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An Idea A Day by David Thompson

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MARKETING

GIVE PEOPLE A GLIMPSE BEHIND THE SCENES

Andy Maslen

PEOPLE LOVE GETTING insider information. For certain readers the idea that there’s an elite group, somewhere, all having a wonderful time at their expense is sufficient motivation to stump up the cash for whatever you’re selling. It’s why headlines promising to reveal “the 7 secrets of professional manicurists” do so well.

Even people who are members of an elite worry that there may be a super-elite to which they are denied access. Perhaps because they are latecomers, or not of the right class, or from the wrong side of town. At every level of society, you have these anxieties about ...

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