The Cycle

Word of mouth or egyptian magic?

Maybe a little of each… LordPharaoh ImHotepAmonRa, who changed his name to sound Egyptian, tells The New York Times how he discovered the formula for his “all-purpose” balm, , and the possible reasons for surging publicity and success.

The story goes, according to ImHotepAmonRa, that a man who called himself Dr. Imas was moved by a spirit to give ImHotepAmonRa (at the time, Mr. Howard), then only a passerby, the formula for the “magic” balm.

Stuart Henigson, a spokesman for Egyptian Magic, added that Dr. Imas “was looking for someone who could take it to a larger audience.” He was adamant that Egyptian Magic be rolled out in a particular way. “Word of mouth only, no paid advertising or endorsements,” Mr. Henigson said.

So let’s attribute ImHotepAmonRa’s success to any or all of the following: an unexplainable magic that has forced the balm into the hands of marketers and users; the astonishing growth of the natural product market; a product that really does cure burns, prevent rash, you name it; the consumer thirst for a good story (check out the Website); and/or booming WOM publicity after a Daily Candy editor in Los Angeles heard about Egyptian Magic from a friend of a friend whose doctor recommended it for surgical scars.

You do the math, or the magic. Call me a sucker, but the part about Dr. Imas gave me the chills.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.

Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions