What cannot be commoditized for gift purchase these days?

Yes, plastic surgery via gift card. Need a new nose, mum? Here’s the card you’ll want for Christmas…

I noticed this PR Web press release tonight when surfing online — Rodeo Drive Plastic Surgery in Beverly Hills (the only plastic surgery center on world-famous Rodeo Drive) has unveiled its plastic surgery gift card.

If you read the article you’ll see some excellent writing and persuasion skills in action. Try this sentence:

“While the center has a discreet back entrance for Hollywood celebrities, it also provides procedures to people who never graced a magazine cover.”

Notice Cialdini’s social proof principle in action? Yes, this is the place Hollywood celebrities go to … how’s that for a powerful association. There are plenty of other sentences that also draw on the fact that plastic surgery is mainstream, luxurious, affordable and convenient.

According to the release, “The electronic gift card works for everything from consultations to nonsurgical rejuvenation with Botox and skin fillers to the center’s signature procedures such as tummy tuck, breast augmentation, and Beverly Hills liposculpture. It even can be used to give mom the renowned Rodeo Drive Mommy Makeover as a Mother’s Day gift. Gift card recipients are examined thoroughly to confirm their suitability for procedures.”

I still don’t think this tops Victoria’s Secret’s US$6.5 million diamond encrusted (800 carats) bra (Hearts on Fire Diamond Fantasty Bra) unvieled last Christmas!

Each week I receive the Springwise newsletter, chock full of “new business ideas for entrepreneurial minds.”

One interesting new business idea in this week’s edition is ultra premium organic fruit and veggie juice, available in Singapore from Wild Bunch and Co.

This pic is from the Springwise article, showing the 100% organic juice in rather appealing, sexy bottles.

According to the article:

For SGD 300 (USD 195 / EUR 145) per month, customers get one 250 ml serving per day, made to order and delivered to their home or office, with bottles picked up for recycling.

Wild Bunch is also actively targeting bars, restaurants, event planners and spas. Restaurants are given suggested food pairings: “Try serving our range of green juices such as Iron Maiden and Cabbage Savage with sushi or better still sashimi.” And spas and resorts can offer their customers a One Day Detox Menu by Wild Bunch, a selection of six juices aimed at flushing out toxins and boosting immunity.

That US$195 cost per month, equates to $6.50 per day on a 30-day month, for one 250ml serving. That makes it $26 per litre — nice juice, and nicer juice profits! Great concept!

Here’s an interesting project I saw tonight on Scriptlance…

Forget “real” comments — you can just pay others to create buzz on your behalf!

Using a false name, email address and URL.

GENUINE testimonials create authenticity. As technology becomes more pervasive (invasive!) the issue of TRUST will be harder and harder to communicate between vendor and client. The above project is exactly the reason why.

You could argue the project’s owner is simply short-cutting his or her way to an end result, as they’ll control the name, email address, URL and comment — all they want is someone to do it for them. But it’s a fine line between that point and just creating comments out of thin air.

So how in future will you convey trust? Visual and audio testimonials will be more important. So will a folder of original letters (not emails) signed and dated. So will the use of full names and locations (”meaningful specifics”), not anonymous initials that look fake. As authenticity gets harder to prove, those that make the effort will be better rewarded.

Do you believe everything you read?

Interesting to see the story revealed this week about Borders bookstores moving a Tintin story from the children’s section to the adults section.

This story was first published in 1931.

So why did it make the news this week, some 76 years later?

This wouldn’t be the week leading up to the release of the final book in the Harry Potter series, would it?

Borders wouldn’t want their name subliminally associated with books in these final few days as media coverage of the Harry Potter book embargo, story, new movie and final book reach fever pitch?

Would they?

Oh yes they would!

Clever Borders. Perfect timing.