Marketing Quotes

The biggest mistake businesses make is advertising before they have become well known. [2005] - Jeffrey Gitomer

An ad campaign can have value if it employs testimonials. [2005] - Jeffrey Gitomer

In marketing, a rule of thumb is to do your market research first. "Know your customer." [2005] - Robert T. Kiyosaki

Ad agencies are generally for big corporations or established businesses. [2005] - Robert T. Kiyosaki

There are three price points for any product. The lowest-priced product, the highest-priced, and the middle-priced. The worst price to be is the middle price. Nobody knows who you are. The trouble with being the lowest-price product is that someone is always trying to beat you. Someone will find a way to sell the same product for less than you. To win the lowest-price competition, you have to make less and less money. On top of that you have to deal with cheap customers. [2005] - Robert T. Kiyosaki

The higher the price, the fewer the customers, and the more precise you need to be in your marketing. Instead of discounting down, bonus up. Instead of looking for new products to sell, look for new customers. Many of us like letting people know we spent a lot of money for a product only a few people can or will afford. [2005] - Robert T. Kiyosaki

If you don't know something, ask someone who does know. On the flip side, don't be a pest and ask for too much help. Read books about great entrepreneurs such as Edison, Ford, and Gates. [2005] - Robert T. Kiyosaki

The headline contains an important consumer benefit, or news, or arouses curiosity, or promises a reward for reading the copy. It is the words, not the pictures, that do most of the selling in an advertisement. [2005] - Robert W. Bly

Some factors that enhance the readability and eye appeal of a layout: 1. Headline set in large, bold type. 2. Space between paragraphs increases readability. 3. Copy should be printed black on a white background. 4. Short paragraphs are easier to read than long ones. 5. The lead paragraph should be very short--less than three lines of type, if possible. [2005] - Robert W. Bly

A coupon boosts response between 25 and 100 percent. Asking the reader to send in a letter reduces response but produces highly qualified leads (people with genuine interest in the product). [2005] - Robert W. Bly

Use a slogan if your product's key selling proposition or its nature can be summed up in a single, catchy statement. The danger with slogan is that some are too narrow and pigeonhole you in a specialty, while others are so broad-based that they lose any real meaning or applicability to your business. [2005] - Robert W. Bly

Classified advertising works best when you use a two-step direct-marketing technique. In step one, you run a small classified ad to generate an inquiry, which is a request for move information about your product. In step two, when people inquire, you send out an inquiry fulfillment kid, which is a sales package promoting your product. [2005] - Robert W. Bly

The way to measure classified ad response is to count the inquiries and divide the cost of the ad by the number of inquiries to determine the cost per inquiry. For instance, if it costs you $100 to run a classified ad and you get 100 inquiries, your cost per inquiry is $1. A successful classified ad will generate inquiries at a cost of between $.50 and $2 per inquiry. [2005] - Robert W. Bly

Effective words and phrases to use in your classified ads include: free, new, amazing, now, how to, easy, discover, method, plan, reveals, show, simple, startling, advanced, improved, and you. [2005] - Robert W. Bly

Start your sales pitch right away with headlines and copy printed on the outer envelope. Use a teaser only if it contains an irresistible message that will compel the reader to open the envelope. Often a blank envelope-one with no teaser--is more effective than one with a teaser. Use a plain white or off-white envelope. [2005] - Robert W. Bly

Every direct-mail package should contain a letter; flyers and brochures are optional. Use a flyer when you are selling products that are colorful or visually impressive. The package should have a natural flow from outer envelope to letter to flyer to reply card. [2005] - Robert W. Bly

Use a plain outer envelope with no copy, not even a return address. The mystery of such a mailing is irresistible. [2005] - Robert W. Bly

80 percent of readers will read a P.S. [2005] - Robert W. Bly

Envelopes addressed with labels are as effective as envelopes individually typed with the recipient's address. Addressing envelopes by hand reduces response, perhaps because it looks amateurish. [2005] - Robert W. Bly

A preprinted postage permit or postage-metered envelope outpulls an envelope with stamps. [2005] - Robert W. Bly