Editorials

Hot Ink and Cold Steel

By Gordon Hopkins

So, let’s talk a little about marketing.How do you choose a spokesperson? If you go to all the trouble of making a nice product, who do you want to sell that product? Ideally, you want someone super famous whose super famous face will draw attention to your product and make people immediately want to buy it. (Whatever it happens to be.)If you can’t afford Keanu Reeves or Miley Cyrus (and, in all probability, you can’t), your next best bet is to get someone who uses a product like yours and, therefore, comes across as an authority (accurately or not).That is why chefs are an ideal choice to hawk pots and pans. That’s why ...

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