Marketing+Tonic= 7 Minute Abs

Seth Godin, one of the few people that actually deserves the title ‘guru’ gives a commical insight into how marketers really think:

(from that movie about Mary):

Hitchhiker: You heard of this thing, the 8-Minute Abs?

Ted Stroehmann: Yeah, sure, 8-Minute Abs. Yeah, the excercise video.

Hitchhiker: Yeah, this is going to blow that right out of the water. Listen to this: 7… Minute… Abs.

Ted Stroehmann: Right. Yes. OK, alright. I see where you’re going.

Hitchhiker: Think about it. You walk into a video store, you see 8-Minute Abs sittin’ there, there’s 7-Minute Abs right beside it. Which one are you gonna pick, man?

Ted Stroehmann:
I would go for the 7.

Hitchhiker: Bingo, man, bingo. 7-Minute Abs. And we guarantee just as good a workout as the 8-minute folk.

Ted Stroehmann: You guarantee it? That’s — how do you do that?

If you’re not happy with the first 7 minutes, we’re gonna send you the extra minute free. You see? That’s it. That’s our motto. That’s where we’re comin’ from. That’s from “A” to “B”.

Ted Stroehmann
: That’s right. That’s — that’s good. That’s good. Unless, of course, somebody comes up with 6-Minute Abs. Then you’re in trouble, huh?

[Hitchhiker convulses]

No! No, no, not 6! I said 7. Nobody’s comin’ up with 6. Who works out in 6 minutes? You won’t even get your heart goin, not even a mouse on a wheel.

Ted Stroehmann
: That — good point.

7’s the key number here. Think about it. 7-Elevens. 7 doors. 7, man, that’s the number. 7 chipmunks twirlin’ on a branch, eatin’ lots of sunflowers on my uncle’s ranch. You know that old children’s tale from the sea. It’s like you’re dreamin’ about Gorgonzola cheese when it’s clearly Brie time, baby…


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