Timeless Resource
81 Year Old Advertising Book Reveals Secrets to Online Success – by Stephen Mahaney  

Originally written way back in 1923 by Claude Hopkins, Scientific Advertising is, to this day, considered to be the original source of many, if not most, of the immutable marketing concepts that drive successful direct response marketing campaigns even today – more than 80 years after publication!

What's interesting is how the so-called new paradigm of online marketing has seduced so many otherwise rational people into ignoring, forgetting, or never-even-learning these basic concepts of salesmanship-in-print. Still today, there are plenty who believe that top search engine ranking is the solitary key to online success. They're wrong!

Search engine ranking is only one ingredient in the online success formula. Yes, it's an important building block – perhaps even the cornerstone of a successful online endeavor. But, there are so many other pieces that, when working in sync, help create the kind of success that's flexible, self perpetuating, and lasting.

Let's face it, we all know that the engines are fickle. Stategies that work one year are out of favor the next. While it's true that NEW customers tend to seek out services through searching the engines, repeat customers like to do business with companies they already trust. That said, it's clear that it's important – invaluable really – to understand your customer. . .

• Customers like to be courted.

• They expect to be appreciated – treated as though they're special because, in their mind, they are special.

• They like to be assured – they want YOU to take the risk. They want a guarantee!

• Customers buy benefits, not features.

• They are influenced by endorsements – they're looking to hear the opinions of people they trust and respect.

• Once they're looking to buy, customers respond to headlines. They want to hear the whole story and they don't mind spending the time it takes to hear it all – but, they will not tolerate being bored!

• They are...