“Qu’est-ce que c’est?” (Talking Heads,”Psycho Killer”, ca. 1979)
Quick lesson today, which should help you understand one of the fundamental truths of kick-ass marketing.
That truth: There is almost always a way to fix or solve a marketing problem.
Actually, that truth is also functional in every-day life…
… but that’s a much longer lesson.
Here’s the quickie version, for marketers: I was just delivering this story in one of the Simple Writing System classrooms, and thought I’d share with you here, too.
As any decent marketer knows, the Prime Directive of a sales process is to discover your best possible prospect… and “reach” him with your sales message.
Seems simple enough. Sometimes, it is. If you’re selling hamburgers near a starving crowd, you’re set. Just open your doors and tell folks to line up.
For a while (back in the Good Old Days of Internet marketing), all you had to do was:
Step One: Be the first into a hot niche…Continue reading
“Here come Johnny Yen again…” (Iggy Pop, “Lust For Life”)
Oh, my God!
They killed the sales letter again!
Will this horror never stop?
Actually, you can relax. Just like Kenny in South Park, the traditional sales letter is on some kind of perverse “Permanent Hit List”…
… where every marketer trying to claim he just invented a new fad stands astride the image of a quaking letter…
… and slays it.
Huzzah! Death to you, vile long-copy sales letter! Take that… and that…
… and that.
This latest round is clever as hell, too. The new trend is putting your sales letter in a video, and reading along with it.
The irony: The dude selling you the “Magic Box” product that kills the sales letter forever…
… uses a sales letter to do the killing.
Hey — don’t get me wrong. I love video. Been using it in marketing since… well, since it was actual videotape on reels. (Yeah, shocking, I know. We were so backward in the last century.)
In fact, the “Magic Box” product I’m talking about is, I’m guessing, an excellent solution for many marketers who can’t figure out how to make a video sales letter work.
And all’s fair in love, war and advertising. So all the dudes out there telling you the sales letter is dead, and you can sell without selling, and the Web has changed everything…Continue reading