Street Market Classic

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Street Market Classic

Everyone has an opinion about marketing. Unfortunately, rarely is that opinion based on fact or real-world experience backed by actual results. Instead it is almost always based on personal preference for color or style. Many opinions are also based on myths that have been handed down for decades and repeated so many times that they are now WRONGLY considered to be FACT by 99% of the world.

Most importantly, since the people judging your marketing are rarely the same people you are actually trying to attract, their opinion on your marketing is basically worthless! Worthless because their opinion is based not on marketing science but on their own social, economic, and psychological preferences — rarely those of the people you are trying to attract!

Make no mistake about it, 99% of the time people judge your work based on what they like or think they know about marketing, not on what will actually work!

The key to great marketing is not to design marketing that people like. It is to design marketing that motivates targeted prospects to action. Whoever your target market is, it is a very tiny percentage of the entire population. They are a certain age, have certain hobbies, wants, needs, and passions. If the people who make marketing decisions are not part of that particular lifestyle, it's very unlikely that their opinions will be accurate.

For example, in the golf resort business, if the marketing directors are not avid golfers they cannot possibly understand the emotional connection that a good ad will have with an avid golfer. Just as I can't possibly understand why my wife enjoys mucking out horse stables and riding the beasts. (Never take up a hobby in which the main party eats while you sleep!) Nor, unless they have exceptional marketing experience, are they qualified to provide any useful input on the ads in question. But they will anyway!

A great deal of the best marketing we have ever produced has never seen the light of day because it does not meet the criteria of the person paying the bills — or, worse still, the assistant he has entrusted with his judgment on marketing matters!

Before you hire anyone to design a marketing campaign, educate yourself. Read a good book. You can read mine, but feel free to cross reference with others. Discover the real principles of marketing from a true leader in the field, not from someone who happens to run a small design company down the street or works for a big agency with marble floors who has NEVER spent a dime of his own money on marketing!

Read Ogilvy on Advertising. He built the biggest ad agency in the world from scratch. In his book's pages you will discover many things you never knew, like why long copy ALWAYS sells better than short copy. Or get the classic book Scientific Advertising by Claude Hopkins, Marketing Your Services: For People Who Hate to Sell by Rick Crandall, or just about anything by Dan Kennedy or Jay Abraham! Or Cunningly Clever Marketing by Andrew wood. In books like these you will discover that the real secrets of marketing are not what most people think they are; in fact, very often they are the opposite!

Design your marketing to create response, NOT to please your ego, your owner, your staff, your customers, your family, friends, or spouse!

You'll find it far more profitable!

About the Author:

Andrew Wood is the world's leading expert on golf related marketing. He is the author of over 20 books including Cunningly Clever Marketing, The Golf Marketing Bible, How to Market Your Club on the Internet and The Membership Sales Success System. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant. He is also the CEO and Owner of multiple golf marketing companies including Legendary Marketing and Legendary Golf Management Company.

Article Source: ArticlesBase.com - Why Personal Prejudice Destroys Most Brilliant Marketing Campaigns Before They Even Start!

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