How to Use a Subject Matter Expert

The photography world descended on Cologne, Germany last week for the biennial trade fair known as Photokina.  Sony showed off at $2,700 compact camera.  Leica, the Duesenberg of the camera world, showed off their latest and greatest wunderkamera, the M, yours for just a tick under seven grand.  Of course, you cheapskates can make do with the lowly M-E for $5,450.  And Hasselblad, purveyors of Neil Armstrong’s moon camera, previewed their latest bijou, the as-yet-unpriced Lunar.

So what did Adorama, the mighty camera emporium, feature in one of its email newsletters this week?  A oversized frisbee for $17.  And that, friends, is how you use a subject matter expert to enliven your communications.

Don’t get it?  Let’s discuss how this approach works.