10 Master Marketing Tips

I was going through some notes that I had taken as I was re-reading the Masters. I thought I would give you the condensed Top Ten.

1. “Marketing is the name we use to describe the promise… the story it tells, the authentic way it delivers on that promise.” – Seth Godin

2. “Don’t find customers for your products, find products for your customers.” – Seth Godin

3. “Never stop testing, and your advertising will never stop improving.” – David Ogilvy

4. “The consumer isn’t a moron; she is your wife.” – David Ogilvy

5. “The headline has only one purpose – to get you to read the next line.” – Eugene Schwartz

6. “This is the copywriter’s task: not to create mass desire – but to channel and direct it” – Eugene Schwartz

7. “Who reads long copy? Buyers do” – Dan Kennedy

8. “The best headlines are those that appeal to the reader’s self-interest – headlines that offer the reader something he wants.” – John Caples

9. “Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.” – Leo Burnett

10. “It’s not the creation of new and tricky words and pictures, but putting familiar words and pictures into new relationships.” – Leo Burnett

Onward and upward.

Jack