11.5% Experiential marketing
Your gas station attendant knows more about human relationships than a whole cadre of laptop-toters. He wouldn't say, “Sir, I suggest a lube replenishment for your vehicle.” Nah, he'd have you nodding yes by a direct communication: “Hey, buddy, your car needs an oil change.” How about your copy? Change the oil? Or let it run dry? Herschell Gordon Lewis is president of Lewis Enterprises, Pompano Beach, Fla. He can be reached at firstname.lastname@example.org.