The most disastrous mistake Iíve
made in 26 years in business was hiring the wrong marketing
I paid more to graphic artists,
radio and television stations, billboard companies, newspapers,
list brokers, media buyers, printers, websites, and ad agencies
than I paid for my house, and got little in return.
Itís not that all these people
were being deceptive. Itís that most of them didnít know what
they didnít know. I didnít even know.
I wrongly assumed that just
because somebody worked in marketing, they understood marketing.
This is as logical as paying a receptionist to give you a root
canal just because sheís worked for endodontists for 20 years.
So I set out to learn enough about
marketing to be able to tell if someone is actually qualified. I
read countless books, attended seminars that cost up to $10,000,
and listened to one CD program seven times until I could
I learned that what I had been
paying for was mostly people who knew the medium (methods for
delivering the message), but were not trained on how to craft
What I needed was a copywriter.
These are wordsmiths that are highly trained on how to say
things in a way that gets people to respond.
They're not the right brained
artistic types. The best are left brained and obsessively
methodical. For example, Google AdWords expert Perry Marshall
(who is a former engineer) tells the story of a headline that
How to Get a Book Published Fast!
By adding one punctuation mark, he
increased the click through rate by 8% (which is huge). The way
to scientifically test advertising is to use an ďA-B splitĒ,
where two ads are run simultaneously and the results are
carefully measured. This principle is so powerful that it made
Google the second most valuable company in the world.
No matter what kind of business
youíre in, marketing has to be measured in numbers. Just because
an ad is memorable doesnít mean it works.
One famous example is the Taco
Bell talking Chihuahua. It was so popular that ďDrop the chalupa!"
became a part of pop culture. But it is reported that Taco Bell
suffered the largest sales drop in its history while this ad was
Another example is the pink fuzzy
bunny that marches around beating a drum. One survey found that
half of the respondents called it the Ever Ready Bunny, not the
If youíre thinking about hiring a
so called marketing expert, here are a few questions to ask to
see if they really know marketing, or just happen to work in the
1. Whatís the most powerful tool
in marketing and why?
2. Which is better, a complied or
a response list?
3. What is Flagging?
4. What's the most read part of
Today I spend over $400,000
a year on marketing to fill the seats in my seminars, and
still hire outside people. (Just as a lawyer who has himself as
a client is a fool, so is a marketer. You are not your
But now, I make darn sure the
people I use REALLY know what theyíre doing.
To Your Success,
The 8% increase came when the Google AdWords ad was changed to
How to Get a Book Published, Fast!
P.P.S. The most powerful tool in marketing is
testimonials because people believe what others say about your
product more than what you say about it. This is why Amazon uses
customer ratings to sell everything.
P.P.P.S. A response list will usually out pull a compiled
list by about 10 to 1.
P.P.P.P.S. Flagging is identifying who the target
audience is, at the beginning of the ad. Example: "Arthritis
would you like to eliminate the pain..."
P.P.P.P.P.S. If you're reading this, you already know
what the most read part of any letter is - the P.S.
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