X-Message-Number: 18270
From: 
Date: Tue, 1 Jan 2002 15:52:45 EST
Subject: Re:  Advertising...CryoNet #18258 - #18267

Some time ago, I worked for a former advertising exec who told of a study 
done by the major advertisers back in the late 60's or early 70's... they 
spent quite a bit of money, with the goal of finding out which advertising 
techniques are effective.  They wanted to be able to scientifically design 
their ads to maximize sales.  Well, the funny thing is there were only three 
things that people really respond to reliably in advertising:

1.  New.  They love new.
2.  Improved.  They love improvements to old stuff.
3.  Familiar Brands.  They love the same stuff they are familiar with- esp 
branded names which are generational... "Mom always cooked with Libby's 
canned pumpkin."

So, how many times have you seen an ad for "New, improved Tide with (insert 
generic improvement)?"

So if you want to sell cryonics, create a brand, label it with identifying 
artwork, keep shoving that brand under people's noses, and tell them its NEW, 
and keep advertising improvements (funding, ease of signing up, improved 
suspension technology, quicker response time etc...)  You will probably do 
okay with these methods over time.

best,
Mike Donahue

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