Do YOUR customers line up across the street to give you dough for your dough ?

So, I’m wandering around New York City having fun with my daughter, Paloma, and I see a huge line up across the street.

Line ups interest me.

FOMO? Maybe.

Line ups create buzz.

So I asked someone, what’s the line up for? I’m thinking some celeb is performing or speaking (it’s the middle of the day), who knows, but I gotta. Know.

So the guy says, their lining up for his shop. A tiny little shop on my left. (He doesn’t own it, but the black T shirt radiates cool.)

They’re lining up across several lanes on the OTHER side of the street–not close. Huh?

Apparently they’re lining up for DO (can’t produce the accent on top of the O that makes it look exotic). Cookie dough by the scoop in a small (think gelato) paper container.

Seriously, I ask him? Why are they lining up across the street?

“‘Cause we don’t want to disturb the other stores on this side.” Double huh?

So, I cross the street and start interviewing people. Could this possibly be true? “Why are you lined up?” ”

“For the DO store across the street.”

“How did you hear about it?”

“On TV.”

Apparently there was a Buzz Feed segment.

If you ever doubted the power of publicity, doubt no more.

I cross back and ask the DO doorman how does it work? You can’t just walk in the store. How do they get from across the street to the entrance without newcomers mixing in?

So, he tells me. There’s another guy across the street handing out round DO coasters as tickets for entry to the shop and escorting them across the street. (He interrupts his answer to stop a few interlopers from inadvertently crashing the party, trying to enter unaware of the DO protocol.)

I ask him for a business card so I can write about them.

He doesn’t have one.

So I ask for one of his round yellow DO coaster entrance tickets (write VOID on the back–I’m not going to burst into the store and buy out all the DO). Nope, he can’t do that.

Can he write down the name? He hasn’t got a pen.

What he has is a whole big bunch of attitude, a line up across the street and a store full of cookie dough.

Is there a website? He doesn’t know. I remind him that it’s publicity that got him the lineup across the street and that my writing about is more publicity so he reluctantly goes in and comes back with a brown napkin, uses my pen and writes down the word DO.

Still wondering WHY they have their potential customers line up across the street.
Not disturbing the other shops?

Maybe that’s the reason.

Or maybe they’re just BRILLIANT marketers.

Maybe they know that lineups sell stuff.

That’s why people sometimes hire people to stand in lineups at movie premieres (a client once confided in me that he did that at a film festival to attract attention).

Is this DO stuff amazing? Is it delicious? Inquiring minds want to know…

So my enterprising daughter, Paloma, another marketing enthusiast like me, offered a few recent customers a dollar for a dime sized dollop of DO. They refuse payment and offer us a taste which we share. Paloma didn’t agree with me but I thought it was cra…(rhymes with scrap).

Didn’t verify with the shop, but one woman told me she paid almost $10 bucks for the 3 scoops of DO (remember this is cookie dough).

Apparently, I’m not the only one that thought the confection was overrated hype in a bowl, ’cause as we left we saw a NYC garbage can adorned with what can only be described as Protest DO.

If they really just wanted to flush throw it out, they would have landed it inside, instead of on TOP of the garbage container. A warning to others passing by to save their dough?

Actually on second look, it’s a Recycling container?

Were they leaving some for others to try? Maybe so they didn’t have to line up across the street to spend 10 bucks on curiosity?

For me and my daughter, there were valuable lessons that we’ll be sharing with our peeps for years, about price elasticity, about publicity, about hype, about scarcity, about social proof (lineups) and so much more.

If you think you can’t do this with whatever you’re selling, you may want to reconsider. Yes, it takes chutzpah. Oren Klaff (Pitch Anything) style chutzpah. $200 for a Disney blow up beach ball style chutzpah (Dan Kennedy tells a great story about that). How can you apply the DO techniques to YOUR business?

Thanks to our photographer, aka guy passing by with phone, Dan P. for the brilliant shot. 🙂

What are the most interesting ways you’ve seen content presented?

Just saw James Altucher’s List of Books Every Intern Should Read and thought the way he presented it was cool.

What other cool ways have you seen content presented?

Post link below.

Author, Step Into The Spotlight!

Another Step Into The Spotlight! Book Review–Bill Morgenstein’s The Crazy Life of a Kid from Brooklyn

You know that song, Dueling Banjos?
So, in my case, it was Dueling Books.

Just got off an international flight with the book I started before boarding the plane and this book from the top of the heap of mail that accumulated during my 3 weeks away. Read a chapter of one, then a chapter of The Crazy Life of a Kid from Brooklyn, another chapter of the first one, another chapter of the Crazy Life book until a winner emerged.

At first, I almost didn’t open it ’cause I generally only review business books and this appeared to be more of a memoir or autobiography. And it is that. But lots for those looking for business lessons as well. Lots of lessons about managing people. Like when he purposely left an imperfection for a fastidious boss to find.

Spent the day on the backyard deck in a reclining lawn chair eating fried zucchini, peanut butter and banana and devouring Bill Morgenstein’s book. Hated the references to his early date’s appearance but kept reading anyway ’cause this guy is fascinating. A mischievous kid to the end, we get to see this guy create trouble, escape trouble, rise in prominence and responsibility and success from escapades in Korea to travels around the world in the shoe business–it’s hard to figure out how the author fit so many adventures into one lifetime and he’s still at it. Don’t pick it up unless you’re prepared to neglect everything else on your schedule ’cause you won’t be able to stop till page 323.

Truly fascinating to get a long peek into the life of an extraordinary ordinary guy.

So, will the Jenner commercial ultimately HELP or HURT Pepsi?

We’ve all seen it. Old news.

Recently, saw an article with headline “Not everyone hated it”. So questions:
1) Did YOU hate it?
2) Will it hurt or help Pepsi. (After all, Oscar Wilde and all that. We’re talking about Pepsi.)

Author, Step Into The Spotlight!

Will THIS Provocative Heineken Commercial SELL Beer?

Will this provocative long form commercial sell beer or just win advertising awards?

6.5 million people have seen it on YouTube alone.
But will it make them reach for a Heineken?

What do you think?

Author, Step Into The Spotlight! : A Guide to Getting Noticed

P.S. Grab my 11 free Spotlight Secrets series re how to stand out in 30 seconds at

Still Don’t Believe That PRICES are ELASTIC?

One of my mentors, Dan Kennedy, talks about the concept of Price Elasticity, saying that at any given time, 20% of the population will pay for a luxury version of something.

Still don’t believe it?

Would you pay $2145 for an IKEA inspired handbag (on the left) like this one?

You can get the real thing (on the right) for 99 cents?

Back in the day, it used to be that cheap brands would knock off expensive brands, sending otherwise honest Moms to scour flea markets for knock offs of Coach purses for their tweens. (Been there, done that.)

Now looks like it’s the reverse–actually also nothing really that new, lots of high fashion knockoffs of what people are wearing “in the street”.

But the real lesson for entrepreneurs is that, as Dan says, “There’s a price for every person and a person for every price.”

Get your stuff out there. Know your audience. And don’t be afraid to experiment with just how elaaaaaaaaaaaaaaastic price can be!

Love to hear your stories of other examples of price elasticity.

Comment here or send them to

Author, Step Into The Spotlight!

P.S. Wanna grab my 11 free Spotlight Secrets series re how you can stand out & get noticed in just 30 seconds? Go to

Would YOU Trust a Girl Scout? Reviewing the Review of the Girl Scout Cookies

So, I was telling one of my favorite clients, (you’re all my favorites! LOL), the lovely Diane Koz, about Mike Rowe’s viral video about a Girl Scout reviewing Girl Scout Cookies as part of her sales pitch and we started laughing about how someone should review the reviewer. And that’s exactly what Diane did. She did her own review of the cookies. Enjoy!

By the way, Diane Koz does reviews of non-girl-scout related stuff as well, so add your suggestions for upcoming reviews in the comments below.

Step into the Spotlight Book

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