Something arrived in my in-box sealed with the kiss of death.
It was one of those notices for a "Friends and Family/Sample" Sale, with unimaginable deals, where the sender urges others to
"Pass It On!"
Well, given that it made it to my in-box, the sender can chalk up at least one little success.
But that's where the wins end, because I ain't going.
These things are about as exclusive, and as hard to swing an invite to, as a Hilary Clinton rally. Given the hard-fought bargain battles they spawn, they are for people with few friends and who hate their family. While the deals are indeed good, they ain't worth the hours standing in line, the fighting once you get into the less-than-ideal retail location (usually a factory or converted warehouse space), and the even-less-than-less-than-ideal opportunities to try something on (about as dignified as feeding time time at the zoo, but in your underwear).
All this aside, you know that just by urging someone to "Pass It On!" you are minimizing any type of "real" buzz these sales can generate. Today's web-savvy consumers see through this type of hype. "Pass it on" is code for "uncool."
Wanna really spark a stampede? Mark the next sales email with:
"PLEASE KEEP THIS TO YOURSELF!"