“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
“Business has only two functions – marketing and innovation.”
“I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.”
“You can have any two of the following–fast, cheap or good–but not all three.”
“Markets are constantly in a state of uncertainty and flux and money is make by discounting the obvious and betting on the unexpected.”
“We’re obviously going to spend a lot in marketing because we think the product sells itself.”
“Their marketing strategy had to be changed to the young people. That’s who buys the beer.”
“The difference between email being identified as an art or a science is truly an individual decision based on the impact that the elements of the design mean when they are processed by the viewer.”
“The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague.”
“Advertising is the fine art of making you think you have longed for something all your life that you never heard of before”
“The man who stops advertising to save money is like the man who stops the clock to save time”
“The statue that advertises its modesty with a fig leaf really brings its modesty under suspicion”
“If you don’t advertise yourself you will be advertised by your loving enemies”
“Leadership begins with recognizing that everybody needs four things: something to do, someone to love, something to hope for, and something to believe in. Strategic plans don’t excite anybody. Dreams excite people… And every employee, every team member, wants to know the same thing: Do you really care about me? Every successful organization shows its people they genuinely matter.”
When America is living through a “Me” generation, we admire bold, assertive people. This is that time when multilevel marketing thrives and hard-sell pressure tactics work best. And the most cutthroat salesmen of all go into the business of selling replacement windows.
But when the pendulum has swung into a “We” generation – such as we’re in today – we admire people who are considerate. Michal Bohm is the highly considerate owner of BM Windows, a replacement window company that has risen to the top of the market through a consumer-friendly website that stresses education, not sales.
– Roy Williams
Robert Colyer, AIDPPC, Attention-Interest-Description-Persuasion-Proof-Close;
Earl Buckley, IDCA, Interest-Desire-Conviction-Action;
Victor Schwab, AAPPA, Attention-Advantage-Prove-Persuade-Action;
Henry Hoke, PPPP, Picture-Promise-Prove-Push;
Dan Kennedy, PAS, Problem-Amplify-Solve;
Badell’s guidepost, (1) always say quickly the best thing you can say; (2) follow a route; (3) be lucid and clear; (4) be believed; (5) be complete; (6) sell, sell, sell again; (7) print it as clearly as you think it.
Which two would you choose as the most effective way to plan a sales piece if your life depended on it and you only had two shots at it?