Chapter 4 outlines several key marketing principles designed to improve selling techniques and effectiveness. It emphasizes that longer, detailed advertisements typically yield better results, highlights the importance of clear and specific messaging, and suggests that effective marketing should focus on customer needs and perceptions rather than superficial claims. Additionally, it discusses the significance of building customer relationships, leveraging referrals, and treating customers as intelligent individuals who are not easily misled.

1. Chapter 4
Superb Marketing
Principles

2. Objectives
• After going through this chapter you will be
able to understand:
– The very best in marketing truths
– 17 marketing principles
– The work is your life and it is fun
– Be specific
– Negative factors do not sell
– Business is the best kind of investment

3. Introduction
• Academics and marketing research
brainstormers have been observing,
examining, analyzing, comparing and
recording everything that has produced results

4. Introduction
• We can dig out the basic fundamental
principles of selling and market promotion
from them
• Make use of them and achieve a spectacular
success in the market

5. Superb marketing principle – 1
Long copy outsells short copy
• It is a fact that longer the story the more the
number of the copies it sells
• People look out for all the relevant
information so as to make a buying decision

6. Superb marketing principle – 1
Long copy outsells short copy
• They want all queries and doubts cleared
• The more words, space and time you take to
advertise a product, the more successful you
turn out to be in the market

7. Superb marketing principle – 1
Long copy outsells short copy
• This does not rule out that less detailed,
shorter – in dimension and duration
• It will be proper to come out with full details

8. Superb marketing principle – 1
Long copy outsells short copy
• It will not be sufficient if you stop the
campaign with a small, insignificant ad
• The full display ad will entice the prospects to
look out for the full-blown out sales package
will do the magic

9. Superb marketing principle – 1
Long copy outsells short copy
• So, if you must be aware of the fact that
pinning all hopes on smaller marketing tools
will not be sufficient enough to get a desired
level of selling. Long copies outsells short
copy!

10. Superb marketing principle – 2
The toll free phone calls and
discount coupons
• Most of the people ignore an ad giving out a
listing of telephone numbers
• Free phone calls facility boost the response to
the ad

11. Superb marketing principle – 2
The toll free phone calls and
discount coupons
• A discount coupon to an ad leaflet will
obviously increase the response
• A sales letter without the accompaniment of a
coupon is discarded

12. Superb marketing principle – 2
The toll free phone calls and
discount coupons
• There a certain negative points for free phone
facility
• They have nothing to lose, you are the
sufferer

13. Superb marketing principle – 2
The toll free phone calls and
discount coupons
• Your valuable time and money go in waste
• Such seriously motivated people do not
bother about shelling out a few coins

14. Superb marketing principle – 3 A
picture is not worth a thousand
words
• We include a photograph in an ad very rarely
• A photo can create a sort of puzzle in the
viewer’s mind

15. Superb marketing principle – 3 A
picture is not worth a thousand
words
• A beautiful shiny picture of a new model car
can be seen in an ad placed by Ford motors
• It should be seen that the picture does not
crowd out the vital information the ad carries

16. Superb marketing principle – 3 A
picture is not worth a thousand
words
• Another noteworthy aspect is that if you add a
picture in the ad the reader will think that you
will stand up to the promise
• Setting your ad material wisely is an ideal way
out for any marketing campaign

17. Superb marketing principle – 4
Superficial statements do not sell
• People are fed up with superficial and general
statements such as:
– Super quality
– Fantastic price
• People have an allergic attitude towards such
tall claims

18. Superb marketing principle – 4
Superficial statements do not sell
• Give an exact idea of what you are offered for
a prospective customer
• For e.g.
– Loose 12 kg in a week or get your money back
– Now your car insurance is 15% cheaper

19. Superb marketing principle – 4
Superficial statements do not sell
• You give the exact information that is
information to the point
• Avoid making glittering generalities

20. Superb marketing principle – 5
Positive factors outsmart negative
• It is never appreciable to arouse the fear
factor in the minds of prospective customers
• Making people good on the contrary makes
them buy

21. Superb marketing principle – 5
Positive factors outsmart negative
• E.g.
– If an auto repair company shows the picture of a
smashed car people on seeing the picture feel bad
and automatically an association of the auto
repairing company and smashed up car frames up
in their mind

22. Superb marketing principle – 5
Positive factors outsmart negative
• There are more corrective ways of giving
negative notions such as
– If the ad of walker shows pictures of before and
after use of it a prospective buyer would definitely
be attracted

23. Superb marketing principle – 5
Positive factors outsmart negative
• An ad that acts as testimony fostering a
negative approach that turns on wonderfully is
that of the mouth wash listerine – “It says the
taste that you hate twice a day”

24. Superb marketing principle – 5
Positive factors outsmart negative
• You may make a negative statement but do
not direct it outward to the prospective buyer
• For e.g.
– A TV. commercial in U.S. depicts a car mechanic
at work looks much tired and irritated making a
loud and clear comment, “This car needs $1500
in repairs”

25. Superb marketing principle – 5
Positive factors outsmart negative
• So, try to avoid negative advertising
• Beware – a negative ad can backfire at times

26. Superb marketing principle – 6 A
sales letter – No, a missive from a
friend
• Sales letters are called so for all their sense
and meanings
• The more your sales letter take the form of
friendly helpful missive from one of your
friends the more it penetrates the minds of
prospective buyers letter

27. Superb marketing principle – 6 A
sales letter – No, a missive from a
friend
• A business letter to have a friendly look must
have certain designs such as:
– Its font - Avoid super special type styles and fonts

28. Superb marketing principle – 6 A
sales letter – No, a missive from a
friend
• Most important point at this outset is not to
use capital letters, which makes it difficult for
the customers to read
• They may have a feeling of a “loud uttering”
and you lose your goal

29. Superb marketing principle – 6 A
sales letter – No, a missive from a
friend
• A sales letter differs from an ordinary letter in
certain aspects
• It will have a headline which an ordinary
letter would not

30. Superb marketing principle – 6 A
sales letter – No, a missive from a
friend
• Generally speaking, a sales letter has to be a
typed out one other than a printed one to
create a friendly look and effect

31. Superb marketing principle – 7
Sell solutions – not products
• A product that solves a serious problem, that
is what it means by saying ‘selling solutions’
• The more significant is the problem and the
more effortless and cheaper the solution it
makes wonders

32. Superb marketing principle – 7
Sell solutions – not products
• The price will not be a deciding factor as
long as it does what you claim to be done
• If you succeed in convincing the customer
that your stuff delivers, you are in a blue
ocean

33. Superb marketing principle – 7
Sell solutions – not products
• The general rule to be remembered at this
juncture – ‘People do not buy to prevent
problems they do not face now!’
• There are certain things people want to avoid

34. Superb marketing principle – 7
Sell solutions – not products
• For e.g.
– In a successful ad campaign, TV visual, a cine
actor portrays a plumber who digs the entire
backyard of a house to reach to the buried septic
tank

35. Superb marketing principle – 7
Sell solutions – not products
• A definite cure sells easily whereas a
prevention is not
• If the product prospects people who have
great concern about certain things sells even if
it a prevention

36. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• The law of repetition states that even if you
may not make a success at a desired level at
your very attempt – repetition definitely does
• For e.g. a spider tries again and again and falls
down as before it goes on trying

37. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• A majority of business give up a prospective
customer in search of another
• Continue your efforts till you get your
prospect convinced

38. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• Try repeatedly – you are going to make a
difference
• An experienced marketer shows that first time
contacts are almost the poorest as far as
response is concerned

39. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• The formula behind the logic is somewhat
like this
– Tell them what you are going to sell them
– Tell them what you have already told them before
– Tell them if need be: Do not hesitate or give up

40. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• The TV commercials run their ad time and
again, several times in one day
• It is better to irritate the prospects than
withdrawing too soon without making any
significant sale

41. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• The ad should be catchy and adaptive
• You will come to know how proper and
effective an ad is only after running it several
times

42. Superb marketing principle – 8
Repeat…. Repeat…. Then repeat
• It costs less to repeat an ad a number of times
when considered about the turnover it may
bring into
• The law of repetition is applicable to all tools
of marketing

43. Superb marketing principle – 9
Concentrate on customers, the
sales will follow
• Most of the businessmen concentrate on sales
of their products
• Your stuff is going to sell by all means in leaps
and bounds

44. Superb marketing principle – 9
Concentrate on customers, the
sales will follow
• It’s everybody’s knowledge that if you make
people happy they will become your
customers
• Keep doing the same, they become your
regular customers

45. Superb marketing principle – 9
Concentrate on customers, the
sales will follow
• Curse the entrepreneur and swear not to buy
from him in the future
• Their efforts in making fresh efforts will meet
several odds

46. Superb marketing principle – 9
Concentrate on customers, the
sales will follow
• If you provide satisfaction to the customers
the return is enormously large
• Sometimes you lose money in making the
customer happy

47. Superb marketing principle – 9
Concentrate on customers, the
sales will follow
• There may cost you money, but do not back-
out in doing so
• This attitude will add to the customer’s
lifetime value

48. Superb marketing principle – 9
Concentrate on customers, the
sales will follow
• So never lose heart on a first time drawback
• After all, it is the customer that brings and not
the other way around

49. Superb marketing principle – 10
It is the perception, not the
product that sells
• Build a better mousetrap, the people will
make a beehive towards your door
• It does not matter how much good or bad it is

50. Superb marketing principle – 10
It is the perception, not the
product that sells
• For e.g., take the case of Heinz and
Campbell’s – two brands of soup
• Yet Americans refuse to buy Heinz and the
Brits do not relish Campbell’s

51. Superb marketing principle – 10
It is the perception, not the
product that sells
• The Americans perceive Campbell’s to be
better than the Heinz
• If you succeed than you create a win-win
situation

52. Superb marketing principle – 10
It is the perception, not the
product that sells
• This does not mean that tons of ads and
sweet promises can compromise with the
quality of your product
• But this is not fair thing to do

53. Superb marketing principle – 10
It is the perception, not the
product that sells
• The product must atleast be equivalent to that
of your competitors
• You get a flood of repetitions and all the good
things that comes with it

54. Superb marketing principle – 10
It is the perception, not the
product that sells
• Concentrate on the customers benefits and
not merely on it features
• Customers are not bothered what our product
is made of

55. Superb marketing principle – 11
Getting advertising free of cost
• A business cannot thrive only on costly
advertising campaigns
• You may sell and make enough profit

56. Superb marketing principle – 11
Getting advertising free of cost
• If such things happen your product will be the
‘talk of the town’
• No other paid advertisement be as powerful a
crowd puller

57. Superb marketing principle – 11
Getting advertising free of cost
• They say that almost 90% of their new
business comes from referrals
• To gain extra mileage you have to set you
publicity machine in top gear

58. Superb marketing principle – 11
Getting advertising free of cost
• This will kindle a word of mouth campaign
• For this to happen you have to offer extra-
ordinary service to the customer

59. Superb marketing principle – 11
Getting advertising free of cost
• Experience will show you that advertising a
product after launching it into the market is a
highly expensive thing
• But free advertising works as magic

60. Superb marketing principle – 12
Motivation intensifies interest
• You can lead a horse to water – but you can’t
make him drink
• This holds as long as you do not motivate the
horse

61. Superb marketing principle – 12
Motivation intensifies interest
• It is a usual occurrence that hoards of people
enter your shop
• After arousing the customer’s interest you
have to add some salt so as to intensify their
interest

62. Superb marketing principle – 12
Motivation intensifies interest
• You send a direct mail to customer’s
conjuring up an interest in them towards your
product
• If a customer get motivated he or she won’t
look back

63. Superb marketing principle – 12
Motivation intensifies interest
• Salting your marketing messages is as good as
‘selling the sizzle and not the steak’
• Find all possible ways and means to salt your
marketing communication

64. Superb marketing principle – 13
Hitting on head
• You successfully make a connection when
you approach a person and hit him where he
can really feel it
• That too he was dealing in an expensive
brand model

65. Superb marketing principle – 13
Hitting on head
• The salesman hit close home
• The result was imaginary – he made a
successful sale no questions asked

66. Superb marketing principle – 13
Hitting on head
• What magic did the salesman play?
– He hit on the prospect’s head – he closed home
• So you have to figure out where to hit and
how to hit

67. Superb marketing principle – 14
The buyer is always smart and
alert
• P.T. Barnum of Barnum and Baily circus was
a great promoter
• No one ever went broke by underestimating
the intelligence of the American public

68. Superb marketing principle – 14
The buyer is always smart and
alert
• If we give any credence to these great men it
would be noticed that we were indeed treating
our customers very badly

69. Superb marketing principle – 14
The buyer is always smart and
alert
• Customer is much more sophisticated, you
cannot fool them a bit
• So when you are writing an ad don’t treat the
customer like an idiot

70. Superb marketing principle – 14
The buyer is always smart and
alert
• Fairfax cautions you to be straightforward in
your marketing efforts
• But soon they realized the fact that deception
does not pay

71. Superb marketing principle – 14
The buyer is always smart and
alert
• If you want to succeed never try to deceive
the people
• These are the people that you are going to
sell the product to

72. Superb marketing principle – 15
Bribe your customer
• There is hardly any tool so effective as a bribe
• Giving something to people that they are
badly in the need of is an absolute way of
motivating them to do something you are in
need of

73. Superb marketing principle – 15
Bribe your customer
• So there is no harm in bribing the customer
• Everyone falls for a bribe irrespective of
whether a commoner or millionaire

74. Superb marketing principle – 15
Bribe your customer
• These also amount to bribing. Marketing
studies show that a major chunk of people
who get something free with the purchase
remember the brand name over a year later

75. Superb marketing principle – 15
Bribe your customer
• Another advantage to bribing is that it goes
well with any kind of marketing tool
• Some goes well with a sales phone call
offering something extra with each purchase

76. Superb marketing principle – 15
Bribe your customer
• You have to get satisfactory answers to the
following questions:
– How much money could you set aside towards
freebees
– What to bribe for different section of people you
target
– Is you bribe desirable

77. Superb marketing principle – 15
Bribe your customer
• You have to get satisfactory answers to the
following questions:
– Is you r bribe a unique one
– How many people your intending to bribe
– What message should accompany your bribe

78. Superb marketing principle – 15
Bribe your customer
• There a many companies who are specialists
in arranging bribe items
• There are a number of special items that
would serve as a bribe such as free video tape

79. Superb marketing principle – 15
Bribe your customer
• The bribes are used to
– Motivate a prospect to ask for your product
– Get your sales staff busy selling
– Act as an advertisement supplement

80. Superb marketing principle – 15
Bribe your customer
• Getting a free publicity from the press
• Increase trade enquiries through phone calls
• Get cheaper ad sales from the media

81. Superb marketing principle – 15
Bribe your customer
• Always test how your bribe works
• You must check whether your bribing strategy
works and that too powerfully

82. Superb marketing principle – 16
You are the best investment
• People invest large sums in the stock market
• The more risky an investment is the more
rewarding it is

83. Superb marketing principle – 16
You are the best investment
• But the best possible investment of all is
yourself
• A small ad with a simple idea can have a great
potential

84. Superb marketing principle – 16
You are the best investment
• When you invest in your own business you
can control all matters relating to it
• As long as you are in your own business you
take charge of your own life

85. Superb marketing principle – 16
You are the best investment
• No business is without an element of risk
involved in it
• The failures in business are not really failures
but lessons which enables you to learn the
intricacies involved in a certain kind of
business

86. Superb marketing principle – 16
You are the best investment
• For e.g.
– If you fail to get response after coming out with an
ad you are trying a repeat with certain changes
– When your ad clicks you reap the returns ten
times your investment in a short span

87. Superb marketing principle – 16
You are the best investment
• So think that you yourself are the best
investment of all
• Put yourself at risk – you ignite beneath your
seat and you get going like a rocket

88. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• We all know the adage ‘unity is strength’, this
is applicable in every aspect of one’s life and
goes well with marketing too
• Even your close competitors would be
dumbstruck

89. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• For e.g.
– A university professor quit his job and plunged
into the market with his accelerated learning
program
– The radio ads proved to be a big flop

90. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• For e.g.
– He went back to his phone calls
– There was hardly any cold treatment
– This was because of the radio ads

91. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• What we learn from this is that when you
combine your marketing tools they increase
the penetrating power of each of them
• If a print ad is given as a follow-up the result
would be even better

92. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• After choosing a particular area as a target
give out a series of print ads
• The result would be amazingly fantastic

93. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• Quoting a higher price in ads during the first
round of marketing and follow it up with a
little reduced price
• The real price of which you want to seal
should be the second price tag

94. Superb marketing principle – 17
Combining all your marketing
tools take you into the sky
• Even if the response for a print ad circulated
may quote a higher price
• Subsequently you send direct mail and you
see that the turnout would be astounding

95. Summary
• This chapter deals with certain marketing
principles
• Do not pin all your marketing goals on a
smaller marketing tools

96. Summary
• A coupon that a prospect can clip and send in
increases the response
• But if you are a professional consultant drop
the idea of a toll free phone system

97. Summary
• Try to minimize using pictures and
photograph in your sales ads
• A picture is not worth a thousand words

98. Summary
• Avoid negative advertising, which can easily
backfire
• Make your sales letter look like a letter that
has been typed up by a friend and the results
will be superb

99. Summary
• To sell prevention you have to have a product
that fits just right
• Run an ad once and it bombs

100. Summary
• What is real is the perception in the mind of
the customer
• So get your product an exposure in the
columns of a prestigious newspaper

101. Summary
• Likewise hold seminar seminars and press
conferences
• There should be a reason for a person a
product

102. Summary
• Do not underestimate the customer
• The bribing strategy should work powerfully

103. Summary
• You are the best investment
• Better start your business
• Challenge yourself – put yourself at risk

104. Summary
• Combine your marketing tools strategically
• Combine and co-ordinate your marketing
tools to get a multiplier effect

105. End of Chapter 2
Superb Marketing Principles

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