A Massive Marketing Trend You Should Embrace
- WEALTHY: The best way to succeed in business today (Michael Masterson and MaryEllen Tribby)
- HEALTHY: Getting past one side effect of being overweight (Craig Ballantyne)
- WISE: Machiavelli on ambition
ALSO IN THIS ISSUE:
- Akin Arikan looks at the “art” and “science” of multi-channel marketing
- How to test anything in 15 minutes (Jason Holland)
- It’s Good to Know… about the end of cavities?
- Add “ignominy” to your vocabulary
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“Ambition is so powerful a passion in the human breast, that however high we reach we are never satisfied.”
Niccolo Machiavelli
Marketing in the Twenty-First Century
By Michael Masterson and MaryEllen Tribby
Sherwin Cody had a problem. He was a low-paid English teacher, but he harbored a secret desire to become a wealthy man.
Teaching people how to speak English, Cody knew, wasn’t likely to make him lots of money. Yet he found a way to do just that.
Cody’s first step was to write down everything he knew in a book called The Art of Writing and Speaking the English Language. To sell the book, he hired a copywriter named Maxwell Sackheim. After discussing various approaches, Cody and Sackheim decided they would market the book by taking out display ads in magazines and newspapers.
They tossed around dozens of possible advertising angles. They finally settled on one that became one of the most successful marketing promotions of all time. If you are a student of marketing history, you will recognize it. The headline reads “Do You Make These Mistakes in English?” The ad made both Cody and Sackheim wealthy. More important, it launched them on dual careers in an industry that was just being born. The industry was direct-response marketing. The year was 1919.
Writing about direct response in the early 1900s, Cody observed that, with the advent of paved roads and a rail system, businesspeople had the ability to sell their products nationwide and deliver them quickly. And because direct-response ads in national publications could reach so many potential customers for those products across the country, it had a big advantage over local marketing by retailers, which had been the main form of advertising in the nineteenth century. As a result, he predicted, direct response would dominate marketing in the twentieth century.
He was right. During every decade of the twentieth century, direct-response marketing grew at double-digit rates. Today, at an estimated $2 trillion a year in the United States alone, it is the largest single form of advertising by a mile.
Countless fortunes have been made by small and large businesses that took advantage of it. And it is still extremely viable today.
Sherwin Cody went on to publish more than 200 books before he died in 1959. He made fortunes for himself and many others. And he did it by mastering the fastest-growing advertising trend of his century.
Multi-channel marketing is based on new, twenty-first century technology that has radically reduced the costs of communicating with prospective buyers and existing customers. In 1980, for example, it cost about 50 cents to send a direct-response sales letter through the mail to a customer. Today, that same transaction, via the Internet, costs less than a penny.
The Internet has completely and permanently changed the way that marketing – and business – works.
Everything moves faster and farther. And everything is interconnected – companies with their customers, customers with the media, the media with companies, and customers with other customers.
To ignore these changes is utter foolishness. To understand and embrace them is the way to succeed in business today.
If you’re unfamiliar with the term, multi-channel marketing refers to marketing with as many different types of media (or channels) as possible. These channels include (but aren’t limited to):
- Search engine optimization
- Direct mail
- Direct e-mail
- Teleseminars
- Event marketing
- Print advertising
- Social media
- Direct-response television
- Joint ventures
- Public relations
- Telemarketing
- Radio
The more channels you use to reach your target customer, the better your chance of reaching him right when he’s ready to buy. Plus, using multiple channels allows you to reach customers who might not be right in your line of sight. Customers who don’t use the Internet might listen to the radio. TV watchers might not read magazines. And so on. Multi-channel marketing is the absolute best way to get your message seen and heard by as many people as possible, as often as possible.
The best part about multi-channel marketing is that anyone can become an expert in how it works. Whether you’re an entrepreneur with your own start-up business… or a brand-new employee working her way up the rungs of the corporate ladder… or the CEO of a Fortune 500 company… you can use multi-channel marketing to help the business grow and prosper.
This new trend in advertising – multi-channel marketing – is a trend that will continue to grow at double-digit rates for decades and decades to come. If you embrace multi-channel marketing, you will see improvements in your business almost immediately. And those improvements will continue at lightning speed, transforming your business into something much greater than it is now. How big and how fast it grows is up to you.
The trend is huge. The time is right. Your future is unlimited.
[Ed. Note: To succeed in business, you must embrace the importance of multi-channel marketing. Michael Masterson and MaryEllen Tribby have combined their 60+ years of marketing and business-building experience into one breakthrough business manifesto... a book that reveals 12 of the most powerful, profit-accelerating marketing channels they know. You can get a crash course in each of these money-making secrets... and how it can turn you into a cash producer for any company you work for. Be one of the first 250 people to buy the book TODAY, and we'll throw in a spectacular bonus. Learn more right here.
The above article was adapted from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, published with permission from John Wiley & Sons. Get your copy today.]
Should Making Money Online Be This Easy?
I hear stories of budding Internet entrepreneurs jumping through hoops to make a buck. And sure, many times building a solid, long term business does take real effort. But you can also quietly pocket some decent dough online for much less work.
In this case, you can copy the exact steps one man used to make $187,296 in one day. No, that’s not a misprint.
What’s stopping you from doing the same? The program is called Instant Internet Income and I guarantee it works exactly as it says. Take a look and see just how easy making money online can be.
Worth Quoting: Akin Arikan on the “Art” and “Science” of Multi-Channel Marketing
“Mobile devices are in every hand. Television and the Internet are converging. The online and the offline are fusing into two sides of the same coin. When marketers take stock of all the channels through which they are interacting with their customers today, the count quickly reaches 10 to 15 different avenues. So, most marketers feel like multi-channel artists already. What is there left to talk about?
“Well, it is one thing to interact through multiple channels in parallel. It is quite another to fuse those activities together in an intelligent way to maximize response and conversion rates. That is the mark of multi-channel marketing as a science, and few marketers claim to have embraced it to date.”
(Source: Multichannel Marketing: Metrics and Methods for On and Offline Success)
[Ed. Note: The more marketing channels you use, the more money you stand to make. But before you jump into any new form of marketing, you should know a little about it. You can get the details behind channels like Internet marketing, television, magazines, and much more in the brand-new book MaryEllen Tribby co-wrote with Michael Masterson. Be one of the first 250 people to buy the book TODAY, and we'll throw in a spectacular bonus. Learn more right here.
When Ads Are Used for More than Advertising
Pay-per-click (PPC) ads are a cheap, easy, and effective way to advertise your business online. You can set up a Google AdWords account and have a campaign up and running in 15 minutes.
But as I learned from Changing the Channel: 12 Easy Ways to Make Millions for Your Business, these three-line ads (which appear at the top and to the right of Google's search results) can also be used to "market test" the effectiveness of almost anything.
Products, product names, prices, copy, websites, offers - all can be tested with PPC.
For example, you can test two different headlines for a promotion for an upcoming conference. You just insert each in a separate PPC ad. The ads will appear when users type in the appropriate keyword in Google. (In this example, it could be "Internet conference.") The headline that is clicked the most is the "winner."
You've let the market decide which headline you will use when you roll out the promotion. And you can make a reasonable assumption that it will attract the most buyers.
As I said, PPC can be used to test almost anything. In fact, the title for the book, Changing the Channel, was determined through PPC testing. Michael Masterson and MaryEllen Tribby, the authors, came up with three titles, had ETR's search engine marketing team put together an AdWords campaign, and let the market decide which title to use.
[Ed. Note: Pick up Changing the Channel, flip to any page, and you'll find at least one useful tool you can apply to your business or the business you work for. Michael Masterson and MaryEllen Tribby have jam-packed this book full of their best and most powerful marketing advice. Learn more about the massive profit-producing power you can discover inside right here.]
Your Metabolism Slows Down and Stays Down, Unless…
I have some bad news for you. According to scientists at New York’s Presbyterian Medical Center at Columbia University, folks who succeed in losing weight tend to wind up suffering from a lower than expected metabolic rate. This means that if you lose weight, you will burn fewer calories each day than someone of the same weight who was never overweight.
Seems unfair, doesn’t it?
The researchers studied three groups: subjects who had lost 10 percent of their bodyweight and kept it off for up to one year, subjects who just recently lost 10 percent of their bodyweight, and a control group.
All of the subjects were studied for 24 hours straight to determine how many calories they burned. Results showed that both weight-loss groups burned fewer calories during the 24 hours than the control group, even though they were matched by weight and gender.
This decrease in calorie burning is just one of the many reasons you will find it easier to regain weight after you lose weight.
So what can you do?
You must do everything you can to boost your metabolism. I highly recommend to all of my clients that they use interval training or high-intensity cardio rather than low-intensity cardio, and that they also engage in high-intensity resistance training three times per week. By performing high-intensity exercise, you will put up the greatest fight against your handicapped metabolism.
[Ed. Note: Don't give up. You CAN get the body you want. And the experts at Total Health Breakthroughs are ready to help. They'll share fitness tips, healthy eating recommendations, delicious recipes, and much more - all for free. Learn more here.
And for an exercise regimen that can help you build muscle and burn fat, try fitness expert Craig Ballantyne's Turbulence Training program.]
It’s Good to Know: The End of Cavities?
Picture a world where teeth never get cavities. It would mean the end of fillings and root canals. No one would have to suffer the ignominy of dentures.
This is the future that researchers are hoping to help create. The only catch: It involves voluntarily putting bacteria into our mouths.
Streptococcus mutans is the bacterium that is mainly responsible for cavities. It feeds on sugar and then produces the lactic acid that destroys teeth. The researchers developed a new strain of bacteria that destroy and replace S. mutans in the mouth. This new strain does not produce lactic acid, so it won’t cause tooth decay. It is transferred to patients with a simple cotton swab.
Tests are underway to rule out unforeseen consequences.
(Source: popsci.com; oragenics.com)
Word to the Wise: Ignominy
“Ignominy” (IG-nuh-mih-nee) – from the Latin – is personal disgrace or humiliation.
Example (as used in “It’s Good to Know” today): “Picture a world where teeth never get cavities. It would mean the end of fillings and root canals. No one would have to suffer the ignominy of dentures.”
[Ed. Note: Become a more persuasive writer and speaker ... build your self-confidence and intellect ... increase your attractiveness to others ... just by spending 10 VERY enjoyable minutes a day with ETR's new Words to the Wise CD Library.]
Copyright ETR, LLC, 2008
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