Billions of dollars are wasted every year on marketing campaigns that can not possibly work, no matter how clever or brilliant.
How do we avoid making marketing mistakes and spending money on campaigns with no results?
The easy answer is to make sure your campaigns are in tune with the fundamental laws of marketing that govern the success and failure in the marketplace.
The first law is the Law of Leadership. It is better to be first than it is to be better.
An example of this law of leadership is illustrated by the following two questions.
1) What is the name of the first person to fly solo across the Atlantic Ocean? Answer – Charles Lindbergh.
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2) Who was the second person to fly solo across the Atlantic Ocean? Answer – Bert Hinkler.
Bert was a better pilot than Lindbergh; he flew across the Atlantic faster than Lindbergh; and he consumed less fuel on his trip across the Atlantic than Lindbergh. Yet who has ever heard of Bert Hinkler?
The key issue in marketing is not convincing prospects that you have a better product or service. The key issue is to create a category you can be first in … hence the interest in “MyStory” marketing because you are the category and you are first in your category. Marketing is a battle of perceptions, not products.
Let me conclude with a couple more examples.
Neil Armstrong was the first person to walk on the moon. Who was second?
George Washington was the first president of the United States. Who was second?
Gatorade was the first sports drink. What was second?
If you are not first in your prospect’s mind, you are doomed to languish forever.
As an Internet Marketing entrepreneur, be sure you avoid the fate of Buzz Aldrin, John Adams, and some unknown sports drink that were all second and will languish forever.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
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