Marketing is too full of rules and not enough principles.
Let me "mansplain" it to you.
In the words of Robert McKee, author of "Story",
A rule says you MUST do it this way.
A principle says "this works...and has throughout all time."
What are some "rules" in marketing?
You must nurture your email subs with "valyoo".
Always have a tripwire in your funnel.
Red CTA buttons are the best.
Long copy doesn't work anymore.
Video always beats writing.
Email marketing is being replaced by Facebook bots.
A 5 day soap opera sequence is the best type of email.
What about some principles?
Questions engage people and get attention.
Stories persuade us naturally.
People buy for emotional reasons over logical.
We pay to solve problems and the more urgent the problem, the more we'll pay.
Curiosity is a powerful force for selling.
People buy things for their own reasons not yours.
See the difference?
Rules are always absolutes. Only a Sith deals in absolutes.
Principles on the other hand are as true today as they were 20,000 years ago.
So what's the point?
Well, the first is if somebody is telling you how you MUST do X or Y, chances are good they don't know what they're talking about.
Secondly, the more you focus on principles, the more likely you'll be successful - especially in advertising and sales.
Try developing a checklist of proven principles every time you write an ad - if you like, maybe I'll create one to give away.
In the meantime, my book Introverted Selling Secrets is FINALLY ready to hit the publishers. (I've been putting it on the back burner).
You can get it here before it goes to the masses on amazon.
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