http://christopherspenn.disqus.com/Christopher S. Penn's Awaken Your SuperheroenMon, 05 Mar 2007 09:57:46 -0000http://www.christopherspenn.com/2007/03/i-hate-the-word-exclusive/#comment-44584971<p>I also hate "once-in-a-lifetime offer." Thanks, but somehow, I doubt it.</p>BryanPersonMon, 05 Mar 2007 09:57:46 -0000http://www.christopherspenn.com/2007/03/i-hate-the-word-exclusive/#comment-44584969<p>Well said Chris. I despise the word "exclusive." When I was in TV, I can't tell you how many times I urged the producer to dump "exclusive" ... a word that doesn't have any meaning. Instead use something like "you can only find it here." Even this is "old school" marketing. Trying to make you feel special. The truth of the matter is that we have been so immersed with this type of marketing, it's taken as a lie, a watered-down truth, or just a glitz word.</p><p>The companies that foster the community as a primary focus in their efforts to get involved in new media are going to do far better than those that simply use the technology to do the same thing they have for years. Ads are simply ignored more and more. Relationships are what last.</p>Ed RobertsMon, 05 Mar 2007 09:40:56 -0000