Take Heed of These Great Marketing Quotes

As a marketer, I’m a great collector of quotes that I believe define our field. In this brief article, I’ll present five that are especially apropos, and apply to every marketplace.

The first is from Jay Abraham, who advertizes himself as the most expensive marketing consultant in the world: he charges $5,000 an hour. I think that makes him worth listening to. He has said, “People are silently begging to be led.” In other words, they want to be told what to do. They’re looking for direction.

From a marketing standpoint, the best salespeople are the ones who are the most confident. They project that confidence, and people respond it; it helps them know what they need to do. Also, in all your promotions, you have to literally tell people exactly what you want them to do, and how they should respond.

The next quote comes from the late, great Gary Halbert: “You learn more from movement than meditation.” So many people want to just sit around, hoping that the right idea will come to them. Well, it won’t. The right idea comes to you when you’re in the process of moving forward, testing a lot of different things, trying a lot of different things, learning what works, and learning what doesn’t work.

The third quote is from one of my mentors, Dan Kennedy: “It doesn’t have to be good, just good enough.” Many markers are perfectionists. Well, don’t try to make it perfect; just get it out there, deal with the details as they pop up, and repair it as necessary.

The fourth quote comes from Russ von Hoelscher, another mentor. He told me this in 1989, just after our first meeting. We were driving back from their airport, talking about the wonderful business of direct response marketing (DRM), when he said, “All it takes is one idea to make a million dollars.” At that time, my company hadn’t made that much yet. It was shortly afterward that we came up with one idea that actually did make us over $1 million. Just think about that. I would amend his statement a little to say, “All it takes is one good idea, well-executed, to make $1 million.”

Last but not least is a quote from the late Dale Carnegie, a truly great man: “We sell to creatures of emotion, bristling with prejudice, and motivated by pride and vanity.” He’s right. It has always been that way, and it will always be that way. That will never change. People buy for emotional reasons.

Lately, I’ve been reading a lot of other quotes from motivational websites. Here’s one from John F. Kennedy that I like. Now, let me set this up for you: in the Chinese language, they use pictographic characters for their writing, and often those characters are made up of two root characters. So for example, in their calligraphy, you often have one word on top of another, and that makes up a symbol that means something different. JFK claimed that in Chinese, the word “crisis” is actually composed of two characters — one that represents the word “danger,” and the other that represents the word “opportunity.”

When most of us think “crisis,” we think of adversity. We think of challenges. I believe it’s interesting that the Chinese word for crisis combines two words, danger and opportunity. Because it’s so true: where there’s adversity, where there’s a challenge, there’s also an opportunity for growth or for experiencing breakthroughs. The thing about the strategies we use to accomplish success is that they’re just theories until you put them into practice. That’s why it’s important to just get out there and do it.

Don’t just read my discussions of these quotes. Think about them deeply, and put them into practice — because that’s where you’ll find your own breakthroughs. They will become a part of your life experience. Knowledge unapplied doesn’t pay any bills. But putting it into practice, writing your first sales letter, creating your first offer — that’s taking the knowledge and turning it into reality. So move forward. Take the information you already know and put it into play — and always keep learning more.

Remember: as Gary Halbert said, “You learn more from movement than mediation.”

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