Denny’s Zinger: Gillette Sabotaged by Hi-Tech Chump Marketers
I made my bones in the repeat sales business—book clubs and continuity series.
Show some cleavage and leg (e.g., give away Volume 1 FREE! or 4 books for $1—no obligation, no risk), suck in the customers and keep on delighting them month-after-month.
Gillette Safety Razor Co.—founded in 1901—figured that out. Sell the razor cheap and make money on the blades.
Fast-forward 114 years and Gillette is offering an old-fashioned continuity series over the Internet: buy a hi-tech razor and keep the blades coming automatically.
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