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August 2012

The Best Jelly Donuts: Bold Pitches Are OK if You Can Back Them Up

  On Long Beach Island, NJ, there is an italian bakery, Ferrara’s Italian Bakery, that has a sign outside their shop claiming that they have the “Best Jelly Donuts On The Planet.”  This summer, every time I passed the shop, I was struck by this sign.  That is a really bold statement.  When you make a bold claim like that, I am compelled to find out.  I can’t let a statement like that go unchallenged.  Already, their marketing/sales campaign is working because… well…  if you make a comment like the best on the planet then I am compelled to come in and at least purchase a donut.

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