10 Timeless Truths of Scientific Marketing – Free eBook

10 Timeless Truths of Scientific Marketing

It took 150+ years to write, but today it can finally be yours. It’s the 10 Timeless Truths of Scientific Marketing. This eBook clarifies the marketing “truths” have been tested and solidified during the various eras of marketing: The print period. The radio days. The television age. The direct mail Continue Reading…

Timeless Truth #10: It’s Not What You Know, It’s Who You Know.

It's who you know

A few years ago, Netflix closed my family’s account. I inquired as to why. Netflix said we had not returned a Disney Princess DVD. I checked with my then six-year-old daughter, Ava. Ava insisted that she put the DVD in the mailbox. I sided with Ava and called Netflix back. Continue Reading…

Timeless Truth #9: If at First You Don’t Succeed…

If at first you don't succeed...

After 30 years of doing accountable marketing, I know this: I’m smart enough to know that I’m not smart enough to have all the answers — so I test. And today, as a test, I’m going to try something different.  To convey the importance of testing, I ask you to please take the Continue Reading…

17 Killer Quotes from the Godfather of Scientific Advertising

Happy Hopkins Day

He was a legend.  He redefined an industry.  He turned an art form into a scientific endeavor.  He is the godfather of the scientific marketing method.  90 years ago, he wrote Scientific Advertising.  His name was Claude C. Hopkins. Here are 17 of Claude Hopkins’ ideas/quotes that live on today: Continue Reading…

Timeless Truth #8: You are the Sunshine of YOUR Life

You are the sunshine of YOUR life

What is it about “you” that’s so powerful? “You” is arguably the most effective word in advertising – and has been for years.  In fact, you should never forget the importance of “you” for every piece of communication you ever prepare.  Let me explain. Decades ago, John Caples — the Continue Reading…

Timeless Truth #7: Birds of a Feather Flock Together

Birds of a Feather Flock Together

It’s undeniable.  One of the most powerful notions in marketing is – and has always been – birds of a feather flock together. This core idea should inform marketing acquisition, retention, win-back, brand evangelism, and social media strategies. How can you leverage this notion?  Before I address this – the Continue Reading…

Timeless Truth #6: Make New Friends, But Don’t Forget the Old…

Make New Friends ...

It’s crazy.  Some people never learn… Marketing to existing customers tends to be six to seven times more profitable than prospecting.  We’ve known this forever.  We also know that word-of-mouth can be two to twenty times more influential than advertising.  Yet most marketers still spend a disproportionate amount of their Continue Reading…

Timeless Truth #5: To Everything There is a Season

To Everything There is a Season

When is the best time to Tweet?  5PM or 5AM?  Which is the best day to post on Facebook?  Monday or Saturday?   What is the best month to send an email?  December or January? The answer is, all of the above. In marketing, timing is everything. Or better put, “To Continue Reading…

Timeless Truth #4: There is Safety in Numbers

There is Safety in Numbers

It was stunning.  Some marketers still don’t fully grasp it.  But I would argue that this quote changed the advertising industry forever … In 1932, John Caples — the legendary copywriter who dedicated his career to A/B split testing — said, “I have seen one advertisement sell 19 and a Continue Reading…

Timeless Truth #3: Seek & You Will Find

Seek & You Will Find

Are you lost? Maybe a little? Fear not. “Seek and you will find.” What am I talking about? Data … insights … intelligence — that which can transform your business. Let me explain. We live in the age of Big Data. Unfortunately, most marketers live in organizations with small budgets. Even Continue Reading…

Timeless Truth #2: Mind Your Ps

#2 of the 10 Timeless Marketing Truths from Lawrence M. Kimmel

It was stunning. A few years ago, I spearheaded a research project. We polled some of the world’s top marketers. We asked, “Of the four ‘Ps’ of classic marketing, which ones do you have responsibility for?” Naturally, “promotion” (advertising) was their top answer receiving a score of 91%. Next, 39% Continue Reading…

Timeless Truth #1: Slow and Steady Wins the Race

slow

About a year and a half ago, a book was published called The Lean Start-up. In the book, the author and Silicon Valley entrepreneur, Erik Ries, discusses his search for the commonality among progressive, inventive companies that are winning in the marketplace. What does he discover? He reaches the conclusion Continue Reading…

The Timeless Truths of Scientific Marketing

Have you noticed? Things are changing more frenetically than ever — once again. Many people think it’s undeniable. Life is infinitely more complicated now, especially if you’re a marketer. They say it’s unprecedented. Unparalleled. Unfathomable. And winning is unbelievably hard. I say, maybe not. Sailing in uncharted waters is far Continue Reading…