How To Get Rich Quick, by Jason Goodman.
First, launch a store which sells stuff. Doesn't matter what. The
key is the advertising tactic: smell. Odors and perfum es are very
powerful memory-evokers, so what you do is pipe a signature scent into
the ventilation system of your store. Just a hint of fragrance. Now,
use the technology used for perfume ads in Cosmo to give all
your advertising a hint of that fragrance -- mass mailings, subway
posters, the works. Whether they read your ad or not, they'll
remember your store and the stuff in it, and be tempted to buy.
December 17, 1996
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