don?t change.
When we talk about the principles of marketing, we?re really talking
about one thing ? human nature. Today, people can come by phone or
online, instead of by horse or camel, to shop from your market. But
what makes them buy hasn?t changed since the beginning of time.
Modern marketing really began about 100 years ago, when people began to
use scientific language to communicate what works in advertising. When
we say something is scientific, that just means we can test it and get
the same results, time after time. We have different tools, but if you
experiment with the methods of successful marketers, you?ll find their
methods work just as well for you.
Until the 19th century, the majority of businesses didn?t really
advertise. They just announced. For instance, you?d see an ?ad? in the
newspaper that said something like, ?Paul Bunyan, Woodcutter, 123 Main
Street.? Few copywriters took the opportunity to tell readers about the
incredible muscle power they?d get from hiring a Paul Bunyan! Earlier
in history, they didn?t need to give a reason to hire this woodcutter,
since there was only one woodcutter in town. But with the growth of
cities came the need to differentiate one woodcutter from another.
John E. Kennedy, who began his career as a copywriter in 1904, got his
start because he knew what makes people buy. In fact, he was so sure he
knew that he sent the following note to the ad agency of Lord and
Thomas as his ?application.?
?I?m in the saloon downstairs, I can tell you what advertising is. I
know you don?t know. It will mean much to me to have you know what it
is and it will mean much to you. If you wish to know what advertising
is, send the word ?yes? down by the bellboy. Signed ? John E. Kennedy?
When Kennedy was summoned upstairs later that same night, he defined
advertising and earned himself his first copywriting job. What he said
was deceptively simple: ?Advertising is Salesmanship-in-Print.? Kennedy
was hired and, at $52,000 per year, became the highest paid copywriter
of his day. Lord and Thomas become the training center for all
copywriters, using the principles of human nature that Kennedy wrote
down in a series of lessons called The Book of Advertising Tests.
John E. Kennedy knew that people must have a reason to buy. It?s not
enough to say, ?Buy my product.? You have to give people a reason to
buy from you. You have to tell them what?s in it for them. In fact, the
book of tests was later re-published under the name Reason Why
Advertising and became very popular.
You can count on human nature to be what it was 100 years ago. Kennedy
was a wildly successful direct marketer. He didn?t have the Internet,
but he knew people. Imagine how wildly successful you?ll be, when you
combine today?s powerful marketing tools with insight into human
nature.
Take an honest look at yourself and your product or service. Find one
good reason your prospects should buy from you. Then, tell them why!
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