|Wednesday June 8, 2011|
"A strong foundation increases the value of everything you do."
"Because this woman has been online and in the marketing world for two years and she is teaching people things that are incorrect," I replied. "It drives me crazy!"
Yes, I will admit it - it makes me freaking nuts when I see this kind of irresponsibility. And I see it all too often. Men and women who tout themselves as experts... yet supply information that's flat-out wrong.
I try to tell myself that she is probably a nice person and she probably believes the advice she is out there hawking.
But I want to shout at the top of my lungs, "STOP!"
It's not as though the right information is hard to find. Hundreds of GREAT marketing tools - books, newsletters, DVDs, and white papers - have been published over the years. These resources explain the fundamentals, the tried-and-true strategies and proven methods that have been making sales for decades.
Of course, this includes the masterpieces written by David Ogilvy, Claude Hopkins, Dick Benson, Robert Cialdini, and Eugene Schwartz. But plenty has been written by successful businesspeople and marketers working today. Experts like Michael Masterson, Clayton Makepeace, Bob Bly, and your very own MaryEllen Tribby. (That's right. The bestselling book I wrote with Michael Masterson, Changing the Channel: 12 Easy Ways to Make Millions for Your Business, is all about direct-marketing fundamentals.)
If the misguided woman I mentioned earlier had only taken the time to study these resources - understand the fundamentals and apply them in a real business setting - then and only then would she (and anyone else in her position) be qualified to proclaim herself an expert.
Then it hit me like a ton of bricks. What bothers me so much about so many so-called marketing "experts" is that they have never built or run a real business.
Often, they run a "copycat" business - a company that's based on a modification of what other marketers do. They simply duplicate it, add a little twist, spice it up with their own little flair, and Shazzam!
Well, guess what? It is a whole different ballgame when you are the one to brainstorm, test, and roll out REAL marketing campaigns. When you are the one to either hire the copywriter or write the copy yourself. When you craft an offer and select the media. Until you:
And, dare I say, you cannot assure yourself of your next paycheck.
Mark my words, until you've mastered the basics, you will always be scrambling to find the next "magic button," the next "instant fix."
Well, it's time. It's time that we say "No more B.S." That we resolve to practice the same thing we preach to our kids: Education is the key. That we sit down and master the marketing essentials that have always worked in the past and will always work in the future. Let's get started.