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It will work only to the degree that customer permission includes complete and accurate answers to questions about their interests. With that information it will start recommending selections, augmenting your customer profile with what it learns from each of your ensuing queries and purchases. But for now, 98 percent of their e-mail customer contact is done in aggregate much like bulk e-mail. If you are a science-fiction buff, for example, you re on the science-fiction book e-mail update list. T hough the functions of every platform may sometimes overlap, each one cultivates a unique language, culture, sensibility, and style. Some support text-heavy content others are better suited for richly designed visuals. Some allow hyperlinks others don t. These differences are not minor putting the wrong kind of content on a platform will doom your marketing efforts. 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Originally, only select families had access to television, and when they did, it was a guy in a suit sitting at a desk heralding the commercials, or a disembodied voice announcing, This program brought to you by . . . Not too compelling. Television ads only started to drive sales once TV units made it into more homes and became a popular source of family entertainment. In particular, ads started to work when a few smart marketers figured out how to talk to their consumers in ways that were native to the platform through short, scene-driven stories populated with evocative characters. The ads became an intrinsic part of the television-watching experience. People hummed the jingles on their way to work or while vacuuming the house. The brands became cultural touchstones, and their products the Cream of Wheat, the floor wax, and the frozen dinner flew off the shelves. All because marketers figured out how to create content that was visually compelling, story-driven, and entertaining ads that mirrored the content already airing on the platform and that the television audience was coming to see. Authenticity There s a real person behind this post, too. You can tell because when one fan suggested Justin Bieber as his preferred seatmate, Amtrak replied with But where would Selena Gomez go? With one sentence, Amtrak reveals that its employees are our contemporaries, people just like us, with their fingers on the pop culture pulse, a sense of humor, and a real interest in their customers. Chapter Summary Fastlane Distinctions Like wealth, luck is created by process, not by event. Luck is created by increased probabilities that are improved with the process of action. If you find yourself playing the odds of big hits, you are event-driven, not process-driven. This mindset is conducive to the Sidewalk, not the Fastlane. Get Rich Quick infomercial marketing is a Fastlane because savvy marketers know that Sidewalkers place faith in events over process. Moneymaking systems are rarely as profitable as the act of selling them to Sidewalkers.