The rarest thing in business and marketing

When I started marketing to the wedding niche I thought it was going to easy.  I didn’t need any cutting-edge ideas because my niche was spelled out for me. 

Um, people getting married…  Bam!  

I just had to find highly-interested and motivated prospects that I could email market to.

I subscribed to several marketer’s lists to learn how.  

I picked up tips here and there but I didn’t have any major epiphanies, other than.…  

How were these peeps boasting such big sales with email?  I could barely get anyone to call or email me back.

I stumbled on Eban Pagan’s work and he told me the term that changed my life.  He said he practiced direct response marketing.  Finally, I learned the term that I needed to research and study.

I was obsessed with figuring out how to send an email or mail a flyer to get people to buy.

I finally got the hang out it.  The good news is technology may change but direct response fundamentals don’t.  What Robert Collier and Claude Hopkins wrote about nearly 100 years ago are still applicable today.  

This morning I read a blog post from the great Ken McCarthy and he said something similar.  McCarthy was the marketer who created Internet marketing as we know it and his System Seminar from 20 years ago is world famous.    

He said his primary message is the same today as it was 20 years ago: “This is direct response advertising. Nothing more. Nothing less.”  

He added something else that you need to arm yourself with.  

“Original ideas”!   He called original ideas “the rarest of all things in business and marketing.”

So you can learn the the principles.  You can learn the fundamentals but if you don’t strive for good original ideas you may still struggle.  

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