"Maximum Results Copywriting" http://maximumresultscopywriting.com More Clients...More Sales...More Cash In Your Pocket! Tue, 07 Feb 2012 09:59:46 +0000 en hourly 1 Marketing And The ‘Madness’ Of Luxury Goods http://maximumresultscopywriting.com/marketing/marketing-and-the-madness-of-luxury-goods http://maximumresultscopywriting.com/marketing/marketing-and-the-madness-of-luxury-goods#comments Tue, 17 Nov 2009 00:35:02 +0000 Kevin Francis http://maximumresultscopywriting.com/?p=735
Good article in “The Economist” titled… “Salesman Of The Irrational” It’s all about a Swiss marketer called Jean-Claude Biver who has an impressive record of success in marketing  high end watches. Couple of points to note… 1. What he’s really selling is exclusivity and cachet.  It’s not really about the watches. 2. Note a great [...]

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Good article in “The Economist” titled…

“Salesman Of The Irrational”

It’s all about a Swiss marketer called Jean-Claude Biver who has an impressive record of success in marketing  high end watches.

Couple of points to note…

1. What he’s really selling is exclusivity and cachet.  It’s not really about the watches.

2. Note a great example of differentiation with the Blancpain brand and making a virtue out of what was seen as a problem.

You may not be selling $100,000 watches but there are great lessons here for any marketer.  The key question…

“What are you really selling?”

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