Marketing Cake

Bad marketing, writes April Dunford, is like speaking Japanese slowly and loudly to a person who speaks only English. More is not better.

What does the customer want? 

The cake pop, Dunford explains, is a great product. The name is fun, it explains what it is, and customers ‘get it’.

But it’s just cake on a stick.

Customers would never have said: Give me cake, on a stick, and let me please pay more per ounce for the pleasure. Never.

However, frame it as a cake pop, sell it at Starbucks, and the size becomes an advantage. It costs more and it’s worth it.

More is not better, right is better.

What’s right? It’s not here, it’s out with your customers.

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