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Episode #275

Four Horsemen & The Four Part Plan That Leads To Success | Richard Viguerie

In this Episode, you’ll discover The Four Horsemen & The Four Part Plan That Leads To Success with Richard Viguerie.  Richard Viguerie is a Genius Network and Strategic Coach Alumni. With over 50 years of experience, he is a pioneer of political direct mail and writer on politics. He is the current chairman of ConservativeHQ.com. You’ll also learn the importance of unique ability, the “four horsemen” of marketing, and the nine critical ways to market successfully through snail mail.

Here’s a glance at what you’ll learn in this interview:

  • Why Richard spends as much as 14 hours 5 days a week involved in marketing (and loves every minute of it)
  • Richard reveals how to gain a top level education in marketing
  • Viguerie’s Four Horsemen Of Marketing: If you get these four things right then life and business become easy. Get them wrong, and you’ll be travelling uphill unsuccessfully with the wind against your face.
  • Richard shares the #1 secret to marketing on the internet
  • The four word secret to success that Newt Gingrich wrote on a whiteboard when he was a young congressman
  • 9 critical elements to successful marketing through mail (If you get all 9 of these elements right, you’re guaranteed success)

  • Richard’s introduction [01:24]
  • Richard spends 12 to 14 hours per day, 5½ days a week involved in marketing [02:38]
  • The concept of “unique ability” it’s more integral to success than people could possibly imagine [03:02]
  • Working in 1961 in New York City as an Executive Director [03:11]
    • “I’m not going anywhere with this” …sometimes you need to call it like it is [03:31]
    • Richard undertook a major study of marketing [03:55]
    • Even today, with a lifetime of experience under his belt, Richard spends 2 to 3 hours per day studying marketing [04:00]
  • Richard focuses on 20 marketing books written by the giants [04:28]
  • “No one should be allowed to have anything to do with advertising until they’ve read Claude Hopkins seven times!” – David Ogilvy [4:44]
  • Viguerie’s Four Horsemen of Marketing [05:17]
    • Position – nothing more than a big hole in the market place [05:44]
    • Differentiation – to differentiate yourself from the competition [05:55]
    • Benefit – the obvious…you need to convey what you get by doing, buying, etc. “x” [06:02]
    • Brand – Combine the previous 3 horsemen in a unique way to make your brand, a singular commodity [06:07]
  • How did Fox Television incorporate the 4 horsemen [06:23]
  • How did Barack Obama’s campaign team use the 4 horsemen in the 2008 Elections [07:29]
  • The written plan [08:12]
  • Vision, Goal, Strategy and Tactics [08:49]
  • The #1 benefit of a plan [09:00]
  • 9 Critical Elements to Successful Marketing through Direct Mail [09:27]
    • Technique
    • Interactive
    • Program / Project
    • Credibility
    • Benefit
    • Urgent
    • List
    • Story
    • Scracity
  • Build a brand not with advertising but with buzz [11:14]
  • #1 secret of the internet?–It’s called interactivity [11:43]
  • #1 reason why you have your “share” in the market?–You can thank your customers for that [12:02]
  • Don’t read, MEMORIZE[12:38]
  • And more…

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