MarketingInProgress.com by Brett Duncan » Marketing Quotes by Marketing Greats

Dale Carnegie’s Tips for Twitter

Brett — Wed, 19 May 2010 11:33:58 +0000

You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.

- Dale Carnegie

My take: Well, you can’t really go wrong with a Dale Carnegie quote, now can you? And who knew he was such a social media wizard!?!

There are a few takeaways on how to apply this quote to Twitter and social media, and online marketing for that matter:

Do your tweets and updates reflect that you’re interested in what your “friends” are saying? How many @ symbols show up in your tweets? What’s the ratio of comments to posts?
The secret to a successful social media campaign is the same as to a successful life. Don’t complicate it. Take genuine interest in people. Twitter and Facebook are only tools to do that more.
Be patient. I love that Carnegie didn’t say two days. Relationships, offline or online, take time. This is especially important if you are leveraging social media for business success. Commit to the journey.

What other ways can you apply this quote to today’s online marketing landscape?

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David Packard on Marketing Departments

Brett — Sat, 13 Mar 2010 06:46:37 +0000

“Marketing is too important to be left to the marketing department.”

- David Packard,
co-founder of Hewlett-Packard

My take: What a profoundly simple quote! And it’s so true. Really, should marketing be a department? If you’re in business, haven’t you chosen to market something? In addition, why do we need Chief Marketing Officers? Shouldn’t that responsibity fall in the CEO’s bucket?

Mr. Packard realized this. As Andrew Lock often says, “everything is marketing, and marketing is everything.” The box it’s delivered, the tone of your voice on the phone, your automated order confirmation emails, your sign on the building: it’s all marketing. And it’s too big, and too important, for any single department.

Your thoughts and reactions?

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David Ogilvy on Lying to His Wife

Brett — Sat, 30 Jan 2010 22:19:04 +0000

David Ogilvy, Advertising Legend

“Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.”

- David Ogilvy

My take: It’s hard to do regular quotes on marketing and for every one of them not to be David Ogilvy.

I think this has less to do with lying and more to do with not telling the complete truth. I don’t want my wife to not know that her shampoo might make her hair fall out. I don’t want to not know that my son’s crib has a faulty connection. I don’t want to not know what you already know but have chosen not to tell me.

It’s tempting to keep the ugly truths hidden. You could even say it’s your customers’ responsibility to figure out all the facts.

But all it takes is for me to find out one thing about your product that I don’t like and that I think you should have made clearer upfront, and I’ll never buy from you again. How does that sound?

Full disclosure is becoming less and less of a position and more of a prerequisite.

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Dr. Charles Edwards on Advertising the Facts

Brett — Sat, 16 Jan 2010 21:22:09 +0000

“The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.”

- Dr. Charles Edwards

My take: This is horse crap. There are tons of salesmen out there this very second spewing the facts about their product with very empty pockets. There are lots of companies producing products that they know people simply need, and yet they’re completely ignored.

Facts don’t sell; stories do. Moving your customers’ emotions sells. Facts may help retain customers, making them feel good about the decision to buy in the first place, but facts don’t sell.

Do you disagree?

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P.T. Barnum on Promotion

Brett — Thu, 19 Nov 2009 12:32:49 +0000

PT Barnum - The need for promotion

“Without promotion, something terrible happens ….. Nothing!”

- P.T. Barnum

My take: Kevin Costner got lucky. You can rarely simply build it and then see people coming from miles around. Even though the product itself should be its own best promotion, it still needs you to light the match and fan the flame.

Oh, and overnight promotion doesn’t work. Promotion that works is consistent and persistent. A dripping faucet, if you will.

This is part of a somewhat weekly series on Marketing Quotes by Marketing Greats. Read them all. Similar Posts:

Nile Rodgers on Repetition

Brett — Thu, 23 Jul 2009 11:51:53 +0000

Any real record person knows that the number one most

Nile Rodgers - studio legend

powerful marketing tool when it comes to music is repetition.

- Nile Rodgers

My take: Do you really think half of the artists at the top of the charts would be there if some radio station hadn’t decided to just keep playing it until it became a hit? I mean, does the song get repeated because it’s good, or is it good because it gets repeated?

While the effect of repetition in a marketing strategy might be declining just a bit in the digital age, it’s still pretty powerful. Most people are on Twitter because it’s the new shiny object. Haircuts and fashion (ala Jennifer Anniston and Friends) become popular simply because of constant exposure. The space between #1 and #2 is infinity (just ask Tom Watson).
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John Sculley on Marketing Data

Brett — Thu, 11 Jun 2009 18:44:19 +0000

“No great marketing decisions have ever been made on qualitative data.”

John Sculley , former President of Pepsi and CEO of Apple, currently part of Scully Bros. LLC.

My take: Somewhere between an extremely educated guess and a gut feeling is where innovation greatness most often occurs. However, those great guesses and gut feelings are nurtured only by knowing your customer inside and out so that you know what it is they actually want and need.

This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here.

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Marketing Quote on Passion

Brett — Thu, 04 Jun 2009 09:56:35 +0000

“He who has a thing to sell and goes and whispers in a well is not so apt to get the dollars as he who climbs a tree and hollers.” – author unknown

My take: Wow! The real question here is what are you willing to climb a tree and holler about? If you’re looking for a job, be sure it’s something holler-worthy.

Peter Drucker on Target Markets

Brett — Thu, 28 May 2009 09:47:50 +0000

Peter Drucker - Management Great

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
Peter F. Drucker

My take: When I first heard this idea from Seth Godin, I had trouble agreeing with it. It seemed to me that if you made a product great enough, you could pick from several target audiences. Since then, I’ve seen the light.

As a marketer, your job is to solve problems for your customers. Your product is just a means to that end. Your service is simply the vehicle.

This post is part of the weekly series Marketing Quotes by Marketing Greats, posted every Thursday at MarketingInProgress.com (beginning January 1, 2009). Read every marketing quote by a marketing great entry here. Similar Posts:

Robert Collier on Success

Brett — Thu, 21 May 2009 10:56:10 +0000

“Success is the sum of small efforts, repeated day in and day out.”

Robert Collier - Self-Help Expert

Robert Collier

My take: The more you hear from truly successful people, the more they underscore Collier’s point above. What is your daily method of operation? Everyone is capable of doing something really big once, but very few of us are diligent enough to do the little things between now and then.