Top Marketing Guru Shares Success Secrets (Part 2)
Top Marketing Guru Shares Success Secrets (Part 2)
INTERVIEW: I had the honor to interview marketing guru, Joe Vitale, in 2002 for an entire hour. Although it was four years ago, his wisdom about realizing success in business and life is still timeless. In this 3 part interview, we cover such topics as: hypnotic marketing, the 5 principles of spiritual marketing, secrets of top marketers like Madonna and Trump, and his TARGET marketing formula. Part 2 of the series reveals Joe's advertising and hypnotic marketing secrets.
-----------------------------------------------------------------------------------------------------
D: You have accomplished so much in terms of books, publications, tape sets, etc.
Aside from your book "Spiritual Marketing," what one product of yours would you
personally recommend for any business owner or business leader?
------------------------------------------------------------------------------------------------------
J: My e-book - "Hypnotic Marketing." It is the best of what I have learned over 27 years. And there is still a spiritual influence to it, since it has come out after my book, "Spiritual Marketing."
I mention in this e-book about integrity, intentions, getting clear and methods to success in that book, as well as talking about the practical aspects of how to write hypnotic copy, how to get publicity for your business, how to create a web site people want to visit. I put all of that in "Hypnotic Marketing."
The other thing I would recommend is my giant tape program which I have with Nightingale-Conant called "The Power of Outrageous Marketing." It is 12 tapes, a couple of books, a workbook. It covers a 10 step process that anybody in business could use to increase their business. It has been a best-seller for Nightingale-Conant and definitely something I could recommend without hesitation.
----------------------------------------------------------------------------------------------------------
D: With regard to that tape program, I know you mention that these same
10 principles were utilized by some of the most successful marketers - like Madonna,
Houdini, Mark Twain and Margaret Stewart used. Can you share what was the common,
thread that made these very different individuals so successful in marketing?
-----------------------------------------------------------------------------------------------------------
J: That goes back to my interest in P.T. Barnum. When I found out Barnum was such a showman ... that he put one these mega-publicity events and that was such a key to his success, I began to explore what do other very famous celebrities do. I learned that Donald Trump once ran for President and did that for notoriety. He was not known outside the NY area until he did run for President.
You will see that Madonna is a master of getting publicity, knowing how to capture the media and the public%u2019s attention. Harry Houdini was not the best magician in the world. But he is the most famous magician in the world because he knew how to do publicity events. He hung upside down from skyscraper to skyscraper while everybody watched him.
That is just one of the 10 marketing secrets - ie., capturing publicity - common to all these celebrities, as elaborated in my tape program.
Another commonality is that they all wrote books (or paid others write books for them). So that is another tip in my tape program - being an author is a great way to increase their business. Donald Trump knows it. P.T. Barnum knew it. Cindi Crawford and Madonna know it.
When I did my research, I found that they were all doing these 10 marketing secrets to increase their business. I talk about that . I tell stories about that. I give examples of how you can use these same 10 principles in your business. All as a result of my love for P.T. Barnum.
----------------------------------------------------------------------------------------------------------
D: Going back to the "Hypnotic Marketing," can you share some practical marketing tips
as to how someone can use it?
----------------------------------------------------------------------------------------------------------
J: The one tip I want to tell people about relates to email marketing. On the phone that other day, Jay Abraham shared with me that he felt no one was doing email marketing as well as I am. We both agreed that email marketing was the undiscovered and under-used tool of this century.
Everybody is focusing on having a great web site, or coming up with a great product, or even generating great publicity to drive traffic to their web site. What they are not using as well as they could is email marketing.
I went from being reluctant to send out a monthly email newsletter to now sending out sometimes twice a week a memo, an offer, a story or a report I feel is beneficial t o those on my list. That is a major area I talk about in "Hypnotic Marketing." That is a major tool anyone reading "The Empowered Business" could be doing more of.
Now the trap is if you send out nothing but sales letters, you are going to get flamed, or anger people, or drive them to unsubscribe from your newsletter. You have to give 90% or more of information and only 5-10% of sales.
So I will do my best to send out memos, newsletters or special articles by email to my list. Things I genuinely feel that they would want to know about. At the end of it, I may have a sales plug that says if you want more, or this was an excerpt from my new book, or anything of that nature, they are usually ok with it.
So my advice is not to be afraid to do email marketing.
----------------------------------------------------------------------------------------------
D: So what I am hearing that part of the "Hypnotic Marketing" process
is to put yourself out there in cyberspace?
----------------------------------------------------------------------------------------------
J: To boil down my "Hypnotic Marketing" to the 3 steps I hinted at earlier,
STEP 1: Create a publicity event ... what I call a "direct response" publicity event. Most publicity just gets people's name in the paper. It doesn't create any sales.
"Direct response" publicity, the way I created and describe it, is to get your name in the paper but also to give people a reason to go to your web sit. So that is the first step.
STEP 2: Have a web site that is informative and beneficial to the people who are coming to it. So it can't be full of sales pitches. It needs to be as focused as possible on specific information that someone wants to read.
STEP 3: Follow up with what I call "hypnotic emails" to those people who went to your site or signed up to get your emails. The third step is to stay in contact with them and to send them information that they will be glad to get with special offers they will be glad to buy. Those are the 3 steps.
------------------------------------------------------------------------
D: Does "Hypnotic Marketing" follow principles of hypnosis?
------------------------------------------------------------------------
J: To a certain extent. that is a wonderful question. I have so many articles on my site where I explore hypnosis, hypnotic writing and hypnotic marketing. All of us have been in a trance at one time or another.
Eg., when you are driving down a highway and you go into a highway trance, sometimes even missing your exit. Then you will wake up at some point and ask "uhmm, how long have I been out?"
Another example is when you are watching a movie and it is so riveting that you don't hear the phone. A third example is when you read a book that you just can't put down. Well, those are all trances of one sort or another.
What I started doing with my first hypnotic-oriented book - "Hypnotic Writing" - as an e-book is saying let's make all of our sales pitches that hypnotic. We can make hypnotic writing in novels. Great writers can do it there and in other places.
Let's translate it to web sites, to emails, to sales letters, to publicity. So there are elements of true hypnosis in all of this. Right down to how to use language patterns. A good hypnotist will word what h/he/she says to you in a way to lead you into a trance. Good writing - online and off - can do the same.
Read Part 3 of this interview and learn Joe Vitale's secret TARGET marketing formula and principles revealed in his Nightingale-Conant audio series "The Power of Outrageous Marketing."
Top Marketing Guru Shares Success Secrets Part 2 - To learn more about this author, visit Denise Corcoran's Website.
Like this article? Share it with your friends
BACKGROUND: Joe Vitale is an explosive, results only marketing consultant and the world's first Hypnotic Marketer. He is the author of many books, including his book "Spiritual Marketing," best selling e-book "Hypnotic Writing," and best-selling Nightingale-Conant audio program, "The Power of Outrageous Marketing."
INTERVIEW: I had the honor to interview marketing guru, Joe Vitale, in 2002 for an entire hour. Although it was four years ago, his wisdom about realizing success in business and life is still timeless. In this 3 part interview, we cover such topics as: hypnotic marketing, the 5 principles of spiritual marketing, secrets of top marketers like Madonna and Trump, and his TARGET marketing formula. Part 2 of the series reveals Joe's advertising and hypnotic marketing secrets.
-----------------------------------------------------------------------------------------------------
D: You have accomplished so much in terms of books, publications, tape sets, etc.
Aside from your book "Spiritual Marketing," what one product of yours would you
personally recommend for any business owner or business leader?
------------------------------------------------------------------------------------------------------
J: My e-book - "Hypnotic Marketing." It is the best of what I have learned over 27 years. And there is still a spiritual influence to it, since it has come out after my book, "Spiritual Marketing."
I mention in this e-book about integrity, intentions, getting clear and methods to success in that book, as well as talking about the practical aspects of how to write hypnotic copy, how to get publicity for your business, how to create a web site people want to visit. I put all of that in "Hypnotic Marketing."
The other thing I would recommend is my giant tape program which I have with Nightingale-Conant called "The Power of Outrageous Marketing." It is 12 tapes, a couple of books, a workbook. It covers a 10 step process that anybody in business could use to increase their business. It has been a best-seller for Nightingale-Conant and definitely something I could recommend without hesitation.
----------------------------------------------------------------------------------------------------------
D: With regard to that tape program, I know you mention that these same
10 principles were utilized by some of the most successful marketers - like Madonna,
Houdini, Mark Twain and Margaret Stewart used. Can you share what was the common,
thread that made these very different individuals so successful in marketing?
-----------------------------------------------------------------------------------------------------------
J: That goes back to my interest in P.T. Barnum. When I found out Barnum was such a showman ... that he put one these mega-publicity events and that was such a key to his success, I began to explore what do other very famous celebrities do. I learned that Donald Trump once ran for President and did that for notoriety. He was not known outside the NY area until he did run for President.
You will see that Madonna is a master of getting publicity, knowing how to capture the media and the public%u2019s attention. Harry Houdini was not the best magician in the world. But he is the most famous magician in the world because he knew how to do publicity events. He hung upside down from skyscraper to skyscraper while everybody watched him.
That is just one of the 10 marketing secrets - ie., capturing publicity - common to all these celebrities, as elaborated in my tape program.
Another commonality is that they all wrote books (or paid others write books for them). So that is another tip in my tape program - being an author is a great way to increase their business. Donald Trump knows it. P.T. Barnum knew it. Cindi Crawford and Madonna know it.
When I did my research, I found that they were all doing these 10 marketing secrets to increase their business. I talk about that . I tell stories about that. I give examples of how you can use these same 10 principles in your business. All as a result of my love for P.T. Barnum.
----------------------------------------------------------------------------------------------------------
D: Going back to the "Hypnotic Marketing," can you share some practical marketing tips
as to how someone can use it?
----------------------------------------------------------------------------------------------------------
J: The one tip I want to tell people about relates to email marketing. On the phone that other day, Jay Abraham shared with me that he felt no one was doing email marketing as well as I am. We both agreed that email marketing was the undiscovered and under-used tool of this century.
Everybody is focusing on having a great web site, or coming up with a great product, or even generating great publicity to drive traffic to their web site. What they are not using as well as they could is email marketing.
I went from being reluctant to send out a monthly email newsletter to now sending out sometimes twice a week a memo, an offer, a story or a report I feel is beneficial t o those on my list. That is a major area I talk about in "Hypnotic Marketing." That is a major tool anyone reading "The Empowered Business" could be doing more of.
Now the trap is if you send out nothing but sales letters, you are going to get flamed, or anger people, or drive them to unsubscribe from your newsletter. You have to give 90% or more of information and only 5-10% of sales.
So I will do my best to send out memos, newsletters or special articles by email to my list. Things I genuinely feel that they would want to know about. At the end of it, I may have a sales plug that says if you want more, or this was an excerpt from my new book, or anything of that nature, they are usually ok with it.
So my advice is not to be afraid to do email marketing.
----------------------------------------------------------------------------------------------
D: So what I am hearing that part of the "Hypnotic Marketing" process
is to put yourself out there in cyberspace?
----------------------------------------------------------------------------------------------
J: To boil down my "Hypnotic Marketing" to the 3 steps I hinted at earlier,
STEP 1: Create a publicity event ... what I call a "direct response" publicity event. Most publicity just gets people's name in the paper. It doesn't create any sales.
"Direct response" publicity, the way I created and describe it, is to get your name in the paper but also to give people a reason to go to your web sit. So that is the first step.
STEP 2: Have a web site that is informative and beneficial to the people who are coming to it. So it can't be full of sales pitches. It needs to be as focused as possible on specific information that someone wants to read.
STEP 3: Follow up with what I call "hypnotic emails" to those people who went to your site or signed up to get your emails. The third step is to stay in contact with them and to send them information that they will be glad to get with special offers they will be glad to buy. Those are the 3 steps.
------------------------------------------------------------------------
D: Does "Hypnotic Marketing" follow principles of hypnosis?
------------------------------------------------------------------------
J: To a certain extent. that is a wonderful question. I have so many articles on my site where I explore hypnosis, hypnotic writing and hypnotic marketing. All of us have been in a trance at one time or another.
Eg., when you are driving down a highway and you go into a highway trance, sometimes even missing your exit. Then you will wake up at some point and ask "uhmm, how long have I been out?"
Another example is when you are watching a movie and it is so riveting that you don't hear the phone. A third example is when you read a book that you just can't put down. Well, those are all trances of one sort or another.
What I started doing with my first hypnotic-oriented book - "Hypnotic Writing" - as an e-book is saying let's make all of our sales pitches that hypnotic. We can make hypnotic writing in novels. Great writers can do it there and in other places.
Let's translate it to web sites, to emails, to sales letters, to publicity. So there are elements of true hypnosis in all of this. Right down to how to use language patterns. A good hypnotist will word what h/he/she says to you in a way to lead you into a trance. Good writing - online and off - can do the same.
Read Part 3 of this interview and learn Joe Vitale's secret TARGET marketing formula and principles revealed in his Nightingale-Conant audio series "The Power of Outrageous Marketing."
Top Marketing Guru Shares Success Secrets Part 2 - To learn more about this author, visit Denise Corcoran's Website.
Like this article? Share it with your friends
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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