I got approached to do a business plan
(back before I got sucked into the black hole of publishing)
and  
I stated my darn close to volunteer work fee. 

The entrepreneur went silent. 
“But, but, but,” she said,
“I already paid for a business plan. 
It shouldn’t cost that much. 
Most of the work has been done.” 

“Then why are you coming to me?”  I ask. 
“Because the plan was unusable.” 
“Then most of the work hasn’t been done,” was my reply. 

Basically she wanted me to pay for her mistake.  

This happens ALL the time.
A product flops or a mistake is made
and
the company tries to recoup the costs
with higher margins on the next launch.

When the prospect has choice, however,
she simply walks away.

Tomorrow, a hundred target consumers
will knock on my door and ask for a favor. 

I’m talking, of course,
about the Halloween tradition of trick-or-treating. 

We, marketers, have an opportunity to ask
only one question while giving out the candy. 

If you’re a beverage manufacturer,
that could be “what is your favorite drink?” 
or if a toy retailer,
“what is your favorite toy?”
(perfect for the upcoming holiday season). 
After getting the answer,
I reply “well, I don’t have a sticker of xyz 
but what about this one?” 

Happy kids and one happy marketer.

I predict the hot toy for adults
this holiday season to be
the digital photo frame. 
I’ve already picked one up for
my baby boomer Mom’s November birthday. 

Why? 
Because she, like most boomers, 
is moving into her nostalgic period. 
She tried scrapbooking. 
Too much work. 
Only wrote a page or two of her memoirs.  

The digital photo frame, however,
will capture her life in one filled card and
display it on the wall for all to see.   
The perfect solution and
the perfect present.