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Suspense Marketing

Thursday, 25 October, 2012 - 8:52 am

Once again Apple™ had a launch event of the iPad mini. While many "tech bloggers" knew what the product would be, Apple used (or at least tried) the concept of suspense to get people to want the new product, as they have done in the past. 

Regardless of your interest in technology products, or in Apple, many people say that to make something more precious in someone’s eyes let them know "something" is going to happen but not "what".

 We see that this is not a new concept. This week’s Torah portion begins with the verse "And the Lord said to Abram, "Go forth from your land ... to the land that I will show you.”

The biblical commentator Rashi explains: "He did not reveal the land to him immediately, in order to make it dear in his eyes and to give him reward for every command.”

 Everything in the Torah is a lesson for us. G-d told Abram "go out" (see last years article about this) and it will help you get in in touch with your spiritual side and your G-dly side. However, be aware that while you know that G-d will always lead you in the right direction and that there may be some suspense. However,  in the end it will be good, it may not be the land that YOU want. It will be the path that G-d will show you.

Good Shabbos and I hope to see you at services.

Rabbi Kushi Schusterman 

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