50-ways-to-make-your-first-sale

Chapter 16
Pull a PR Stunt
Italian entrepreneur, Enrico Frare put a full page ad in a Milan newspaper
where he posed nearly nude. His message was that every day in Italy an
entrepreneur almost loses his shirt. This was his economic commentary
pertaining to the difficulty of businesses getting credit from Italian banks
during current times. Posing nude is obviously taboo, and when combined
with an underlying message, it will always attract attention and more
importantly, press coverage.
INVITATION ONLY
Some publicity stunts can run a couple of years and still be highly effective.
Facebook and Gmail started off by invite only. In each case, by creating
scarcity and a great product – they were able to make outsiders want in.
Making secret clubs can be a genius way to create unrivaled amounts of
demand. Nike also does this with their SB (Skateboarding) shoes by creating
very limited releases that sell for hundreds of dollars a pair.
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