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Episode #318

6 Eternal Truths From 6 Dead Mad Men with Brian Kurtz

Episode Summary 

Who else wants 6 eternal truths from 6 of the greatest advertising legends that ever lived?  Brian Kurtz delivers these, and more, in this quick episode of I Love Marketing.

Brian Kurtz has been a serial direct marketer for over 35 years and never met a medium he didn’t like…and while he’s had much success, he also must admit that trying to sell subscriptions and books on the back of ATM receipts and under yogurt lids was only “a good idea at the time…

Here’s a glance at what you’ll learn from Brian in this episode:

  • 6 eternal truths from 6 of the greatest advertising legends that ever lived
  • The biggest reason for unsuccessful advertising that destroys sales and what to do instead
  • How to understand your customer even better than they understand themselves
  • One advertising advantage that trumps everything else (HINT: It has nothing to do with your creative or copy)
  • A profitable (often overlooked) lesson that can make all you advertising more successful

Show Notes

  • We can not go after thousands of men until we learn how to win one.
  • The consumer isn’t a moron, she is your wife.
  • It’s important to understand your customer deeply, not just on the surface.
  • There is nothing you can say about a fifty cent cigar, that you can’t say about a five cent one.
  • When you confuse confidence with arrogance as a copywriter, you’re finished.
  • You have to sell the transformation, not the features.
  • Being eclectic is what makes you a great copywriter.
  • If you have a passion for what you do, you should use nearly any means necessary to get it into the hands of your customer.
  • The most important thing is a hungry market, not a brilliant burger.
  • All six mad men wrote copy, but they all knew it was about the market and the list.
  • Facebook didn’t invent marketing.
  • Adapt your techniques to an idea, not an idea to your techniques.
  • Advertising opportunities are now infinite, don’t limit yourself to one platform.
  • Learn the rules like a pro, so you can break them like an artist.

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