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Top Marketing Guru Shares Success Secrets: Interview with Marketing Guru, Joe Vitale (Part 3)
BACKGROUND: Joe Vitale is an explosive, results-only marketing consultant and the world’s leading Hypnotic Marketer. He is the author of several books, including his book “Spiritual Marketing”, the best-selling e-book “Hypnotic Writing”, and the best-selling Nightingale-Conant audio program, “The Power of Outrageous Marketing”.
INTERVIEW: I had the honor of interviewing the marketing guru, Joe Vitale, in 2002 for a full hour. Although it was four years ago, his wisdom for achieving success in business and life is still timeless. In this 3-part interview, we cover topics such as: hypnotic marketing, the 5 principles of spiritual marketing, the secrets of top marketers like Madonna and Trump, and their TARGET marketing formula. This is part 3 of the series.
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Q: In the section on your website, where you have “Unspoken Marketing Secrets”,
There was one principle in particular that appealed to me both as a speaker and as a strong advocate.
The Body Shop, CEO, Anita Roddick’s approach to marketing. In her book “Body and Soul”, she
he says his company never advertises. That’s all the marketing strategy has been done
through storytelling. With storytelling as your #1 tip, you can explain what it means
for you from a marketing perspective?
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J: I think advertising is another neglected tool. Many people are skeptical of advertising, saying things like “it doesn’t work” or “it’s too expensive” or “it doesn’t give results”. Yet with a little research I can see example after example where advertising has transformed businesses from nothing to colossal businesses.
In fact, during the Great Depression, companies that continued to advertise are still alive today. Advertising is enormously powerful, but, of course, it must be done well.
They usually don’t encourage small businesses to do any advertising because it’s expensive. I’m all for street smart guerilla marketing. I’m all for “free” marketing. As Anita is. You will notice that she is also practicing just about all 10 points I talk about in my program tape Nightingale-Conant.
She does mega-publicity events. He is obviously an author. She makes media appearances that seem “free” to me
advertising So you don’t have to pay for it.
D: Looking at a timeline as to what makes real marketing success, what
rules or principles you feel challenged at the time? Ie., will they still be there, always were they?
Any or two that come to mind?
J: What a wonderful question. The formula that has been around for 130 years is AIDA.
A… you attract attention
I… you have his interest
D … you create the desire
A … call to action
That could simplify the whole process. But anyone who follows these principles will likely do well — online and off. I updated that formula with TARGET – mentioned in my old book “Cyber Writing: How to Promote Your Product or Service Online Without Being Flamed”. I updated AIDA with the TARGET phrase.
T … Target your audience. Too many people try to go for everyone in the world. Not everyone will be your customer or prospect. You should aim at who they are. Find out what they’re reading and what they’re watching and go that route directly for them.
A … Get their attention.
R … Raises his emotions. Because people buy for emotional reasons and justify what they buy with logical reasons.
G … Guarantee what you offer. Guarantees are very powerful. You must, must guarantee. Even if the law requires you to guarantee, putting it in writing always increases the results.
And … Offer evidence or testimony. I have often made sales letters that have been 90% testimonials of satisfied customers raving about the product or service that I sell.
T… Tell them what they do. Here is the call to action. I’ve seen many ads that rave about the product, but they don’t tell you how to get it. Tell them what to do and give them all the information.
This formula of TARGET seems to work for all marketing as a basis to start.
Q: Are there any particular rules or principles of marketing success, given,
we are in a cybernetic world, what will change or will new ones emerge?
J: I don’t know if I’m the best to answer that. My history as a futurist has been terrible. Five years ago, Mark Joyner with Aesop Marketing asked me to give him any of my books – published or unpublished – and released them as an e-book.
I kept rejecting it for 2 whole years because I thought “who is going to buy an e-book?” I have 5000 hard books. You can watch them. You can keep them. You can take it to the bathroom with you. So I didn’t think anyone would buy an e-book.
Finally, after 2 years, I ga 9ve him an old book of mine and said “Put this online and see if you can sell it. He didn’t think I could sell one. Well, it’s “Hypnotic Marketing” and we sold almost 100,000 of those. So I don’t know if I can produce where any of this goes.
I invented e-classes about 2 years ago. E-classes are a high-end way to teach what you know only by email. I didn’t know I wanted to. I followed the principles I wrote. Came from my heart. I just bubble up with it and act on it. And he found, wow, that people are going to pay for it.
The thing that comes to mind is that people never change. Technology changes, Customs changes, The scenery changes.
People during PT Barnum’s time were all interested in food, love, romance, more money. We are all interested in the same things today. How we reach them, how we convey our interest in them will probably change. So I don’t know what comes next.
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Q: My final question is more on a personal note. I would like you to plan
in the future at a time when you are a vibrant and prosperous 80 year old … but lower
key, complete and proud of all your achievements. And you get closer
Bill Moyers because he wants to write a biography of you. If this is yours
legacy hard, your last communication to the world, that you want people
do you know about yourself and what your life or your business meant?
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J: That’s a gloriously wonderful question. I’m impressed you asked it the way you did. (Pause) I would say that my goal in life has been to help people to achieve their dreams. What I hope I have done is to inspire them, and also to show them, how to achieve their ideals, their dreams, their miracles in the fastest, easiest and most fun way possible.
Somewhere in my 40s, I discovered that there is a ladder in life and you don’t have to climb the rocky mountain road. You can actually go to the other side and there is an escalator where you can slide down. And I did my best to tell people where I was.
Denise: I sincerely thank you for your time. It has been an honor and a privilege.
Joe: This was surprisingly more fun. I thought you were asking me a lot of boring questions, *but you were more authentic in your questions and deeper in your exploration. Thanks for asking. You made my day.
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