Could you become rich selling rocks? Gary Dah did. He was one of the greatest marketers of the
20th century. In 1975, he launched what should have been a worthless product-pet rocks. These
pet rocks became a fad phenomenon, turning Dahl into a millionaire. How? He relied on his
copywriting skills to turn the rocks into gag gifts. They were packaged with a manual explaining
how to care for the rocks and a pile a soft shavings, as if the rocks might leave waste behind.
Through his marketing efforts he was able to turn a worthless pile of rocks into a lifechanging
amount of money. While advertising and copywriting have become more sophisticated over the
years, Dahl's achievement remains impressive.
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