“And the winner is... the frog!”

Dear Friend,

How would you feel if you got your ass kicked by a frog?

Because that's what happened to the new Coldplay CD that just came out over in the UK this week -- it was immediately handed its first setback -- by a frog.

Seems that neither 2 years of pent-up demand from fans nor several million dollars worth of promotion by Parlophone records (in the UK) or Capitol EMI (here in the U.S.) could save X & Y (the new Coldplay CD) from being knocked off
the top of the charts... by a mobile phone ringtone.

According to mobiletracker.net, "A ringtone made its way to the top of the British singles chart this Sunday, topping Brit-rock group Coldplay. Ringtone Crazy Frog Axel F outsold Coldplay's Speed of Sound 4-1, making for a disapointing opening weekend for the popular band.

Crazy Frog Axel F is based off the revving sound of a Swedish mo-ped. It marks the first time a ringtone made it to the singles chart for conventional music sales.  Interestingly enough, most of the ringtone's sales have come from a CD, not from digital download."

"This song is incredibly irritating and puerile and we're still trying to understand why people like it," said
Gennaro Castaldo, a spokesman for (British retailer) HMV.

This just goes to show you, you must sell to "wants" and not to "expected wants" or "needs" if you want to come out ahead.

And remember this: You can't "create" demand. It's already out there, all around you -- and believe me, there's plenty of it.

All you can do is tap into it, and then use your sales copy to "build" this already existing demand, into a hot sweaty frenzy.

So hop to it.

That'll wrap it up for the weekend, so have a good one.

Now go sell something,

Craig Garber

P.S. Wanna discover PROVEN short-cuts on exactly HOW to market to the existing wants of your own marketplace, regardless of what industry you're in? Then try checking this out: http://www.kingofcopy.com/consulting

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

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