"Success in marketing is simple … Find the right message, use the right media, and deliver it to the right market." — Creator of "Magnetic Marketing," Dan Kennedy, who’se my mentor and the inspiration behind this book.

Welcome to "The 10 Commandments of Power Positioning!" The following book is packed full of powerful marketing secrets that will help you and your business enhance its image and increase its business… Effortlessly!

Read the rest or post a comment »

The following is probably the greatest commandment in “Power Positioning.”

Now that we’ve talked about lead generation advertising, the next step is where to advertise. And the trick to having as many pre-qualified prospects come forward is to have your ad noticed and read by such a specific group of people as much, as often, and as effectively as possible. General publications won’t do that and they cost a lot of money… That’s cost-per-lead money.

Specialized publications, on the other hand, have the distinction of appealing to a specific audience and thus increase the chances of it being noticed as well as read. Why? If one newspaper has a readership of 100,000 but only 25,000 fits into your demographics, where another has only 40,000 readers but all of which fits into your demographics (because the publication is specialized), which one do you think will give you the greatest response?

Read the rest or post a comment »

The severest test of an advertising man is in selling goods by mail. But that is a school from which he must graduate before he can hope for success. There cost and result are immediately apparent. False theories melt away like snowflakes in the sun. The advertising is profitable or it is not, clearly on the face of returns. Figures which do not lie tell one at once the merits of an ad.

This puts men on their mettle. All guesswork is eliminated. Every mistake is conspicuous. One quickly loses his conceit by learning how often his judgment errs — often nine times in ten.

There one learns that advertising must be done on a scientific basis to have any fair chance of success. And he learns that every wasted dollar adds to the cost of results. Here is a tough efficiency and economy under a master who can’t be fooled. Then, and only then, is he apt to apply the same principles and keys to all advertising.

Read the rest or post a comment »

To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman's standards.

Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

Read the rest or post a comment »

An interesting debate is raging among copy writers, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.

According to prolific copywriter Nick Usborne of Excess Voice, a recent survey conducted among the readers of his newsletter of the same name offers some interesting results. They seem to be split almost three ways: one-third consists of copywriters, another content writers and the final third both.

But it’s wrong.

Read the rest or post a comment »

Here’s a reprint of an answer I gave a student in another forum who asked:

“Long copy? Or short copy?”

1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always outperforms short copy. Don’t be long for the sake of being long. Be long for the sake of providing as much information as is needed to make the sale — and not one word more.

2. People object to reading copy because: a) they are not targeted and b) the copy is boring. “Length” is the excuse because it’s a common currency. “Boring” is subjective. “Long” is objective. When copy starts to bore you, you naturally are inclined to say it’s “too long.” It’s too long because of the fact that it started to drag, causing the reader to lose interest.

Read the rest or post a comment »