Soumya Mitra Roy’s Post

Your enemy has a name. And it’s called the Authority Principle. What’s the Authority Principle? This a concept in psychology. And it refers to people’s tendency to believe and obey those in authority. These include: ↪Doctors. ↪Lawyers. ↪Professors.  ↪Teachers. ↪Government officials.  ↪Law enforcement representatives. And anyone else they’ve been conditioned to believe and obey. Take this famous Camels ad. In the early 1940s, concerns were raised between lung cancer and cigarettes. To counter this, the Camel brand introduced print and radio campaign showing how ‘safe’ cigarettes were. Because if doctors smoke, then surely, there’s no connection between cigarettes and lung cancer, right? Wrong. But that didn't stop people from believing the lies. And blindly following authorities or the claims made by those who are in positions of authority. Why am I sharing this? Because I'm against all kinds of unethical practices. And marketing is no exception. So any company that makes money from the ignorance and desperation of people should be shamed. And in the next few weeks, I'll share more examples of unethical brands and what you can do to protect yourself and loved ones. But there's another reason why I'm sharing this. Don't fall for the Authority Principle. Especially when facts or common sense show the opposite! 𝐏.𝐒. Do you know anyone who smokes? 𝐏.𝐏.𝐒. About 8 million people die due to smoking every year.

How high-flying sales, profit and PR success can turn to a PR nightmare all within a matter of months. The world moves that quick. Always be prepared.

"Can we send something other sales and promotional messages through email?" Yes, and you should. The best Supplement brands do it through what I call a 'How-To/Hacks' email. It goes like this: ---- [state a problem or educational topic] [agitate the issue] [provide a solution in the form of actionable tips] [plug your product or your blog] ---- I've included examples from the top Supplement brands in this carousel:

How we blew up our fav brand to. 7-fig biz with this strategy 👇 Have language that's SUPER relatable - when you've hit it - your customers will mimick it and parrot it back to you. 🚫 Materials 🚫 Ingredients 🚫 Your FDA approval blah blah blah STOP. Instead - what would you say to your best friend at brunch? The new girl you met in the bathroom at the party? The girl crush you want to impress... When you position your brand around the WHAT instead of the feels, that's when you're onto something. If this is all greek to you - sounds like you need expert help. We're taking introductory calls for a Brand Roadmap to put you off the fork in the road you seem to be on with your scientific garble. You know where to find it. #ShopifyConversion #DTCMarketing #PremiumBrands #BusinessGrowth #ShopifySeller #WellnessMarketing #EcommerceSuccess

Today, I watched a YouTube video about the use of what role-playing enthusiasts would recognise as a "melee weapon". The creator was taking the position that this item had a Venn diagram of effectiveness and legal use, with a very thin overlap between the circles. His argument was quite simple. There were many ways to use this item effectively but not legally (it was simply too effective at what it did). There were also many ways to use it legally, but it was not the most effective option. I was mesmerised by the number of comments that this video received by people arguing how effective the item was. They really missed the point. Sometimes something is really good at what it is designed to do, but exactly the wrong strategy to follow. Sometimes pursuing a strategy with the only tool you have is a waste of time, and you should get something fit-for-purpose. It was sobering to realise how many times in a multi-decade career of regulatory affairs across multiple sectors where I had implied a similar Venn diagram, though not always the same classifications. Some were simple. Some were amusing. Some were just damn stupid. "Cheap plastic promotional items to encourage sales. Very legal. Very ineffective." "Better tasting but less efficacious product. Will increase sales to people who want a better tasting product. Will not maintain sales of the worse tasting product."

I received some unsolicited post today, accompanied by a cutesy postcard saying "I hope the piggy bank made you smile" before launching into a sales pitch on expense reduction. I won't name and shame the company, but no, it did not make me smile. It's depressing to think about the time and resources wasted on a #marketing gimmick. The planet is in #climatecrisis and we need to move away from this culture of thoughtless #overconsumption. I don't want pointless branded clutter. I have drawers full of branded stress toys, gimmicks and stationery. I have enough logoed cups, mugs and water bottles to last me a lifetime. We need to end the marketing #culture based on handing out tat as a sales incentive.

Corrie A Amos, MD The Spice Theory is the brainchild of her love of good food and passion for science. Her spice blends are sourced from fresh ingredients without any additives, but she needed guidance on driving sales and understanding her finances to make more informed decisions. TAP consultants partnered with her to analyze her outreach strategies, hone in on her target customer and develop marketing campaigns to improve sales. Today, The Spice Theory has a stronger strategy and structure in place with systems in place to help grow the business.   #businessgrowth 

Dive into our latest blog post on reputation management and recovery in the wake of a crisis. Learn how to bounce back effectively from product recalls, with actionable strategies and real-world examples to guide you through the process. Don't miss out on this invaluable resource for safeguarding your brand reputation!  #HarteHanks #Blog #BrandReputation #CrisisRecovery

Did you know that Sweet‘N Low was an accidental discovery? Vaseline was too! From Penicillin to Superglue, some of history’s most useful compounds have been discovered completely by chance. Check out the fascinating stories behind five life-changing chemicals that were discovered by accident. Plus, enjoy some fun facts about the marketing tactics used by these famous products: https://lnkd.in/eW7M72GZ

Protip: Always read the replies to your brand emails. For every person who emails you back with feedback/commentary, there will be 100+ people who feel the same way but weren’t bothered replying to tell you. These replies are some of the best market research you’ll ever get. And a great temperature gauge on how your emails are being received by your customers.