NO MATTER HOW YOU BUTTER IT, IN THE END IT COMES DOWN TO THIS:

Marketing is the art and science of informing / guiding / manipulating / luring a select group of people how to feel, think, and buy within a certain time frame.

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Styles of Marketing

a) Informing (examples, magalogs, press releases, case histories, newsletters, magazine articles) > Purpose is to educate the consumer, to change his perceptions (since opinions are tough to change) that will, in turn, change his buying behavior or preferences. Sales talk is not heard.

b) Guiding (=soft sell examples: advertorials, teleseminars, image ads, consulting sales) > Soft sell that informs and nudges the buyer gently.

c) Manipulating (=hard sell examples: direct response, direct sales) > You see this on the internet a lot: “Killer copy, money-suck, limited time offer, limited quantities, damaged goods sale, count-down timers, this opportunity will be missed, price will go up, etc.

d) Luring (examples: product design, luxurious travel photos, exclusive membership, new fashion, slimmer you) Often done with pictures, video, and little copy. Imagine that you are here, imagine what it would look like in your home, wearing one of the 437 iPods with cool white ear-phones will … (fill your desire here)

It’s not the numbers that differentiate a great marketing plan, by the way,” Hiam adds. “It’s the honesty and strength of the core message. Do you have something important to offer, and do you explain it well, to the right people, and make that message easy for them to find? A 15 percent improvement in the honesty and strength of your message is a better investment by far than a 50 percent increase in the budget for a lackluster program.

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