Do you need it or want it?
Posted on | February 9, 2008
The following is an excerpt from a wildy popular book by Dan Kennedy, one of the greatest minds in Internet Marketing and copywriting today. (If you don’t know who he is, just Google him. )
“Zig Ziglar coined a marvelous phrase: Emotional Logic. I don’t care if you’re selling the dullest, most technical business-to-business product ever invented, you won’t sell it successfully on logic alone.
After a seminar for a direct marketing club, an executive from a very large computer manufacturing company accosted me and wanted to know if I thought expensive, sophisticated software packages, in the $1000 to $5000 price range, could be sold via direct mail. I said, “Yes” — if you know who your prospect is and why he should want your software. The exec then gave me a 10-minute dissertation on why his software was needed. For one think, it sped up the processing of certain data by 200%. “So a guy could get a project done in 1/4the the time it takes now and go plan an afternoon of golf without feeling guilty?” I asked, “What does golf have to do with it?” he asked.
Hopefully you understand that golf has everything to do with it. Why in the hell would I want to get my work done four times faster if all I’m going to get as a result is more work to do?
Then a guy like that’ll tell me: “The people we deal with are more sophisticated than that.” Really. I wonder why that Jones fella shelled out all that money for the Dallas Cowboys? Did he need a football team? Did he need a job? Donald Trump just bought a huge house in Palm Beach. Guess he needed a place to sleep. Sophisticated folks buy a lot of stuff just because they want it. Like car phones. I know people who live four miles from their offices and never go anywhere who have car phones. One of the reasons I got my current house was the spa in the backyard, and I haven’t been in the dammned thing in five years. If you market based on rational thinking on the prospect’s part and only that, you’re in trouble.”
OK, that’s a small sample of Dan Kennedy’s book “63 Killer Marketing Strategies.” I have read it front to back, twice now and then gone back and reread certain parts. I suggest you download it now and go through it. There are some true gems in there whether you’re a newbie marketer or a seasoned vet.
I am providing a copy to you, with my complements. No email to give, nothing to buy, no strings attached.
Enjoy!
Sam
P.S. Here’s the link again:
http://www.netwavesolutions.com/Internet-Marketing-Tips-Dan-Kennedy.html
Fatal error: Call to undefined function: the_tags() in /home/content/k/e/n/kenkan6/html/wp-content/themes/elements_1.1/index.php on line 6