I'm fascinated with marketing. Not the typical radio/print/tv stuff but the low-cost high return stuff. We get up today and we have no hot water. Not good. I call a plumber and his receptionist asks details about the problem and where I live.
She calls the plumber and explains to him the problem and she calls me back. She says that in our subdivision he's seen that problem come up quite a bit and here's how you fix it (hit the hidden reset button). I did and it works. Did he charge us? Nope. Could he have come out and charged us for an hour of labor to fix it? Yepper.
Who do you think I'll call for a real problem? He lost whatever his hourly fee is but he gained a customer. Would you spend up to $100 for a customer? That's what most marketing projects do. Maybe the print/tv/radio people say it works because if they say it enough then people will believe it.
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