Case study: The copper merchant who went viral almost 4000 years after his death

How did he do it? What secrets can we glean from Ea-Nasir?

Have you heard of Ea-Nasir? This Sumerian copper merchant is currently enjoying an internet revival, with people creating hundreds – if not thousands – of memes to celebrate his apparently-shady business practices.

So how did this humble merchant go from the streets of Ur to the big-time on the internet? Are there any marketing lessons we can learn from his ancient wisdom?

Learning 1: A lasting testimonial is key

Ea-Nasir knew that having strong customer testimonials is a key factor in building trust with new prospects. That’s why he asked customers to etch their reviews in clay. Lasts a long time! Especially if you fire the review tablet after receiving it, which Ea-Nasir might well have done.

Where are your customers leaving their reviews? Are they on the internet? Will those sites still be around in 2 years? 5? 10?

Ensure you keep the best customer testimonials somewhere that you can control.

Learning 2: Human stories and emotions invest readers

Ea-Nasir’s popularity in this day and age is largely prompted by the very relatable story told in his surviving reviews. The most popular provides a window into the life of an ordinary person; a life we wouldn’t usually get to see.

Tell Ea-nasir: Nanni sends the following message:

When you came, you said to me as follows : “I will give Gimil-Sin (when he comes) fine quality copper ingots.” You left then but you did not do what you promised me. You put ingots which were not good before my messenger (Sit-Sin) and said: “If you want to take them, take them; if you do not want to take them, go away!”

What do you take me for, that you treat somebody like me with such contempt? I have sent as messengers gentlemen like ourselves to collect the bag with my money (deposited with you) but you have treated me with contempt by sending them back to me empty-handed several times, and that through enemy territory. Is there anyone among the merchants who trade with Telmun who has treated me in this way? You alone treat my messenger with contempt! On account of that one (trifling) mina of silver which I owe(?) you, you feel free to speak in such a way, while I have given to the palace on your behalf 1,080 pounds of copper, and umi-abum has likewise given 1,080 pounds of copper, apart from what we both have had written on a sealed tablet to be kept in the temple of Samas.

How have you treated me for that copper? You have withheld my money bag from me in enemy territory; it is now up to you to restore (my money) to me in full. Take cognizance that (from now on) I will not accept here any copper from you that is not of fine quality. I shall (from now on) select and take the ingots individually in my own yard, and I shall exercise against you my right of rejection because you have treated me with contempt.

Some of your customers have stories that are just as compelling, just because they’re relatable. We often look for the big, fancy stories and case studies to showcase. But if your customer base consists of ordinary Joe types, why don’t your testimonials follow suit?

Learning 3: Even a negative review can have value

Ea-Nasir is famous because of what is, unequivocally, a highly hostile review. However, has this review actually harmed Ea-Nasir in the here and now? Certainly his reputation might not be all he would desire; but people have heard of him. And I don’t doubt that many would go to him for their copper just for the experience, were that possible.

Negative reviews can actually boost your business’s visibility and draw in a cult following. It’s a dangerous game to play, and a lot of businesses don’t make it when playing this way. However, it is a legitimate business tactic – especially if you have the charisma and charm to back it up.

Learning 4: Sometimes you just need to abandon the unhappy customer

Traditional marketing wisdom will often tell you that you need to turn your detractors into promoters. Ea-Nasir, on the other hand, clearly decided to pick customer churn over customer relationships. This seems to have worked well for him.

In some industries, this will be more true than others: Sometimes you need to let unhappy customers go. Customer churn isn’t always a bad thing; only if it’s costing you more than building positive relationships with every single customer.

The moral of Ea-Nasir’s story

Directing how and when you’re remembered for your work is a difficult and chaotic process. You can’t control all the variables; sometimes you’ll have an incredible run of good or bad luck. What you can do, though, is decide what sort of business you want to be, and put all your marketing resources into supporting that image, so that you’re positioned to make use of any luck that comes your way.

Even if it means storing complaint/curse tablets in your house for millennia. Commitment.