Suw wrote:> "... we do have a couple of people we are talking to..." I'd suggest as a guide for these people, Seth Godine's latest book called "All Marketers Are Liars". His thesis is that great marketing needs to do certain things: First, isolate what is the 'story' to be put forth. A story is a message that people choose to believe, and so choose because they think it will make them feel better to believe it. Second, identify the target market to whom the story is to be put to. The thing required of the target folk is that they have a way of thinking already that includes a 'frame' that will accept the story. If they don't already have such a frame, if the story doesn't resonate with something they already believe, then they simply won't pay much attention to the story and certainly won't move on to step three. Third, in the most successful marketing, the story is of such a nature that when it is hooked into a frame of reference in the targeted population, many of those will not only choose to accept and keep telling themselves the story, they will also SPREAD the story to others. It is this second iteration of the delivery of the message or story that is the most important for the success of the marketing effort, because the people who do the spreading are opinion leaders talking to friends who do not necessarily have the same pre-existing frame of reference to hang the story on. But as opinion leaders, they can CHANGE the thinking of their friends they repeat the story to, a task which the original organization could NOT do with the friends in the second iteration, and could not even do with the opinion leaders in the first iteration. So if you analyse what the RIAA say about pirates and etc., you can see that they already have selected their story, their target market for the first generation, and they have identified what frame of reference must be present in the first iteration recipients in order for them to buy the story and keep telling it to themselves and then to their friends. Again, this is a serious recommendation: Give earnest study to Seth Godine's book. It contains the sort of tools that can infuse ordinary ideas with dynamite power.