Archive for the ‘Marketing Principles’ Category

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.

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

How to Make $10,000 Per Hour

By Ben Hart

You Can Often Charge Five or Even Ten Times More for the Exact Same Product Just By Repackaging It

By Ben Hart

What I Learned About Marketing from the Grateful Dead

By Ben Hart

The relationship between the band and the Dead Heads must be nurtured because they are us and we are them.”

Phil Lesh, The Grateful Dead

The Grateful Dead may be the most profitable rock band in history even though it has never had a #1 single or a #1 album. Only two of the band’s song ever cracked the top 40 on the pop charts.

Despite the death of its leader Jerry Garcia in 1995, Grateful Dead Productions continues to generate about $30 million a year in sales and licensing fees. Pretty good for a group that no longer exists.

Jerry Garcia and the Grateful Dead were among the greatest niche marketers in history. They never pursued the top spot on the pop charts—or any ranking on the pop charts. Instead, they dedicated themselves to pursuing a distinct style of music and cultivating a face-to-face relationship with their fans, building a loyal, even fanatical community of hundreds of thousands of Dead Heads by feeding this community exactly what it wanted, never deviating from its brand, for more than 35 years.

The Grateful Dead built its following by playing an average of more than 80 concerts a year for nearly four decades. As the years and decades rolled on, the Grateful Dead’s following never waned, but actually strengthened. In the early 1990s, until Garcia’s death in 1995, the Grateful Dead were probably the only band that could sell out major professional football stadiums on consecutive nights with no mass-market advertising.

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