Apparently, it was quite expensive and only for the very rich at first.
As Joel tells it…
One woman in the south took a full pound of her expensive cache and sent it to her sister in the north, telling her how marvelous it was. Her sister boiled it, dumped the black liquid off and served it like a vegetable. She wrote back about how terrible it was.
She’d prepared it like a vegetable, which she understood, instead of seeing it for what it was: something entirely new.
Joel used this story to illustrate how some people are approaching the new social media tools with the same old ideas of what advertising is and are eating their tea.
How do you like your tea?
I would argue you can apply the same lesson to all types of advertising. For every advertising medium I show you, you can point to someone who told you how they used that medium and it didn’t work. Or maybe you used it and it didn’t work. All because you (or they) didn’t brew it properly.
That is the purpose behind the FREE eBook How Ads Work Part 1. I want to give you some insight into how to brew your advertising the right way. I’ve eaten the vegetables and brewed the tea, so I know what tastes better.