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Timeless Marketing Truth: The Unchanging Truth About Selling Fickle People. |
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Timeless Marketing Truth: The Unchanging Truth About Selling Fickle People.![]() What we want changes overnight; what makes us want it hasn't changed in thousands of years, nor will it change in thousands more. The serious student of marketing can learn much from early analysts of motivation. Here is a bit of George French's " The Art and Science of�Advertising " from the turn of 20th century. . . " We know how to appeal to Smith because we know Smith. � We know what will�please Brown because we know Brown. � We know how�to get our way with Jones because we know Jones. �What advertiser must know is how to get at Smith, Brown and Jones without knowing any of them. �While every man has his personal peculiarities. . . every man and every mind is controlled, in�a large sense and to a great extent, by mind workings which were established before we lived, and are operated in a manner separate from his personality. � Our�minds are. . . more mechanical than we're willing to admit. � That which we loosely call mind is largely automatic expression of�tendencies controlled by physical conditions wholly apart from conscious intellectual or moral�motives or qualities. �What those physical conditions are, and how knowledge of what they're may be used by advertisers, forms body of that new knowledge some like to call psychology, so far as it concerns advertising. " Professor Walter Dill Scott is more specific in his 1908 classic " The Psychology of Advertising " . . . The Direct Command " Now a large majority of people do things because they're told to do them. � It would seem. . . that more people are forced to action by a direct command than by any other�method of appeal. �This is undoubtedly due to fact that great mass of the people do not think things out for themselves. The thinking is done by the small minority and bulk of people accept thoughts of minority. . . " If we will study advertising. . . we will notice that the direct command is used more than any other method. . . " Smoke Blank's Cigars. '� " Use Blank Soap. ' " Let Blank Tailor Make Your Next Suit. '� " Study Law at Home. '� " Be a Trained Nurse'. . . Interest Your Prospects " The association of ideas is a matter of great importance. . . We should find out something in�which your prospective customer is interested �that can be associated in some way with what we are offering. Professor William James put this principle very�clearly. � He said: � " Any object not interesting in itself may become interesting through becoming associated with an object in which an interest already exists. � The two associated objects grow, as it were, together. . . ' To again quote Professor Halleck: � " An eminent�philosopher has said that man is completely at�the mercy of association of his ideas. � Every new object is seen in light of its�associated ideas. . . . ' So " borrowed interest, " Scott shows us, is nothing new. Neither, we shall see, is the " limited time offer. " Work for Quick Action " The tendency for most people is to delay action. �They seem to prefer doing nothing today that can be put off until tomorrow. � It's on account of this condition that so much thought is given to plans and methods calculated to bring about prompt decisions. . . The special sale which has a " hurry up " low price for a limited time; special bargain sale in which�the numbers of articles offered is limited; the special discount if the offer is accepted within a certain time. . . Various methods can be devised by anyone who will give the matter a little thought. � " In conclusion, � we will say that as psychology is only human nature. . . if we learn what average man is likely to think�and do under certain conditions, we can be guided by that knowledge, as human nature is pretty much alike the world over. " The old-timers knew a lot about what makes people buy. Tapping into their wisdom is a great way to make your marketing highly motivating and right up to minute! Recovery and rejuvenation at european beauty clinic |
Your New Rochelle community news from the Sound Shore Express. The Sisterhood of Beth El Synagogue Center of New Rochelle will honor Elise Schepp, a temple board member, Tuesday at 6 p.m. at the annual Goldye James Torah Fund Supper. My Picture Should Be on that Chair. Have you ever felt like if you go to a doctor's office One More Time, you are going to scream? Well I can definitely say I have been there! Still am most of the time in fact. The Daily Checkup: Nothing to sniff at. "In the pediatric population, allergies are more common in males than females" It's springtime in New York and allergies are in bloom. A Mount Sinai specialist has the lowdown on sneezing season. China ETFs Jump Big, But Far Below Peaks. Investor's Business Daily - After selling off hard during the winter, China's stock market and ETFs that track it have notched one of their best weeks in several months. Another jobs loss may sink stocks again. Stocks may already be pricing in a recession, but they havent priced in a very deep one. If this weeks data on the job market and manufacturing are worse than Wall Street is anticipating, investors should not be surprised to see another tumble. Wall Street awaits government plan. While Wall Street faces the biggest overhaul of its regulatory structure since the Great Depression, analysts are already wondering if the plan to be announced by Treasury Secretary Henry Paulson on Monday would help prevent the kind of risky investments that led to the near-collapse of Bear Stearns Cos. Chinese premier vows to promote stable, healthy stock markets: report. Chinese Premier Wen Jiabao said the government would promote a stable and healthy development of the country's stock markets, state media reported Monday. Vetting the BW 50's Investment Potential. BusinessWeek Online - That's because the proprietary screen we use to rank the companies in the Standard & Poor's 500-stock index by their performance -- and then use to anoint the top 50 companies in that ranking as the BusinessWeek 50 -- rewards companies that are growing the fastest. During bull markets, growth stocks do well -- and that was the case with the BusinessWeek 50 companies during the Roaring '90s when they regularly outperformed the major indexes the year after they were named to the list. |
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