Tag: sales
Michel Fortin Interview Part 2 of 5
Michel Fortin: People have egos and it’s normal and it’s natural and we all have things that are near and dear to every single person. People will fight for what their egos tell them that they need to fight for.
I’m a very humble person. I always like to take the low road. I do like the approval. I do like the limelight. But, if I feel that somebody else can take it for me, if I feel that if there is something that I can do, that it takes away from me, but it makes somebody else’s life better, I will do that. That’s a really hard lesson to learn in humility.
Scientific Advertising
Scientific Advertising by Claude C. Hopkins is a timeless classic written many years ago but a book whose powerful principles still ring true to this day.
It contains 21 chapters of timeless strategies you don't want to ignore in your advertising and marketing efforts.
In fact, David Ogilvy once said: "Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times."
I highly recommend that your read this book, which is brought to you free, before you spend any money on other copywriting books.
Introduction
"Success in marketing is simple … Find the right message, use the right media, and deliver it to the right market." — Creator of "Magnetic Marketing," Dan Kennedy, who’se my mentor and the inspiration behind this book.
Welcome to "The 10 Commandments of Power Positioning!" The following book is packed full of powerful marketing secrets that will help you and your business enhance its image and increase its business… Effortlessly!
Top-of-Mind Awareness
Before we begin, you must understand the concept that underlies this book. In today's society, I believe we have experienced two major shifts that have almost completely revolutionized the entire business landscape.
The first and most important one is competition.
Thou Shall Appoint Thyself
A recently understood segment of marketing is the immense power behind the product category. Often, many businesses build their entire marketing strategy around a particular brand and its better qualities within a currently known product category, only to have it all go down the drain in the end.
Remember the “New Coke”? In the 80’s, Pepsi conducted taste tests called “The Pepsi Challenge.” Coke, on the sidelines, also heard from their own research that a newer, better tasting brand would beat Pepsi.
Thou Shall Divide and Conquer
Core expansion is far different than extension. Extension is often referred to as franchising, licensing, line extension, or branching out — also known as conglomerating. In this context, I am referring to expansion by division.
If you’re a specialist in your field — which I hope you are after reading this book — and you offer only one type of service, you can expand from within by dividing your core (your product or service) into multiple, smaller components.
Thou Shall Seek Out and Spread Out
I know that the yellow pages’ people will hate me for this, but your yellow pages’ ad, although an essential part of your entire marketing machine, doesn’t have to be of a large size, in color, prominently displayed, or tied-in with other gimmicks that the yellow pages salespeople have to offer. While necessary, the yellow pages should only be used as support systems.
The concept of this entire book is to teach you that creating top-of-mind awareness (not “institutional” advertising) should be your main marketing goal. When people have seen your ad, heard about you, or have a need for your services at any particular time, your contact information may or may not be available to them at that particular moment. Therefore, you want the yellow pages to back you up and not use them as a full-blown marketing medium.
