Comments on: Money Can’t Buy LOVE (Or Conversions) http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/ Where Interactive Advertising Begins Fri, 10 Feb 2012 14:59:18 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Paul Duboff http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-381858 Paul Duboff Fri, 25 Apr 2008 14:01:32 +0000 http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-381858 Now that's what I call a book review. Well done, Mike. It may be a light-weight book by your standards, but stimulating enough to evoke your response. Paul Hope al is well at home...love to Sarah and Max Now that’s what I call a book review. Well done, Mike. It may be a light-weight book by your standards, but stimulating enough to evoke your response. Paul Hope al is well at home…love to Sarah and Max

]]> By: Jacob Guterson http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-381683 Jacob Guterson Fri, 25 Apr 2008 10:05:06 +0000 http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-381683 I'm not sure you completely understood what the book was saying. For example, your critique of his "free" chapter. He's not just saying people like free stuff, he's pointing out the power the concept of "free" has to get people to make irrational decisions. For example, why are people willing to wait in line for over an hour to get a free scoop of ice cream (worth about $1.65) when most of those same people would not be willing to do so if instead of being free, the scoop of ice cream cost 1 cent? Basically, free and 1 cent are the same thing, so why does this happen? This shows how the concept of "free" causes people to make irrational (yes, emotional, but also clearly irrational) decisions. Is it actually worth it to stand in line for so long just for a scoop of ice cream? No, but people will do it because of "free". When you make it 1 cent, it loses that symbolic power and people decide it's not worth it. Basically, the author is pointing out that "free" often costs us a lot more than we think, and he hints that it may have to do with the perception that when something is free, there is no way to feel "loss", so this causes people to chase "free" in a very irrational way. I have found that most critiques of this book seem to be misguided, and are based on misinterpretations of what the author is saying. I’m not sure you completely understood what the book was saying. For example, your critique of his “free” chapter. He’s not just saying people like free stuff, he’s pointing out the power the concept of “free” has to get people to make irrational decisions.

For example, why are people willing to wait in line for over an hour to get a free scoop of ice cream (worth about $1.65) when most of those same people would not be willing to do so if instead of being free, the scoop of ice cream cost 1 cent? Basically, free and 1 cent are the same thing, so why does this happen?

This shows how the concept of “free” causes people to make irrational (yes, emotional, but also clearly irrational) decisions. Is it actually worth it to stand in line for so long just for a scoop of ice cream? No, but people will do it because of “free”. When you make it 1 cent, it loses that symbolic power and people decide it’s not worth it. Basically, the author is pointing out that “free” often costs us a lot more than we think, and he hints that it may have to do with the perception that when something is free, there is no way to feel “loss”, so this causes people to chase “free” in a very irrational way.

I have found that most critiques of this book seem to be misguided, and are based on misinterpretations of what the author is saying.

]]> By: Curt Craighead http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-380929 Curt Craighead Thu, 24 Apr 2008 15:52:41 +0000 http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-380929 You hit the nail on the head. Marketing is all about rationally developing a brand in anticipation of a collective emotional response. Clearly, and historically, the best marketers are people who understand humanity. While data is enormously important, using data to drive decision-making vs influence decision-making is the hallmark of a company, a marketer, a manager who has no idea what people are about. The older I get, and the more time I have in the industry, the more I'm convinced marketing is best done by the men and women who truly embrace a customer as a human being, not as a conversion number. You hit the nail on the head. Marketing is all about rationally developing a brand in anticipation of a collective emotional response. Clearly, and historically, the best marketers are people who understand humanity. While data is enormously important, using data to drive decision-making vs influence decision-making is the hallmark of a company, a marketer, a manager who has no idea what people are about. The older I get, and the more time I have in the industry, the more I’m convinced marketing is best done by the men and women who truly embrace a customer as a human being, not as a conversion number.

]]> By: Sometimes “Irrational” is just “Emotional” « MikeTrap http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-380015 Sometimes “Irrational” is just “Emotional” « MikeTrap Wed, 23 Apr 2008 19:28:06 +0000 http://www.adotas.com/2008/04/money-cant-buy-love-or-conversions/#comment-380015 [...] Continued… Posted by miketrap Filed in Branding, Media [...] [...] Continued… Posted by miketrap Filed in Branding, Media [...]

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