Author Archive

Successful Marketing is About Understanding Human Psychology

By Ben Hart

If you’re interested in human psychology and understanding why people do the things they do, you should love direct marketing.

When writing my sales copy I must always put myself in the place of the reader. I like that about marketing. It forces me to go outside myself and to walk in the shoes of others. I must be an amateur psychologist to be a successful direct marketing copywriter.

I must understand what it is that causes people to act. I must be aware of predictable patterns of human behavior.

I must get into the psyche of my readers and give my readers arguments so compelling that they will hit the order button, pull out their credit card—and trust someone with that information who they don’t even know and may have never heard of.

Getting orders from strangers (over the internet, via direct mail, through TV or radio, or any other way) is a tough task. But it’s doable, and doable on a regular basis, if you learn the laws of marketing.

The good news is, these laws of successful marketing are not a mystery. They are not a secret.

Anybody can study these laws of marketing and benefit from them if they just invest a little time and effort. These laws are fixed and constant. They are the same today as they were yesterday. And they will be the same tomorrow. These laws of marketing will never change, because human nature never changes.

Technology changes over time, but basic human nature stays the same. By this I mean that the basic dreams, aspirations, fears, and motivations of human beings will never change. They were the same in the time of Caesar. And they will be the same 100 or 1,000 years from now.

Marketing is science, not guesswork. That’s why we know that a marketing campaign, if put together correctly, absolutely and with 100% certainty will always succeed.

Are Most Successful Entrepreneurs Really “Outside-the-Box” Thinkers?

By Ben Hart

16 Minutes

8 Rules & Truths . . .

That Will Make Your Life Easier and More Profitable:

1) Inventors, pioneers and explorers rarely get rich. Most end up broke — though they can succeed in changing the world.

2) Those who get rich come along later and build on the work of the inventors, pioneers and explorers.

3) Those who get rich are those who know how to build a business. They are systematizers — not original thinkers, not visionaries.

4) The easiest way to business and marketing success is not to try to sell something new – but to sell a product (or category of product) that has a track-record of success – one that’s in high demand. The rule is: “If it’s selling, you can be sure it will keep on selling, at least for the foreseeable future.”

5) To be successful in business, you must sell things that are “pre-sold” in people minds. That is, people must already want what you are selling before you arrive with your offer.

6) When you are explaining, you are losing.

7) One of the easiest categories of product to sell is “How To” information. For proof of this, walk into a bookstore and look at how many “For Dummies” books are on the shelves. If you know how to do something, you now have a product to sell.

8) “How To” information (in the form of books, seminars, webinars, teleseminars, white papers and special reports) can either be the primary product you are selling . . . or can provide powerful marketing support for the main product or service you are selling.

The Power of the Video Sales Letter

By Ben Hart

Ben Hart explains the power of the video sales letter on video while driving to Key West.

You Will Never Stand Alone If You Stand for Something

By Ben Hart

When I was an undergraduate at Dartmouth College, I was one of the very few conservatives on campus.
I knew of maybe five or six other students who were also conservatives. We got together and started a renegade conservative student newspaper called the Dartmouth Review. Many of the articles were humor and satire, with a right-wing edge. Part of the role of the paper was to explode the notion that conservatives were humorless, stodgy fuddy-duddies who did not like sex. The paper was often accused of being sophomoric, which did not hurt our feelings much because many of us were sophomores.

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Take This Test to See if You Are Doing What You Should be Doing

By Ben Hart

One reason you might not be reaching your full potential in business and in life is that you are a fish out of water.

A fish is not going to be good at things tigers are good at. And tigers are not good at things fish are good at.

So one of the biggest reasons for lack of success is people have been shoe-horned into the wrong jobs and the wrong roles. Or they have shoe-horned themselves into the wrong role.

A fish is great at swimming. Not so good at running through the jungle.

I want to tell you about a great test that everyone should take that will help you maximize your potential in life and make you a whole lot happier.

It’s called the Kolbe Conative Test.

Not cognitive – conative.

Don’t worry. I had never heard of the word either. The word is not important.

You can take the test at www.Kolbe.com

It costs about $50 to take the test, but it’s well worth it.

And I don’t make a penny by recommending it. I’m just a big believer in this test and its underlying philosophy.

But finish this article first before you head on over there.

The Kolbe test is not a personality test.

This test is designed to uncover what your instincts are, what your internal mode of operation is.

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17 Website Design Mistakes That Will Kill Your Sales

By Ben Hart

I have assembled here a checklist of 17 mistakes to avoid when designing your website if your primary goal is to make money with your website.

Mistake #1 – Opening your website with a Flash page

Opening a website with Flash (a mini-movie) can be very cool looking. Website designers and graphic artists love them because they are so pretty and showcases their technical skill. But Internet surfers can’t stand them because they are searching for information.

A Flash page (which often takes a long time to load) stands between the surfer and the key information she’s looking for — also between your reader and your sales pitch.

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The Easiest Way to Succeed in Business: Narrow is the Gate to Paradise

By Ben Hart

The easiest way to make money is to have no competitor.

That’s so obvious it’s hardly worth stating.

The easiest way to improve your chances of having no competitor, or very few competitors, is to identify a small market niche that you can dominate. It’s better to be a big fish in a small pond than a small, struggling fish in a big pond. In the big pond, you will likely be eaten alive very quickly.

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Your Three-Part Bullet-Proof Formula for Marketing and Business Success

By Ben Hart

I’ve boiled down the formula for success in marketing and business to three keys that must be in place. If any of these elements is missing, you probably won’t succeed. On the other hand, if you have all three, your success is nearly assured.

Here they are:

1) You must have an easy way to find those who want what you are selling.

When I was a young wet-behind the ears direct marketer, and a client would ask me if he thought I could sell his product or service using direct mail, I would always say: “I don’t know. Let’s test it and see if people want it.”

That’s the textbook answer all direct marketers give: “Let’s test it and see.”

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Marketing Guru Joe Polish on How to Automate Your Marketing

Just hit the audio play button for 90 minutes of solid gold money-making info . . .

Here’s Joe with Virgin Group Founder and CEO Richard Branson . . .

How to Create or Get a Product that is 100% Certain to Sell Like Hotcakes

By Ben Hart