‘Bah, Humbug!’ Why Negative Content Turns In Such Positive Results
People love to hate Steven Singer.
That “hate” is so pervasive that the jewelry retailer’s website is: IHateStevenSinger.com. The company is so committed to celebrating the “hate” that it doesn’t even own the domain StevenSinger.com.
What’s behind all that “hate” pervading Philadelphia radio and satellite airwaves? (The company says it’s the longest-running advertiser on The Howard Stern Show.) It’s the story of customer feedback (possibly apocryphal) that launched a marketing campaign that’s lasted for years.
It’s also a story about the power of contrarian thinking – a helpful reminder for content marketers.
@IHSS (I Hate Steven Singer) shows the power of contrarian thinking, a useful #ContentMarketing lesson, says @AnnGynn via @CMIContent. Click To Tweet
Contrarian strategy stands out in a gift-driven market
The website’s History page recounts the origin story: A Steven Singer customer returned 20 years after buying an engagement ring to buy another diamond ring for their anniversary.