said, tweeted and/or mimed while naked, but it’s true. (There was actually no naked miming. I do a lot of stuff naked, but really, who the hell mimes these days?) I’m […]

In: WTF Is Marketing?

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What Do You Believe? Package THAT.

Everyone wants their ideas to spread. This is what marketing is all about. What is often neglected, however, is that you have to have an idea first. Everyone’s trying to sell “design” or “copywriting” or “coaching” or “services”—God forbid—but these things are merely categories, not concepts. What do you believe? Package THAT.       […]

In: WTF Is Marketing?

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