My 12 most important beliefs about marketing

How to know if I’m the right copywriter for your online business

secret weaponThese pithy statements about the psychology of buying and selling did not originate with me. Most were gleaned over the years from my various teachers—from their books, seminars and audiotapes.

I owe a debt to many, and at this juncture, it’s almost impossible to know accurately which of these “truths” to attribute to whom.

Among the many “influencers” are Michael Gerber, Bill Myers, Dan Kennedy, Gary Halbert, John LaValle, Fred Gleeck, Jay Abraham and others. In some cases I have had to separate the style and personality of the man from the sagacity of the message. Wisdom can come from many places, and even a broken clock is right twice a day.

I like to reread these from time to time. I offer them to you for your consideration:

  1. Marketing is a total system of business activities that plan, promote and sell need-satisfying products and services to present and potential customers.
  2. Every successful business lives or dies with the customer.
  3. We all buy things to fill emotional needs and desires that we’ve been developing all of our lives. We buy commodities, not for what they are in themselves, but for what they symbolize.
  4. Every commodity is a symbol for emotional satisfaction. Buying decisions are emotional commitments to gratifying perceived needs and desires that we are often unaware of having.
  5. Your customer doesn’t necessarily want what you think he or she wants. Often, they don’t want what they think they want either. It goes much deeper into the emotional realm.
  6. Your customer, first and foremost, is a complex emotional being. Your customer is a person, even when you’re marketing an industrial commodity to another business. You don’t sell to other companies or industries, you sell to other people.
  7. The buying decision is made instantaneously in the unconscious mind.
  8. Buying decisions are a response to an emotional need that we later try to rationally explain.
  9. Reality is a matter of perception. What the customer perceives to be real, is real.
  10. The customer is always right because her perception is her reality. Even when the customer is wrong, she is still the customer.
  11. Your entire business is your product, not just the commodity that you’re selling!
  12. Your business is in the business of selling your business!

If you agree, we would probably work well together.

Many copywriters begin an assignment by trying to learn everything they can about the product.

That’s only part of the job.

In order to write effective, persuasive copy, I want to know everything I can about the target customer.

Male or female? Age? Profession? Single, married or divorced?

Income? Education? Geographic location?

Demographic and psychographic profiles provide priceless information about why people buy — if you learn how to interpret them.

My goal is always to organize the sales letter around the customer.

People are self-absorbed. People sort incoming communications for self-interest.

Your customer doesn’t care about your product. He only cares about his own gratification.

“Don’t tell me about your grass seed,” he says, “talk to me about my lawn.”

What he really means is (although he doesn’t consciously know it), “Don’t tell me about your grass seed, appeal to how a beautiful lawn will make me the envy of my neighbors and compliment my self-image as a prosperous, successful person.”

If you’re intrigued about this approach to marketing and copywriting, and would like to know more, please check out  my short book, The secret weapon of a master direct response online copywriter: How to position your brand for success, based on the research of Swiss psychiatrist Carl Jung