The Most Important Marketing Lesson

25 replies
When you buy an IM instructional product, you are likely missing the most important lesson and it's usually not in the content that you purchased.

Often times, the best lesson comes from the actual sales process that got you from being a prospect to becoming a paid customer.

What made you interested? What part of the sales copy made you decide to buy? How did the seller present followup offers? Did you buy those? Why or why not?

I have made it a habit to notice these things every time I make a purchase, whether it's laundry detergent or a WordPress plugin. It's a fun game to play that makes a huge impact in the way you start to comprehend different marketing techniques.

In a nutshell, the most important marketing lesson to you should be understanding the reason you made a purchase.

(Oh... and knowing what tricks or techniques worked on you may keep you from making compulsive purchases in the future.)
#important #lesson #marketing #missing
  • Profile picture of the author AndrewCavanagh
    Great post.

    Many marketing breakthroughs come from simply paying attention to what's going on when you're considering buying.

    Extending your idea if you're marketing something do you go through the process of buying your product yourself from first contact to purchase to what happens after you purchase.

    And through that process think like you were one of your prospects.

    That can be an amazingly revealing process.

    Kindest regards,
    Andrew Cavanagh
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  • Profile picture of the author Paul Barrs
    Terrific idea.

    I have a folder that where I keep a number of screenshots for similar things. The original email... the sales letter... the OTO / thank you page etc. If I like it I keep a copy of it for later reference.

    Even if it's just a good looking squeeze page - if it got ME to opt-in, chances are I can model it to get others to opt-in for my own... again, I print out the thanks you page, the follow up emails etc - the whole lot.

    In the world of "sales copy" we add such things to our "swipe files" - exactly the same idea... just keep a copy of the "process" not just the page.

    Paul Barrs
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  • Profile picture of the author E. Brian Rose
    Yes, Paul, I agree. Swipe files are important for copywriters, email marketers, and web designers. Most people know that. What they don't know is they should be creating complete funnel swipe files, as well!
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    • Profile picture of the author Lance K
      Originally Posted by E. Brian Rose View Post

      Yes, Paul, I agree. Swipe files are important for copywriters, email marketers, and web designers. Most people know that. What they don't know is they should be creating complete funnel swipe files, as well!
      True. It's like when a new product is launched and people complain about 14 different people sending a cookie cutter affiliate email. Rather than try to figure out how the vendor got so many affiliates to promote, they complain about getting promotions from people they signed up to learn marketing from.

      Some people really take the "do as I say, not as I do" mantra to heart. What they need to do is take the time to analyze for themselves whether it's the "say" or the "do" that's making the person they're listening to successful.

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  • Profile picture of the author sal64
    ha ha ha... the best and oldest method. I always follow the process that others use.. especially the big guys.

    I also always encourage students / clients to look between the lines for any training I offer. So in effect the training becomes a case study for them to learn from.

    Sal
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  • Profile picture of the author WillR
    Spot on.

    Although being a marketer does, I find, give you a different (more skeptical) set of eyes to the 'normal' person. So even if a salespage doesn't manage to draw me in, if it's still popular among the masses I will often buy the product just to check out the funnel they got going on.
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  • Profile picture of the author Trevor M
    Great post!

    I always look at certain aspects of the sales funnel and try to mimic them in my own way... like the sales copy and e-mails.

    But I've never really thought about taking notice of the sales funnel as a whole. I guess I've been too busy noticing them individually to look at the big picture.

    - Trevor
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  • Profile picture of the author KickAss Marketing
    The Most Important Lesson in Marketing is to think if you really need the item or you just want to have it. Sometime we will think that "hey, i need this stuff" but the truth is we just really want to have it because we want to.
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    • Profile picture of the author sbucciarel
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      Originally Posted by Don Adrian View Post

      The Most Important Lesson in Marketing is to think if you really need the item or you just want to have it. Sometime we will think that "hey, i need this stuff" but the truth is we just really want to have it because we want to.
      I never buy that way. I buy products that will enhance my own business. The sales page, funnel and all that junk are not important to me. I buy based on the reputation of the seller ... whether it's someone I've grown to like and respect in the forum and they have a product that I could use.
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    • Profile picture of the author WishfulDoing
      This is a great idea - to observe yourself as the buyer going through a process.

      I had this experience just today, in fact. I started reading a WSO title, one word of interest lead me to open the thread, the first several lines of copy above the fold made me think, "Maybe this might be good. I'll just read a little more." I scrolled down to read the first review, the second. I found myself saying, "I'll just read one more review." Before long, I was reeled in. This is unusual for me as I try to stay away from WSO's.

      It made me realize how making a sale is a gradual building process.
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    • Profile picture of the author sal64
      Originally Posted by Don Adrian View Post

      The Most Important Lesson in Marketing is to think if you really need the item or you just want to have it. Sometime we will think that "hey, i need this stuff" but the truth is we just really want to have it because we want to.
      I am a bit perplexed in your answer. The OP was about being a marketer as opposed to being a buyer.

      Sal
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      Internet Marketing: 20% Internet - 80% Marketing!
      You Won't See The Light Until You Open Your Eyes.
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  • Profile picture of the author jamesgan
    Yes, you are right Brian. Thanks for sharing
    Step into foot of the customers are the best way of marketing...
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  • Profile picture of the author Randall Magwood
    That's a good point Brian. This is like playing customer and seeing everything that a seller does to make even more money from you. Then you can go and use their strategies on the prospects and customers in your niche.
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  • Profile picture of the author marketwarrior06
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    i think its one of the oldest and good method. though i have never used it .
    don't have much time to invest in them
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  • Profile picture of the author casablancas
    Very good point. Keep things simple.
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  • Profile picture of the author williamk
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    I always keep a notepad close to me whenever I am online. Who knows when an oppurtunity arises. It helps keep track of things too.
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  • Profile picture of the author EddieWade
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    I agree, this is a great post!
    Discover, learn, practice. This is the lesson :-)
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  • Profile picture of the author Yulia from DNP
    Totally agree with your post.
    |I often have to deal with cases where you i need to ask people: " Would you buy this"?
    Always, always , we need to remember to think like a costumer.
    Having to deal with promoting day in and day out, week after week, you forget how everything looks from the other side.
    In the end, its all about the costumer and triggers.
    We all will become better webmasters if we will keep in mind to look at things like a costumer.
    If im already on the subject, it goes for everything in life ; )
    When you take a step back and think of how everything looks for the other person.

    Good luck!
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  • Profile picture of the author dlo2592
    As a newbie, it can be difficult to get my head thinking outside the box at times. Thanks for the value, man!
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  • Profile picture of the author jpsween88
    Great tip! With so many different niche products it can get over whelming with offers. Go with your gut, if it feels wrong or like they are not giving you enough information to make the purchase dont do it.
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  • Profile picture of the author Instructor
    Nice post. And I will actually track the process from the end to the beginning.
    Reverse engineering at its finest.
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  • Profile picture of the author mattysaff
    I am agree with you, Very important thing you discuss in this post.
    Discover new thing , learn, then practice it.
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  • Profile picture of the author vonne
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    • Profile picture of the author Alminc
      That's great advice Brian, and that's exactly what I've been doing for a long time now. When I'm reading a sales page (even if I am considering purchasing) I always analyze the copy as copy. When you start doing that, you are no longer just a potential customer targeted by that copy, you are putting yourself in seller's shoes and your mind can't be hypnotized. You learn instead, it's like free coaching : )
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  • Profile picture of the author michaeljcheney
    Yes - could not agree more.

    Millionaire I may be but I still buy the products of others to see how they market, how they treat their customers and what their internal processes look like (sounds medical, it's not!). :-)
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  • Profile picture of the author larry1113
    Yeah great post. I've been getting into that habit big time. It's helpful to actually save each webpage of a marketing funnel into a folder on your desktop and study them.
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