Today’s post will teach you how marketing evolves over time—and reveal a simple trick which will shield you from damage from the rapid changes.
This article explains a bit about the evolution of marketing.
It explains how “Buy <brand> Soap!” used to work as a marketing strategy—this statement is then contrasted by today’s ads: “Buy Axe Bodyspray And Get Laid!” (not exactly their message, but close).
The article underlines what Eugene Schwartz and many others knew:
Marketing evolves.
There are two central ways in which it does:
1. The means of marketing change.
Claude Hopkins wrote many direct mail sales letters.
Bencivenga wrote many magalogs.
Online came along.
The VSL.
(the people who invented those media knew what you’ll learn at the end of this post)
The vehicle for getting marketing messages to the people changes.
Every once in a while, a new, super-effective way to do marketing is discovered. Then, consumers “get it” and the medium becomes much less effective.
The second thing that changes:
2. The marketing messages.
“BUY THIS!” Is rarely a good appeal today.
Tomorrow “Buy this and get laid” might be a bad appeal.
People’s sophistication level and desires change.
And so marketing changes.
Imagine you bought a few courses on how to sell products. You went through the courses and applied the knowledge.
A few failed attempts later, you *finally* strike gold!
The product makes you money. It’s all well and good…
…until your claims lose power. Your VSL doesn’t convert anymore and your CTRs vanish.
What do you do?
You did exactly what the courses told you and it’s not working anymore.
You learn what your courses have built on:
The proven persuasion principles. To let you in on a little secret: Nothing is ever new in the world of persuasion.
The principles are thousands of years old. All that’s new is their application.
If you knew persuasion, not just how to put a product out there, you could have clarity why your claims don’t work anymore.
You could know how to adapt your marketing so your product could keep selling.
Learning persuasion is hard. As is learning anything. I’m by no means a master at it. I’m a student like you.
But while it’s hard, it’s also worth it.