Top Marketing Guru Shares Success Secrets (Part 3)
Top Marketing Guru Shares Success Secrets (Part 3)
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 3 of the series reveals Joe's TARGET formula for powerful copywriting and marketing results.
----------------------------------------------------------------------------------------------------------------
D: In the section on your web site, where you have “The Unspoken Marketing Secrets,”
there was one principle in particular that drew me both as a speaker, as well as a strong advocate of
The Body Shop, CEO, Anita Roddick’s approach to marketing. In her book “Body and Soul,” she
mentions that her company never advertises. That there whole marketing strategy was done
through story-telling. With story-telling as your #1 tip, can you explain what that means
for you from a marketing perspective?
------------------------------------------------------------------------------------------------------------------
J: I think advertising is another overlook tool. Alot of people are skeptical of advertising, saying things like “it doesn’t work” or “it is too expensive” or “it doesn’t get results.” Yet I can show you with a little bit of research example after example where advertising has transformed businesses from nothing to colossal businesses.
In fact, during the Great Depression, the companies that continued to advertise are still alive today. Advertising is enormously powerful but, of course, it has to be done right.
I typically don’t encourage small businesses to do any advertising because it is expensive. I am all for street smart guerrilla marketing. I am all for “free” marketing. Just like Anita is. You will note that she is also practice just about all of the 10 tips I talk about on my Nightingale-Conant tape program.
She does mega-publicity events. She is obviously an author. She does media appearances which I consider “free” advertising. So she doesn’t need to pay for it.
---------------------------------------------------------------------------------------------------
D: Looking at a time line with regard to what makes true marketing success, what
rules or principles do you feel defy time? Ie., they will always be here, always were?
Any one or two that come to mind?
---------------------------------------------------------------------------------------------------
J: What a wonderful question. The formula that has been around for 130 years is AIDA.
A ... you get attention
I ... you get their interest
D ... you create desire
A ... you call for action
That might be simplifying the whole process. But anyone following those principles will probably do well - online and off. I have updated that formula with TARGET - mentioned in my old book “Cyber Writing: How to Promote Your Product or Service Online Without Being Flamed.” I updated AIDA with the phrase TARGET.
T ... Target your audience. Too many people try to go for everyone in the world. Everyone is not going to be your client or prospect. You should target who they are. Find out what they are reading and what they are watching and go that direct route to them.
A ... Get their attention.
R ... Rouse their emotions. Because people buy for emotional reasons and justify what they buy with logical reasons.
G ... Guarantee what you are offering. Guarantees are very powerful. You must, must guarantee it. Even though the law requires you to guarantee it, putting it in writing always increase results.
E ... Offer evidence or testimonials. I have often done sales letters that have been 90% testimonials of satisfied customers raving about the product or service I was selling.
T ... Tell them what to do. That is the call for action. I have seen many ads that raved about the product but didn’t tell you how to get it. Tell them what to do and give them all the information.
That TARGET formula seems to work for all marketing as a baseline to start with.
------------------------------------------------------------------------------------------
D: Are there any particular marketing success rules or principles, given ,
we are in a cyber world, that will change or new ones will pop up?
-------------------------------------------------------------------------------------------
J: I don’t know if I am the best to answer that. My track record as a futurist has been terrible. Five years ago, Mark Joyner with Aesop Marketing was asking me to give him any of my books - published or unpublished - and he would release it as an e-book.
I kept turning him down for 2 full years because I thought “who is going to buy an e-book?” I sit with 5000 hard books. You can look at them. You can hold them. You can bring them to the bathroom with you. So I did not think anyone would buy an e-book.
Finally, after 2 years, I ga 9ve him an old book of mine and said “Put this online and see if you can sell it.” did not think he could sell one. Well, it is “Hypnotic Marketing” and we have sold almost 100,000 of those. So I don’t know if I can product where any of this is going.
I invented e-classes about 2 years ago. E-classes are a high end way of teaching what you know by email only. I didn’t know that would fly. I just follow the principles I write about. Came from my heart. I just bubbled up with it and acted upon it. And found, wow, that people will pay for this.
The thing that comes to mind is that people never change. Technology changes, Customs change, The scenery changes.
People during the P.T. Barnum time were all interested in food, love, romance, more money. We are all interested in the same things today. How we achieve them, how we broadcast our interest in them will probably change. So I don’t know what will come next.
--------------------------------------------------------------------------------------------------------
D: My final question is more on a personal note. I would like you to project yourself
out into the future to a time when you are a vibrant, thriving 80 year old ... yet lower
key, fulfilled and proud of all your accomplishments. And you are approached by
Bill Moyers because he wants to write a biography about you. If this is your
lasting legacy, your last communications to the world, what do you want people to
know about you and what your life or your business stood for?
--------------------------------------------------------------------------------------------------------
J: That is a gloriously wonderful question. I am impressed that you asked it the way you did. (Pause) I would say that my purpose in life has been t ≤o help people go for and get their dreams. What that I hope that I have done is inspire them, as well as show them, how to achieve their ideals, their dreams, their miracles in the fastest, easiest, most fun way possible.
Somewhere in my 40’s, I discovered that there is an escalator in life and you don’t have to go up the rocky road of the mountain. You can actually go on the other side and there is an escalator where you can slide on up. And I did my best to tell people where it was.
Denise: I genuinely thank you for your time. It has been an honor and a privilege.
Joe: This has been surprisingly more fun. I thought you would ask me alot of boring questions, *but you were more authentic in your questions and deeper in your exploring. Thanks for asking me. You made my day.
Top Marketing Guru Shares Success Secrets Part 3 - 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 3 of the series reveals Joe's TARGET formula for powerful copywriting and marketing results.
----------------------------------------------------------------------------------------------------------------
D: In the section on your web site, where you have “The Unspoken Marketing Secrets,”
there was one principle in particular that drew me both as a speaker, as well as a strong advocate of
The Body Shop, CEO, Anita Roddick’s approach to marketing. In her book “Body and Soul,” she
mentions that her company never advertises. That there whole marketing strategy was done
through story-telling. With story-telling as your #1 tip, can you explain what that means
for you from a marketing perspective?
------------------------------------------------------------------------------------------------------------------
J: I think advertising is another overlook tool. Alot of people are skeptical of advertising, saying things like “it doesn’t work” or “it is too expensive” or “it doesn’t get results.” Yet I can show you with a little bit of research example after example where advertising has transformed businesses from nothing to colossal businesses.
In fact, during the Great Depression, the companies that continued to advertise are still alive today. Advertising is enormously powerful but, of course, it has to be done right.
I typically don’t encourage small businesses to do any advertising because it is expensive. I am all for street smart guerrilla marketing. I am all for “free” marketing. Just like Anita is. You will note that she is also practice just about all of the 10 tips I talk about on my Nightingale-Conant tape program.
She does mega-publicity events. She is obviously an author. She does media appearances which I consider “free” advertising. So she doesn’t need to pay for it.
---------------------------------------------------------------------------------------------------
D: Looking at a time line with regard to what makes true marketing success, what
rules or principles do you feel defy time? Ie., they will always be here, always were?
Any one or two that come to mind?
---------------------------------------------------------------------------------------------------
J: What a wonderful question. The formula that has been around for 130 years is AIDA.
A ... you get attention
I ... you get their interest
D ... you create desire
A ... you call for action
That might be simplifying the whole process. But anyone following those principles will probably do well - online and off. I have updated that formula with TARGET - mentioned in my old book “Cyber Writing: How to Promote Your Product or Service Online Without Being Flamed.” I updated AIDA with the phrase TARGET.
T ... Target your audience. Too many people try to go for everyone in the world. Everyone is not going to be your client or prospect. You should target who they are. Find out what they are reading and what they are watching and go that direct route to them.
A ... Get their attention.
R ... Rouse their emotions. Because people buy for emotional reasons and justify what they buy with logical reasons.
G ... Guarantee what you are offering. Guarantees are very powerful. You must, must guarantee it. Even though the law requires you to guarantee it, putting it in writing always increase results.
E ... Offer evidence or testimonials. I have often done sales letters that have been 90% testimonials of satisfied customers raving about the product or service I was selling.
T ... Tell them what to do. That is the call for action. I have seen many ads that raved about the product but didn’t tell you how to get it. Tell them what to do and give them all the information.
That TARGET formula seems to work for all marketing as a baseline to start with.
------------------------------------------------------------------------------------------
D: Are there any particular marketing success rules or principles, given ,
we are in a cyber world, that will change or new ones will pop up?
-------------------------------------------------------------------------------------------
J: I don’t know if I am the best to answer that. My track record as a futurist has been terrible. Five years ago, Mark Joyner with Aesop Marketing was asking me to give him any of my books - published or unpublished - and he would release it as an e-book.
I kept turning him down for 2 full years because I thought “who is going to buy an e-book?” I sit with 5000 hard books. You can look at them. You can hold them. You can bring them to the bathroom with you. So I did not think anyone would buy an e-book.
Finally, after 2 years, I ga 9ve him an old book of mine and said “Put this online and see if you can sell it.” did not think he could sell one. Well, it is “Hypnotic Marketing” and we have sold almost 100,000 of those. So I don’t know if I can product where any of this is going.
I invented e-classes about 2 years ago. E-classes are a high end way of teaching what you know by email only. I didn’t know that would fly. I just follow the principles I write about. Came from my heart. I just bubbled up with it and acted upon it. And found, wow, that people will pay for this.
The thing that comes to mind is that people never change. Technology changes, Customs change, The scenery changes.
People during the P.T. Barnum time were all interested in food, love, romance, more money. We are all interested in the same things today. How we achieve them, how we broadcast our interest in them will probably change. So I don’t know what will come next.
--------------------------------------------------------------------------------------------------------
D: My final question is more on a personal note. I would like you to project yourself
out into the future to a time when you are a vibrant, thriving 80 year old ... yet lower
key, fulfilled and proud of all your accomplishments. And you are approached by
Bill Moyers because he wants to write a biography about you. If this is your
lasting legacy, your last communications to the world, what do you want people to
know about you and what your life or your business stood for?
--------------------------------------------------------------------------------------------------------
J: That is a gloriously wonderful question. I am impressed that you asked it the way you did. (Pause) I would say that my purpose in life has been t ≤o help people go for and get their dreams. What that I hope that I have done is inspire them, as well as show them, how to achieve their ideals, their dreams, their miracles in the fastest, easiest, most fun way possible.
Somewhere in my 40’s, I discovered that there is an escalator in life and you don’t have to go up the rocky road of the mountain. You can actually go on the other side and there is an escalator where you can slide on up. And I did my best to tell people where it was.
Denise: I genuinely thank you for your time. It has been an honor and a privilege.
Joe: This has been surprisingly more fun. I thought you would ask me alot of boring questions, *but you were more authentic in your questions and deeper in your exploring. Thanks for asking me. You made my day.
Top Marketing Guru Shares Success Secrets Part 3 - To learn more about this author, visit Denise Corcoran's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
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 |
|||
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 |
|||
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 |
|||
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 |
|||
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 |
|||
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 |
|||
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 |
|||
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 |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Denise's articles
 | |
|
|  |
 | |
|
| |
 | ||
|
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
 |
 Federal Antitrust Laws Tips For Less Stress ACES Research Report Cash Flow Forecast Samples The Entrepreneurial Sweet Spot |
|
 | ||
 |
The Top 10 Guy Kawasaki Posts
Best Posts for Entrepreneurs | |
 |
Fortune Hunters
CBC Entrepreneur TV | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||