Scott Karp's Challenge to Print Media: Be Relevant to Me
Over at Publishing2.com, Scott Karp takes the Washington Post to task for using the same old coupon-style discounting offers they’ve used for decades–when in order to get him to pick up a physical newspaper, they’d have to speak to why it’s a better option than just logging on to read online.
He cites one motivation that might have worked for him: enjoying an unplugged no-computer day kicking back with in-depth analysis he wouldn’t normally have time to read.
Fr me–and I still read the print form of my local daily paper–a key argument might be reduced eyestrain. I’m always looking for ways I can get offline to do some of my work.
I discuss in my award-winning sixth book, Principled Profit: Marketing That Puts People First, and elsewhere, why discounting is often a poor strategy for lots of marketers. It’s always better, as Scott points out, to show the real value you add.
A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com