New Marketing Trends

Marketing Ideas for Non-Profits and Libraries

The M Word helps librarians learn about marketing trends and ideas.

Wednesday, October 05, 2011

There are two types of .... the power of good copy

Many of you probably saw this note on Amazon:

"Dear Customer,
There are two types of companies: those that work hard to charge customers more, and those that work hard to charge customers less. Both approaches can work. We are firmly in the second camp.
We are excited to announce four new products: the all-new Kindle for only $79, two new touch Kindles – Kindle Touch and Kindle Touch 3G – for $99 and $149, and a new class of Kindle – Kindle Fire – a beautiful full color Kindle for movies, TV shows, music, books, magazines, apps, games, web browsing and more, for only $199."

Its great marketing copy - says what needs to be said, without naming the other company and makes the customer feel as though choosing the Kindle is a better choice on sooo many levels.  Its copy that hits Mac where they live- a deeper belief that using a product confirms something more about you. For Mac, Mac users have a certain pride in being mac users. Whether we identify with the rainbow apple (unique) or as a Steve Jobs groupie (geek) or as purists or whatever... people love to say they are Mac users.

Now Amazon users can say they are picking the company that is working hard to save us money - a fair company, the "people's company". If it were politics I could easily guess where this story line would take me. :-) They aren't there yet, but if they continue this path, Amazon will be creating a cult of users who identify who they are with the Kindle.

I'm not opposed to this idea because it fits nicely into a storyline libraries could jump on board with - especially since library users can get books for the Kindle from their public library. And could anyone in the world possibly argue against the idea that that libraries are the epitome of "fairness". If there was a "people's place" where but the library? Smart consumers? They use libraries. You know where I'm going with this- its a great story to add to your library's story.  Why not tie into the whole Kindle ad campaign- they are featuring public libraries on their websites- make the connection with your customers. But most of all, start thinking about your story- does it make peope want to tell the world they use a library?

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