The Stone Merchant
Selling nothing for millions to a bored generation
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Beschreibung
Learn the marketing secrets behind the Pet Rock and how to sell a product that technically does nothing.
"The Stone Merchant – Selling nothing for millions to a bored generation" deconstructs the greatest marketing gag in history: The Pet Rock. In 1975, copywriter Gary Dahl became a millionaire by selling a rock in a box with air holes. Critics called it stupid, but this book argues it was a masterpiece of psychological selling.
Marketing expert Martin Cole analyzes Dahl's strategy. He didn't sell a rock; he sold a 32-page instruction manual filled with jokes about training the rock to "sit" and "stay." He sold a shared joke to a cynical post-Vietnam generation. The book breaks down the product packaging, the media blitz, and the scarcity tactics that created the frenzy.
"The Stone Merchant" is a textbook on how value is created entirely in the mind of the consumer. It teaches entrepreneurs that if you can wrap a narrative around a commodity, even a piece of gravel can become a bestseller.
Autor*in
Martin Cole
Author
Themen in »The Stone Merchant«
Pet Rock Gary Dahl Marketing Genius 1970s Fad Psychology of Sales Branding