Wakeman Consulting GroupWakeman Consulting GroupWakeman Consulting Group
(Sat - Thursday)
dave@davewakeman.com
Washington, DC 20008
Wakeman Consulting GroupWakeman Consulting GroupWakeman Consulting Group

Wrapped in a brown bag

A bookstore not far from my son’s preschool had a display recently with the books wrapped in brown paper and the title and author written on them. The experiment, while having its heart in the right place was misguided, partly because all of the books were classics and well known. 

The real test would have been putting all books that weren’t commonly known on display…and maybe even running a promotion that encouraged people to buy one of the books without searching Google or trying to figure out what the book was about…just a random selection from a curator that the buyer trusted. 

In our businesses, sometimes we have the same challenge…how do you stand out in an environment where there are covers in the form of huge ad campaigns, ingrained marketing, and biases learned over a lifetime. 

Just like with a book, you probably have to find a different way to approach your market. Depending on what the market is, your approach should vary.

Leave A Comment

X