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...

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, Egyptian Magic, 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.

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