Should You Force Your Child to Read Over the Summer?
By Melissa Romo
When I worked in advertising, we always talked about the two ways to get a consumer to do what we wanted: push them or pull them. 'Push them' meant we blasted them with coupons, discounts and media buys that were the marketing equivalent of a sledgehammer. 'Pull them' meant we attempted to influence them through word-of-mouth, and woo them with the recommendations of savvy mavens. Our goal in 'pull' was to make them want something they didn't even know they wanted, and then want it in a huge way. Creating a successful 'pull' is, for marketers, the Xanadu of selling.