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1、"Peopledonothavetimetounderstandyourpatheticsubtlety"....GaryC.HalbertSeminarMarketingNotes1.Whatismarketingandwhydoweneedit?A.Marketingisaboutgrabbingthatpersonfromeverythingelsethat'sdistractingthem,capturingtheirattentionandimagination,andthenpoundinginyourmessageinsuchawaythatt
2、heyfeelCOMPELLEDtotaketheactionyouwantthemto,whichusuallyinvolvesgivingyoumoney.Essentially,marketingispersuasion/salesANDshowmanshipinprint!Showmanship...theelementofshowmanshipiswhatmakesmarketingdifferentfromotherformsofpersuasionandwhatmakesitmorefun!!!Showmanshipcapturesattent
3、ionbybeinglargerthatlife,outrageous,riveting...creatingacompulsiontolookatyourmessage!Exercise:readingtabloidheadlinesSUPERIMPORTANTDISTINCTION:Directresponsevs.imagemarketing.GettingthemtotakeactionNOW,versusputtingsomepositiveimageintheirmindforpossiblefutureaction.ADAGENCY=Finan
4、cialsodomy;whyinstitutionalizedadvertisingdoesn'twork!II.FundamentalPrinciplesofRealWorld,SSSSSMakingMarketing!1.FindamarketBEFOREyougetorchooseaproduct!SuperImportantMarketingRule:Forgetaboutsellingpeoplewhatyouthinktheyneed;sellthemwhattheywant!!!!LookbetterLivelongerSex/loveWeal
5、thRespect/admirationofpeersHealth2.YouMUSTcreatearelationshipwithyourmarket/clientele.a.Positionyourselfasexpert/educatorb.LikeOprah,haveabigblackend!3.Dowhatyouknow,dowhatyou'repassionateabout.....l4.Gottamakeitfun5.What'syourUSP?Itmustbenefitoriented...itcanbeagreatguarantee.6.NE
6、VER,everlivebyprice!FundamentalsofaKillerSalesLetter!1.Captureattention....youdothatthroughheadlines!HeadlinesofferhugebenefitspresentedinaSHOWMANSHIPtypefashion!!!SuperImportantMarketingDistinction:BENEFITSversusfeatures...WIIFM!Exercise:Namethebenefits!2.Openupwithaparagraphthata
7、cceleratesthefantasy...3.Tellthestory:definetheproblem.Super-ImportantMarketingPrinciple:UseFOLKSYlanguage!Writelikeyoutalk!!4.PresentthesolutionandtellHOWyoufoundit!!!5.Offerproof:overwhelmingproofpossible.a.Testimonials;needtobespecificwithfullnamesifpossible.b.Freesamples6.Maket
8、heoffer.Theofferisoneofthe
