Greeting Cards… Now Unavailable At gapingvoid!

I love this. A gapingvoid greeting card, newly printed, the finest inks on on the finest card stock yada, yada, yada.

No, we’re not selling them anytime soon. We sent them out to everybody who ordered one of our “Love Prints” in time for Valentine’s Day etc etc.

How do you make something ubiquitous seem valuable to people? A nice greeting card, for example? Something that you normally can find in any shopping mall for the price of a cup of coffee?

By making it scarce. Exactly. Special. Exactly. By making it NOT available in any shopping mall, by making it NOT for sale, at any price (within reason). Exactly.

Early on, Jason (my business partner these last eight years) and I figured out that gapingvoid would probably NEVER BE big and mainstream, a-la Dilbert or Doonesbury.

So there was NO POINT doing the same marketing as Dilbert or Doonesbury. Or anybody else, for that matter.

Like ol’ Steve said, think different.

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Testimonials

Hugh MacLeod is a genius.  Genius.

Seth Godin
Best Selling Author

His work acknowledges the absurdity of workaday life, while also encouraging employees to respond with passion, creativity, and non-conformity...   MacLeod’s work is undeniably an improvement over the office schlock of yore. At its best, it’s more honest, and more cognizant of the entrepreneurial psyche, while still retaining some idealism.

The New Republic
Lydia Depillis

Last year my State of the College address was 76 slides loaded with data. This year it was 14 cartoons that were substantially more memorable.

Len Schlesinger
Former President, Babson College

"There are only two daily newsletters that I look forward to opening and reading every time they show up to my inbox: Seth Godin's and gapingvoid."

Tony Hsieh
CEO, Zappos

In moments of indecision I glance at the wall [to Hugh's work] for guidance.

Brian Clark
@copyblogger
 
  • Seth Godin
  • The New Republic
  • Len Schlesinger
  • Tony Hsieh
  • Brian Clark
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