I’ll bet you want to find out how to get more qualified leads, prospects, clients, and sales?
I’ve received a lot of questions in the last couple of weeks about what are the best sources for practical information on marketing – especially online.
One of my specialties is to look across industries, find best practices, and test to see if what I learned applies to a particular industry. This method has helped me introduce new marketing methods and systems for many products and brands.
There is NO magic bullet for marketing, especially in this economy, even though there are a lot of marketing pros searching for it, and a lot of hucksters promoting it.
Like many industries, marketing is an evolving science. I say science because if you are doing it right, you don’t spend a dime on marketing without a strict measurement system in place – that means a well-thought-out-system [including Math] to check the results!
This next statement is going to surprise you. Please let me explain.
Two of the best sources of advertising knowledge today come from an early advertising copywriter, John Caples, that wrote “Tested Advertising Methods” in 1932, and Claude Hopkins, an engineer and inventor that wrote “Scientific Advertising,” also in 1932.
Most of their principles for testing marketing and advertising work today – you just apply their methods to traditional advertising AND online. I read these books early in my career and have worked to apply what they taught me to direct mail, traditional advertising (print, TV, radio), and online.
I use systems to measure and quantify results to find out if a marketing component or campaign is working. It’s extra work but it takes most of the guesswork out of advertising and saves huge $$ in the marketing budget.
The more recent book that will help you learn the new marketing and PR paradigm is written by a friend, David Meerman Scott.
There have been thousands of books written about marketing, advertising, and PR from 1932 to today. I’ve studied a lot of them.
If you will combine the fundamentals from the earlier books and add New Rules, you’ll go a long way to gaining an in-depth knowledge of practical advertising and marketing that works to increase your qualified leads, prospects, clients, and sales – for the lowest cost / customer.
Let me know what you think!