sly : marketing

The Cockroach

I want to take a picture, but unfortunately I didn’t bring a camera to the bathroom.

I’m at Magic Castle on the island of Rhodes. I’m in the bathroom, minding my own business, enjoying the peace and quiet atmosphere.

I didn’t think much about it when I saw the little creature crawl across the floor, just a few feet from where I’m standing.

It’s a big beautiful cockroach.

He doesn’t seem to mind that I’m here, it doesn’t look that he’s even noticing me.

The people I’ve talked to, they all find cockroaches to be awful creatures.

Not me.

That’s probably because I hardly ever see them. I’m surprised every single time.

I’m still looking as he continues to crawl across the room. I’m not sure what he’s up to or if he’s looking for something.


I believe that the reason why it’s important to be creative, is because a lot of people are like me… they love to experience new things and things they hardly ever experience.

(Maybe not when it comes to cockroaches.)

I remember an envelope a few years ago. When I opened it, it felt like a weird insect came flying straight at me. It made an annoying sound, and I was really worried for a few seconds. That’s until I realized that it was all a marketing trick (something came flying at me with an annoying sound).

They certainly got my attention, and I read every word of the letter that was inside the envelope. It worked once. If I’d experienced it again, it would probably just be boring and I would think of it as a copycat.

The cockroach just found a crack in the wall, and it looks like he’s about to crawl inside. Soon this awesome encounter will be ending and it will be years until I experience another one.


Nobody enjoys surprises, unless the surprises are fun and something enjoyable. We don’t want a negative surprise, that’s just terrible.

We don’t want want a surprise visit to the dentist, no matter how interesting our dentist is.

But we love fun and exciting surprises.

No surprise.

I’ve just finished reading the brand new book about Jack Reacher, it’s called 61 hours and it’s written by Lee Child.

I’ve also read the previous 13 books about Jack Reacher. 61 hours wasn’t any different, no real surprises, not much suspense.

But, because I really enjoy reading about Jack Reacher and because I really enjoy the way Lee Child writes, I’ll continue to buy and read every single new book.


The cockroach is all gone and all I can think of is how similar marketing is to my encounter with this interesting creature.

If the marketing is creative and brand new to me, something unexpected, I’ll most likely enjoy it. After I’ve already experienced it, it has to be of higher quality in order to get my attention.

9 responses to “The Cockroach”

  1. Gillian says:

    No.. its feels really funny when you hold it because it slopes off on one side. I changed my mind about it and got the Canon Ixus 801S and I love it. Small, takes great photos, 8 pixels and I don’t find it limiting only having a 3 X zoom. I got the brown colour. A friend’s daughter has one and is very pleased with it. Also the video is an improvement on my old Ixus as you can zoom in and out while videoing and the clarity is good even when enlarged on a 12 inch computer screen. If you have an email address I can send you some examples of photos I have taken in varying light conditions.

    But check the reviews on line for the cameras you are interested in.

  2. Jens says:

    Hi Gillian

    I have actually just bought it 🙂

    It was because I am leaving today for a two week holiday in Greece, and I wanted the camera for this trip.

    I am really satisfied so far, but I haven’t used it for more than 10 pictures.

    I read a few reviews and it seems to be a great camera. I understand that there will always be better ones and cheaper ones, but I think that this will do the job for my family and me 🙂

    Thank you for your opinion.

  3. Karawang Business says:

    interesting article .. I like this article, because it related to my research

    thanks for sharing

  4. I really appreciate your writing and this post was no exception. Keep up the good work!

  5. Thanks a lot. I get inspired by comments like this 🙂

  6. Gilbert Van Norman says:

    Wow, marketing surprise. Great idea. But, your right it might only work once for each person. But, if you can spread out this approach to lets say every 3 years you could use it over and over again. I guess you just need to give people something they don't have each day.

    Your writings great by the way.

  7. my waco dentist says:

    I agree with Clark, who would say that “statistically speaking, flying is still the safest way to travel”, but one only has to examine the record of Oceanic Airlines or, indeed, its sister carrier, Trans-Global, to form the impression that the absolute safest course is to fly with someone else.

  8. Joseph Hipolito says:

    LOL you make me laugh with this sir Jens, and I give two thumbs up for this post.. keep it up..

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