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Can Price Sensitivity Be Influenced? Yes

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Written form of the video above: As marketers, we tend to want to put the consumer into price buckets. I’ve had conversations where the marketer would say: our target audience are retired people, or our target audience are people who make over $130k. This implies an affluent shopper who is price insensitive is price insensitive for ALL purchases. And someone …

Take a Stand

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Often, what you stand for is even more important than the product you sell. Flowers for Dreams is a flower shop in Chicago that has an opinion. So, when you get to their site you have to answer a simple question. A question that doesn’t have anything to do with buying flowers:

Fear …

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Narrative Control is an attempt to make something positive that is or will be perceived as negative. Fear is something often considered as negative, and since everyone is affected by fear, this poses a great opportunity for Narrative Control. Take for example this ad from ProShares: It’s no doubt that brick-and-mortar stores are being affected from online retailers such as …

Stories Matter

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If you have the ability to tell an amazing story you can mark-up some things 1,200%, even candy floss. And story isn’t just words, it’s also the packaging. Check out Bag of Unicorn Farts: Sells on Amazon for $10.95: And people who buy it aren’t enraged that they could by the same quantity of cotton candy for 20 cents. No, …