Leverage third-party authority for credibility
BrandHe uses a fictional expert or a prestigious-sounding institution to present his products, shifting the focus from commercial sales to scientific discovery.
Hall of Masters
P. T. Barnum
P. T. 바넘
Marketing, brand and copywriting1810-1891
American showman, author of The Art of Money Getting
884 records in all
- Principles 299
- Episodes 371
- Quotes 214
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Principles
45 basic records of 299
Principles are our summary of their public statements.
Monetize the Journey, Not Just the Destination
StrategyIf a direct charge for an event is difficult, offer the event for free and profit from the infrastructure or transportation required to get there.
Manage the performer's psychological state
ManagementHigh-performing talent often suffers from self-doubt and stage fright, which can hinder their artistic potential if not addressed by management.
Manage the Risk of Over-Promotion
MarketingExtensive advance publicity can create expectations so high that the actual product might disappoint; a founder must balance hype with the reality of the performance.
Embrace the Villain Role for Profit
BrandA business owner should not care about public disparagement as long as it keeps people talking and elevates the brand's star attraction.
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