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Successful Marketing Strategies- Are You Too Concerned
With Your Image
Hi Steve,
Direct marketing expert Murray Raphel a regular columnist
for years for Direct Marketing Magazine compiled his best
columns into a marvelous little book with a title that is
instructive in itself… “But?” Would Saks Fifth Avenue Do
It”
I suggest that you get the book and I suggest you consider
the implications of its title. Are we too concerned with
image and too bound by convention to command the attention
and the interest of the marketplace?
Saks Fifth Avenue may be able to continue and prosper
almost exclusively because of its image established over
many years but can you? My friend Gary Halbert says that
the first clue to an advertising expert who can’t sell is
a lot of conversation about image. If you need or want a
lot of results from your ad dollars you cannot afford
typical image advertising.
Consider the retail menswear business as an example. Look
in the yellow pages at the retail menswear ads. Get an
Entertainment Magazine like those given away free in
hotels and look at those menswear retail ads.Get your
newspaper and look at those retail menswear ads. What do
you notice? Isn’t it true that most of these ads look
very much alike? They are infected with a ‘me-to-ism”
that is deadly in its dullness.
Most of these ads also reflect the influence of the layout
artist or graphic designer more than the influence of the
copyrighter. Yet we know that it is copy that sells.
Instead, you should study the dramatically different
retail menswear ads reprinted in Bill Glazer’s excellent
marketing course (bgsmarketing.com) Bill who owns two of
the most successful menswear stores in the world and is
also the publisher of the NO B.S. Letter (available at
dankennedy.com) employs ads that are much different from
most retail advertising. The greatest difference is that
they sell.
Let me digress for a minute. I recently had a revelation.
I noticed a commonality in the backgrounds of most of the
most successful doctors. This commonality is quite
interesting and instructive. And, I will reveal it in just
a few days in your next Success Marketing Strategy Email.
Dedicated To Multiplying Your 1ncome
Dan Kennedy
See the profit producing, wealth attraction resources
at http://www.dankennedy.com/products.html
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