Sunday, May 26, 2013

Advice from a Marketing Genius [feedly]

Advice from a Marketing Genius

    "Know how to sell your wares. It is not enough that they have intrinsic merit, for everyone does not bite the substance nor look within."

    This was the first time I can recall consciously thinking about the reality that it's not enough just to have a good product. When people buy through direct mail, infomercials, or the Internet, no one "bites the substance or looks within."

    In other words, it's not the product that sells the prospect; it's what you tell him about the product that motivates him to buy. This was an important first step in shedding my naive belief that if my book was as good as I thought it was, everyone would rush out to buy it. 
    "Most go where there is a crowd, and go because they see that others go."

    Baltasar Gracian's words gave me the idea for the ad campaign I implemented to market my first book. I put a lot of thought into molding a perception that the book had created a worldwide frenzy.

    My objective was to make the reader of the ad feel that he was missing out on something big, something that everyone else seemed to know all about. The strategy worked better than I ever could have imagined.

    The common term for this phenomenon is "madness of the crowd." It's the same phenomenon that has fueled stock-market bubbles throughout history. 
    "Also, to offer a thing only to connoisseurs is a means to universal interest, because people either believe themselves to be such, or, if not, they find the lack incites desire."

    Subtle or not so subtle, it's always a good idea to let prospects know that your product is only for individuals who are special. The vast majority of people who read your ad see themselves as a cut above the rest of the population.

    But, as Baltasar Gracian pointed out, those who feel inferior might still buy because they desire to raise themselves to a new level. Everyone wants to be considered special.

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