Of Marketing and Emasculated Goats

Not many people who stumble upon a historical vignette about a medical quack and a bunch of goats would emerge from the experience with useful insights about marketing. But then, not too many marketing writers are Steve Cuno. Last count, we found only one. Equally at home with branding and direct response, Steve has drawn marketing lessons from birds in hats, a woman who wore an ape costume on a basketball court, a marriage proposal on the Serengeti, a little boy who washed out his own mouth with soap, and people who hide in public restrooms. No wonder that, from the moment his first nationally published article on marketing appeared in 2004, magazine editors began showing up at his door, hounding him for more. Here are the best of Steve's advertising and marketing insights, edited and updated for this volume. It is a collection like no other. The originals appeared in print and online periodicals including Deliver, Skeptical Inquirer, Digital IQ, Adnews, MarketingProfs, BookBusiness, and others. Steve's marketing career spans 40 years. He opened the RESPONSE Agency in 1994.