In Marketing, Perception Is Everything

The mind is a deeply complex organ, at times influenced by small, seemingly trivial things, and at others closed off to any external stimuli. Think of it as an onion, with belief at the center and perception at the outermost layer. Subtle stimuli can alter perception not just more easily than they can belief, but also can alter perception in nearly imperceptible ways, as air overtime hardens and dries the top layer, not affecting the layer beneath.

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Ice Cream That's Out of This World

When I was little, my dad used to take me to the Museum of Science in Boston. Much to his chagrin, my favorite exhibit wasn't the Theater of Electricity, or the Tyrannosaurus Rex skeleton, or even the baby chick hatchery. In fact, what I liked best wasn't even an exhibit at all—it was the gift shop, where they sold Astronaut Ice Cream. It's been about twenty years now since I last had something freeze-dried for dessert. So when I stumbled across a website that sold the stuff for $2.50 a pop, I figured, why not?...

Within a week a package arrived containing two slices of Neapolitan. They were a little broken and bruised from the journey (and that was just across state lines! What happens on the way to the moon?), but when I tore through the paper the stripes of strawberry, vanilla, and chocolate greeted me like a familiar—if somewhat crumbled—flag.

Happily, there was a note explaining how the treat is made (something that, at seven, I couldn't have cared less about). In a nutshell, the ice cream is sealed in a vacuum chamber and frozen until the water crystallizes. Then the air pressure is lowered, which forces the air out of the chamber. Next, heat is employed to vaporize the ice. Lastly, something called a "freezing coil" traps and removes the vaporized water. The process is repeated several times until the ice cream is perfectly done.

I'm not sure if I quite understood everything, but my astronaut ice cream sure tasted delicious. It was kind of like eating a small, hard nugget of cotton candy, in that it melted on my tongue halfway through chewing. But there was also something distinctly dairy about it—a creamy, milky quality reminiscent of...real ice cream. Of the three flavors, I liked the vanilla best. I found the chocolate a bit chalky, and the strawberry was more than a tad artificial.

I doubt if I'll be ordering more astronaut ice cream anytime soon, but I'm very glad to have revisited my culinary past. It reminded me of what I've always like best about eating: trying foods that are totally out there and making new discoveries.

About the author: Lucy Baker is a graduate student in the writing program at Sarah Lawrence College. Before returning to school to pursue an MFA, she was an assistant cookbook editor at HarperCollins. She lives in Brooklyn and is currently obsessed with all things fennel.

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In Videos: Rolling Stones' Rice Krispies Commercial (1964)

In 1964, the Rolling Stones used their musical prowess to sell...puffed rice cereal? Check out their catchy jingle in this British Rice Krispies commercial, after the jump. [via The New Yorker]...

In Videos: Rolling Stones' Rice Krispies Commercial (1964)

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Don't Make These Common 4 Affiliate Mistakes!

Don't Make These Common 4 Affiliate Mistakes!


Myths concerning affiliate marketing are appealing and attractive. People who do not know the entire system the wrong way round are prone to believing that it is something capable of giving them great fortune overnight. Stories concerning affiliates who earn tremendous amounts of money swim in their heads, and while these stories are as true as they can be, there are those who believe that they are going to have the same fortune once they indulge in this particular business.

It is true enough that affiliate marketing is financially rewarding. People who have gone through everything to be able to succeed in this business are reaping the seeds that they untiringly sowed. Many of them enjoy the kind of existence that was not possible for them to have had under ordinary circumstances. Having gone through the A-Z of affiliate marketing, however, these people are the ones who know that while such business is lucrative, there is absolutely no easy money in it.

Ignorance of this fact is one of the main reasons why there are people who fail miserably in the internet business. There are those who believe in myths concerning the easy money involved in systems such as affiliate marketing. They do not know that there are those who have wasted time, effort and too many resources in trying to pursue the life of ease that they believe this business will give them. And so they go into affiliate marketing armed with nothing but myths and fantastical notions of wealth swimming in their consciousness, never realizing that they bound to make mistakes that would prove to be their downfall.

What may be the reason why in businesses such as affiliate marketing, many are called but few are chosen? Perhaps the answer lies on the fact that many affiliates make mistakes that result from their ignorance of facts concerning how the entire business runs. Affiliate marketing is not as simple as an affiliate promoting a merchant's wares through his website and getting paid for it. It is also about knowing the market and the customers at hand.

Discovering what the most common mistakes affiliates make can perhaps dispel the gloom about myths surrounding affiliate marketing by correcting some wrong notions about it. It might also be able to make those concerned understand that like any other business, there are dos and donts involved in this one if they want to make each of their steps count. The first common mistake affiliates make is their lack of knowledge concerning principles involved in their business. This refers to the affiliate's knowledge of search engines in particular.

Affiliate marketing involves advertising, and advertising through the internet could not have been better without the existence of search engines. What every affiliate has to do is to make these search engines his best friend through studying search engine optimization closely. This way, he is able to know what to do in connection with building a better website to ultimately use for his business.

The second is that affiliates make the mistake of stuffing their sites with banners that do not provide enough information about the product at hand. The best way to battle this mistake is to provide good content hand-in-hand with such banners. It is important for customers to know and understand the features of a product, and good content will be able to help them realize this goal.

The third is that there are affiliates who make the mistake of promoting only one product. Consequently, customers are not given enough options to choose from. There is also the risk of generating fewer sales as compared to having more options for customers ponder about. It is always better to give them a few better alternatives than to give them only one.

The fourth is that there are affiliates who make the mistake of promoting too many products. As a result, customers are confused and end up beyond making a choice. It is perhaps good to give them only the best choices. This is because it is ultimately up to them to judge which one is the best for them to patronize.

All in all, affiliates that are doomed to fail in this business are those who do not exert enough effort to understand everything involved in the industry that they are in. Knowing their path step by careful step will prove to be beneficial to them, as there is no other way to succeed than to go through any path slowly but surely.
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Come on in 'The Kitchn'

This week, The Kitchn gives guidelines on how to serve food at a cocktail party so that your guests are satiated and you're not left with tons of leftovers. Tips include making a few substantial things to fill people up among the bite-sized canapes, preparing more dishes that will make good leftovers, and stocking the freezer with reader-to-bake hors d'oeuvres. Also on The Kitchen, pudding cake recipes, how to freeze bacon, oven glove suggestions, and a recipe for healthier hot wings....

• Spring Dessert Trend: Pudding Cakes: Pudding cakes are great for spring; they're warm and comforting, but lighter and softer than winter cakes. Check out these recipe suggestions for making your own!
• Quick Tip: Freezing Bacon: Always have bacon on-hand by freezing individual slices. Just wrap the bacon in plastic wrap or parchment paper. A plus: bacon is easier to dice when frozen.
• Good Question: Looking for Long-Lasting Oven Gloves: Are your oven gloves wearing down too quickly? Check out these suggestions for long-lasting gloves that will stand up to the heat.
• March Madness Recipe: Healthier Hot Wings: These hot wings aren't healthy, but perhaps not as unhealthy as other hot wings. Heat your vat of oil to 400°F and dump in those wings!

The Crack of the Bat

With baseball's season-openers upon us, I'd like to highlight Marketing News' Mar. 15 cover story, "The Strong Survive," which spotlights the trials and tribulations of Major League Baseball as...

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A Bad Web Site is Worse Than None At All

Whether or not you believe in the notion that a bad Web site is worse than none at all, it's hard to argue the merits of a well developed site and its resulting effects in lead generation, sales...

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Rule Number One -- Get With the New Rules

For a long time we marketers have relied on buying expensive advertising and begging the media and analysts for coverage of our companies, products and services. We've basically interrupted people...

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