- Why sales PREVENTION can be extremely lucrative for you (and how it helped Marie increase her business revenue 725%!)
- The counter intuitive way to create a rapidly growing (and profitable) business you love and that your customers love and trust even more
- Marie shares the exact, word-for-word “Guarantee Copy” you can utilize that dropped her event refund rate from 19% down to 1.5%!
- How to create a bonded community of customers and clients that sell your products and services for you
” It’s funny. Marketing is just a part of life I think, for everybody. Everybody is selling something, usually themselves if nothing else. Very early on a lemonade stand, baseball cards, pencils…I would just sell. I was a salesman and I think you start off as a salesperson and then you grow up the ladder. There’s a big difference between a marketer and a salesperson. A marketer thinks long term. I got involved in my Dad’s family liquor store business when I was fourteen and that’s where I think I really honed my chops in marketing. I definitely learned a lot about wine and wanted to be a salesperson. Then I started launching websites, winelibrary.com in 1997, and built a sixty-million dollar business, mainly through marketing.
Unfortunately, I have seen people use marketing in the wrong way and that creates a scenario where the brand of marketing has been hurt. I’m very focused on social. I am dramatically more Mother Theresa than I ever thought I could be, but it’s not because I’m a great guy, it’s just because the world is dramatically more transparent. Internet marketing has some real negative players in there and I think those people are going to be weeded out because word of mouth, now, has so much more power that it’s hard to get away with doing the wrong thing.
I talk a lot about social equity in my book, ‘The Thank You Economy’ I really think that corporate America has is wrong. They think push market with billboards and radio and television with no emotional attachment. I think small entrepreneurs have it wrong because they think it should be all SEO or building lists. I think the only thing that’s going to break through, in this new world, is really intent and caring and one-on-one marketing. I still like putting lists together and offerings and having my other 250 days to myself. I just think it’s going to get more and more difficult. I just think it’s the reality of the marketplace that the social revolution is changing the landscape and really there’s no other choice. It’s like what happened to people in print when the internet came along. They didn’t want to believe it, and they got wiped out.“
An interview with David Ogilvy – The view from Touffou.
Professional marketing is not about hawking a bunch of stuff people don’t need, it’s about understanding the needs of a large group of other people, and then creating a product or service that meets those needs very, very well.
Once someone learns how marketing works and the power of it, if they’re not kind of ethically developed and if they haven’t considered ethical implications in life, and so forth, they’re likely to go out and just use it to sell a lot of stuff. A lot of marketing crosses over that line. A lot of people have seen that kind of marketing, or they’ve fallen prey to it, and then they just hate all marketing. It becomes generalized.
Another reason marketing gets a bad rap, is because people don’t like people who are direct and that ask people to take action. They just don’t like the emotional pressure, so they demonize marketers. In other words, a lot of it is legitimate. A lot of it, we’ve kind of done to ourselves, as marketers. We’ve overused certain techniques.
One more thing, just to add to this topic, when I teach marketing I teach that every marketing project is, essentially, an ethical dilemma in and of itself. You can go too far with your marketing, anywhere, but after understanding the needs of a group of people, and creating a product or service that meets those needs; then learning how to communicate in a way that gets the prospective customer to pay attention, to make a decision, to take action, and to buy… it stops becoming this unethical manipulation game, and it starts becoming, almost what we might call, a hyper-conscious, hyper-ethical game.
Clotaire Rapaille discuss how culture affects a customers response to an offer.
The internet has done a number of good things and it has done a number of bad things, like just about every innovation prior to it. Every coin has a head and a tail, right? Everything has its plusses and minuses. With the internet, the biggest plus, probably, is it has virtually erased all barriers to entry, made testing cheap, easy, and quick, and made startup launches faster. On the flip side, the biggest minus is, it has virtually erased all barriers to entry. It has erroneously democratized the marketplace with very confused consumers and moral equivalency among very unequivalent competitors.
On the plus side, it provides, essentially, unlimited real estate without cost. This is an asset a lot of people aren’t using, because they’re buying into this “have to be brief” idea. If you and I wanted to mail a 36-page sales letter, that would cost more than an 8-page sales letter. If we want to put 36 pages of stuff up on the internet, it doesn’t cost us any more to do that than it does to put up 6 pages. So, it provides unlimited real estate, which if used wisely, is an enormous asset.
The third big plus is, that it allows instant and frequent communication. We can be timely. The Collier copywriting principle of entering the conversation that’s already occurring in the customers mind, we can do that, literally. We can do that on a day-by-day or hour-by-hour basis. Most other media doesn’t really give us a practical way to do that. In sequential marketing, 16-step or 48-step campaigns, obviously, you can put in more steps affordably, because of the way you can communicate online.
On the minus side of the internet a lot of old advantages, for most purposes, like traditional credibility or leadership positions, now are severely compromised in the online environment. The consumer really can’t differentiate between your company that’s Grand-dad founded and is 83 years old, and somebody who copycatted you. In the content world, the pimple-faced doofus who lives in his mother’s basement is now equivalent to the New York Times. Free content is equivalent to paid content. So all of that has made both the intellectual property marketer’s, and the marketer’s jobs in general, harder. It allows parasitical feed on market makers.
All of this is a muddy mess. When you leave customers or prospects online, you’re very susceptible to it. In the financial advisor community, where I’m doing a lot of work, they call it the Google slap. They generate a prospect, nurture a prospect, educate a prospect, move a prospect along…but if they’ve left him online and they’re communicating a lot with him online, right in front of this prospect is the enormous temptation and ease of tying in the word “variable annuities” and seeing what else comes up. Now, he’s in a world of comparing rates and yields, but really he can’t compare quality, and you’ve lost control of this guy.
In many businesses, that’s a real problem. It requires us to get that customer, even if we generated him online as a lead, or we took him through an online media, we’ve got to get off of there and get him back to selling in a vacuum. Lead-generate online, but then take them off or take them back online after you have developed a customer relationship with them, in order to do backend business. No big, successful, direct marketing company, even those we think of as e-commerce companies-and no client I’m working with-generate a lead, make a sale, do the delivery-in other words, do everything within the cyber walls of cyberspace.
Nothing has made me more money in my life than the existence of the internet, directly and indirectly, in terms of working with clients. But, having said that, hardly any of that money has been made solely and exclusively by use of the internet without comprehensive support of other media, marketing processes and sales processes. Internet marketing is the use of a media. Media is only one-third of the puzzle. But for marketing, whether good or bad, the internet has provided a fascination, fast, very agile collection, really… portfolio of media; social media, websites, online videos, and YouTube.
For the full episode, check out The one with Dan Kennedy.