Basic Rules of Marketing
Effective marketing is a vast field. It includes using marketing tools such as direct mail, classified ads, signs, radio and TV, business ventures, and the “Granddaddy of them all” the INTERNET. In fact, the approaches you can take and the methods you use, are only limited by your imagination and resources.
There are however 3 basic rules that do not change. They are as follows:
Rule No. 1 - You must get a prospect's ATTENTION. Your headline is the most important part of your advertisement.
Rule No. 2 - You must arouse the reader's EMOTIONS. Emotions are what move people to buy. You have to stir enough emotions, not only to cause desire, but the rationalization that provides an excuse to buy.
Rule No. 3 - You must move them to ACT. Tell your readers exactly what it is you want them to do, so they can buy your product. Spell it out!
Finally, what you must always be aware of is that logic has little to do with a buyer's decision. That’s because their actions are often caused by instincts that most buyers are unaware of.
Impulse buying is what you’re after and the Internet is perfect for it with real-time transactions and instant downloads. Try to understand how your product might be perceived by focusing on your customer’s feelings. Millions of dollars in failed business ventures are wasted every year simply because entrepreneurs fail to understand that what they want to say is not necessarily what customers want to hear.
In order to avoid making careless mistakes that can cost you money, it is important that you have a marketing plan. Your plan must be based on sound marketing principles and research. Your background doesn't matter, just obtain all the information you can by studying every book, manual, report, newsletter, ad, article, and publication you can get your hands on. Then bring all of that knowledge together for the best results.
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