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Marketing Buzz 05/03

When it pays to be hip; crack open these marketing books

By Elizabeth J. Goodgold

Opinions expressed by Entrepreneur contributors are their own.

Shooting From theHip
So you've got a cool product or service--doesn't it makesense for your marketing to also be hip? Of course, you can'tmarket über-cool unless your brand warrants it. "Tryingto be hip in a single execution won't work," cautionsSascha Lewis, co-founder of flavorpill, an e-zine newsletter thattracks hot music, art and cultural trends. "[The hip] audienceis very savvy, and forcing hip will only backfire."

Whether you're courting trendsetters or teens, "youhave to live like they live, you have to talk like they talk and,most important, you can't talk down to them," explainsKeva Dine, author of two anti-boredom books for young teens, HeyDay (HarperCollins) and the upcoming Holidazed(HarperCollins)-forthcoming in 2003. If you target teens, sherecommends working with one in some sort of an advisory fashion.Putting your message to the acid test will prevent many a marketingmistake.

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