We're all hucksters in our own way. Everything we do, regardless of motive is selling and the act of promotion is just one element of the transaction. Perhaps the greatest huckster ever known was Phineas T. Barnum. For my two bits worth, he wrote the book on advertising! While his underlying message was in building awareness in the mind of the consumer, he also was well aware that the actual commodity delivered was but a small part of the bargain. Unless the customer derived satisfaction from the transaction, he or she would not be back. In fact Barnum disproved the axiom: "fooled me once shame on he, fooled me twice, shame on me." People don't mind being taken advantage of as long as they have received what they perceive as value for their money.
First let me quote from PTB his rules of promotion, then give some examples of how successful he was in spotting the mark.
Barnum said, "When an advertisement first appears, a man does not see it; the second time he notices it; the third time he reads it; the fourth he thinks about it; the fifth he speaks to his wife about it; and the sixth or seventh time he is ready to purchase." In this past presidential election, Bill Clinton and the National Democratic Organization, practiced this first "Rule of Barnum", to perfection. Daily the public was barraged with images of the President, looking presidential. There just was no place for Dole to eclipse the President, all imagery was filled.
The second "Rule of Barnum" is information gained from a third party is always more effective. A good example of this rule is cited in Aline, Countess of Romanones in her book, The Spy Went Dancing. At a dinner party, the Duchess of Windsor set in motion a practical joke wherein, three unknown men were identified as each having being the subject of a very complementary remark by the Countess. One was noted to having been most handsome, another - most intelligent, and the other a rather roguish remark. The remark was relayed to each by a respectful third party. The result was each of the men pursued the Countess relentlessly, sure that they had been chosen!
The third "Rule of Barnum" is that the actual object need not be shown in the ad, only linked to it. Consider the Gateway Computer advertisements. Gateway was most clever in choice of the package for their computer. With Gary Larson's "Far Side" cartoon imbedded in the minds of a whole generation of readers, the black and white cow so popular in his strip just seemed to have been skinned and there she was wrapping up the Gateway. Terry W. just rode the wave!
The forth "Rule of Barnum" is that you identify a small influential group to market you product to first. Then spring-board off their acceptance to the next market group until you reach the mass market. Barnum took Tom Thumb to England, not to see the masses but to see the Queen. After her loving acceptance of Tom, how could the masses refuse. Now consider Nikes promotion of basketball shoes. Once on the feet of Jordon and others, what aspiring player wanted anything but. And then once popular on the courts, then to the backyards, then to the everyday wearer who would never in their fondest dreams venture onto a basketball court.
The fifth "Rule of Barnum" is animation sells. His most popular shows involved action. The circus of course is well known, three rings in constant motion. One need only look at the silly doll, Tickle-me-Elmo, to see that gulling the public has not lost its whiles.
The sixth "Rule of Barnum" is build on your reputation. Although known as a humbug by many, the public just couldn't refuse to take one more look. The name Barnum was enough to ensure a large crowd. This was no more evident than when he promoted the Swedish Nightingale. Under his tutelage, her performances were sold out, however, shortly after he and she parted ways, the crowds no longer came - Barnum wasn't there. Today's example is the introduction of a consumer personal computer by Hewlett-Packard. HP crashed the PC market when others (most notably IBM) had licked their wounds and crept away. How can that be? Simply Hewlett-Packard used their name recognition to attract the public. How did IBM fail? Cutesy names that had no meaning to the public, not even a Big Blue Box.
The seventh and final "Rule of Barnum", give the public something to take home. Some of his shows, acts, displays were pure shams. And yet the public yearned for more. He entertained, he amused, he scandalized. No better example was his "terrible egress", an exit marked to get visitors of his museum outside so there would be room inside for more paying customers. Having been duped, the crowds only came back for more.
Nowhere in Barnum's autobiography or in other books about Barnum have I found these rules spelled out. However, how can you miss them. The greatest showman was the greatest advertising genus we will ever know. We should all sit at his feet, even tho it is through the works of others.
There are two new elements of advertising that have been introduced since P. T. Barnum. Sex and anxiety are the backbone of many of today's advertisements. Often heard is the statement, "sex sells". I question whether it produces the long term benefit of repeat customers. With everyone using sex as an advertising tool, how can you identify your product. You get the public's attention for a short span of time, but the next competitive ad just as quickly grabs your audience. And, the pharmaceutical houses have grasped the ploy of using anxiety to sell their products. How many times have you seen or heard, "ask your doctor"? Again, I wonder if this is to the long term benefit of the supply house. With so many anxieties and so little time, frustration must be the end result. And with the barrage of information literally dumped on the unsuspecting public confusion reigns supreme. No sale.
Barnum was a huckster, and proud of it. Humbug, never. Too bad we can't say the same for today's crop of promoters.
While we have great respect for P. T. Barnum's abilities in this area, he studied at the feet of one of the greatest promoters of all time. Ever heard of John Richard Desborus Huggins? Just a lowly barber in New York in 1800. But, Huggins learned and taught the art of advertising for personal gain! He termed himself, Autocrat of Fashion, & Empereur des Barbieres. His advertisements are classics in promotion and entertainment.
Advertisers, teachers, politicians and the like should take note of the four "E"s; Excite, Entertain, Educate and End. Get their attention, make it interesting, slip in your message and get out before they lose interest. Huggins knew this well. And, since we are all promoters in some shape or form, try this approach, it works.
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