What Research Teaches Us and How To Cash In

Dear Friend,

I used to think marketing research was a total waste of time. Focus groups, panels and surveys . . . who the hell takes time to do these things? But I found out some fascinating facts. Would you like to hear about them?

Before you start to roll your eyes or break out in hives, think of research as your “silent business partner. Even if you have no interest in research and how it applies to your business, think again. Even if you ‘half-ass’ it, you’ll be leaps ahead of the competition.

Hint: Most business have no idea how use the facts they find . . . if they (or hire someone) do any competitive research at all . . . BUT

When you finish reading this article you’ll soon understand the importance of researching ‘stuff’, how to use it to gain a serious, competitive edge and put more dough in your company coffers.

Ready? Ok, let’s roll . . .

To begin, let me use another word to replace ‘research.’ After all, research’ is a smelly, dirty word to most entrepreneurs.  It implies skull work.

Merriam-Webster defines it this way . . .

re-search:

“Careful study that is done to find and report new knowledge about something”

“The activity of getting information about a subject”

So let’s use the word ‘homework’ instead . . . well, hell that isn’t much better, is it? Hey, I know . . . let’s call it ‘profit search.’ Sounds a whole lot better, doesn’t it? And that’s exactly what it is, a profit search.

Years ago, before I finally grew up, I used to think advertising was all about writing cute words that sounded cool and showcasing the words around fancy artwork or pictures.

Fortunately I got over it very quickly and found a several teachers who taught me a few basic, timeless principles. It was the ‘when the student is ready, the teacher will appear’ thing.

It was during this same time that I caught the research ‘bug’ numerous years back when I stumbled upon the wisdom an ‘old-timer’ named David Ogilvy.

In case you’ve never heard of David Ogilvy, he founded Ogilvy & Mather in 1949 and built his company to one of the eight largest advertising companies in the world. Yes, you read that correctly—in the world.

Ogilvy is widely considered “The Father of Advertising.” In 1962, Time magazine called him “the most sough-after wizard in today’s advertising industry.”

Though Ogilvy checked out nearly 15 years ago, the ad agency he built still is a major force amongst ad agencies today with offices 450 worldwide in 169 cities.

You may find it interesting that he was a researcher before he become an ad exec.

In his book Ogilvy on Advertising said “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.”

That sentence caught fire with me and prompted me to dig deeper about how research could help making my ads (and the ads I write for clients) more powerful and persuasive.

I strongly suggest that you employ at least some form of research in your marketing and see how it could increase your sales.

Here’s five ways you may research to make your ads sizzle and sell more . . .

·         Research can help you estimate the sales of new products and how much it’s going to cost to get these sales. You can gage prospect interest with mathematical models to see whether your new product warrants testing or not.

·         Along these same lines, you can use research to get customer reactions to new products before you go ‘whole hog’ with production. Better to get a “thumbs up or down” while your new product idea is still in the conceptual stage—else you could be in for a serious loss.

·         Let research guide you in how your product or service stack up again other products in the marketplace. Once the data’s in, you can make tweaks to make it more appealing. It’s all about what your marketing wants . . . again, research will be your silent partner.

·         Research can help you define your target market. Who are they . . . Men or women? Old or young. Rich or not so rich.

·         Research can find out what jargon folks are using when talking about your type of product and what factors are important in the buying process.

So there you have it . . . a few good ideas on how your newest ‘silent’ partner . . . aka Research can save the day by uncovering details about your customers and prospects that lead them down the purchasing path and earning your more money!

Till next time . . . I bid you peace and prosperity!

Warmly,

Emette E. Massey

Trusted Business Growth Adviser

P.S. Get a FREE Copy (PDF) of Scientific Advertising . . . special illustrated edition featuring some of Claude Hopkins best ads. Request it by email: eemassey@yahoo.com Be sure to put “Hop” in the subject line so I know you’re a real person and not a bot.

Why We Love Claude Hopkins

Dear Entrepreneur and Friend,

 If you been around advertising and marketing any time at all, you’ve probably at least heard the name Claude Hopkins. If you’ve haven’t then . . .

You’re In for a Real Treat!

I like to travel back in time and read some of the old advertising classics. Many of the old gems contain little nuggets of pure gold. Now sometimes you gotta dig for them, overlook the dated language and think about the lesson imparted, but it’s well worth the time and effort.

And one of my favorite classics is Scientific Advertising . . . bar none! This small guide is filled with timeless advertising and marketing wisdom that can be applied today. And can you guess who wrote this timeless masterpiece? YES . . . you’re right—it was written by none other than . . .

Claude Hopkins!

Many top marketing masters like Jay Abraham, Dan Kennedy, and Clayton Makepeace recommend this book often! Many consider this book one of the best advertising books ever written. 

In fact Jay Abraham and many other top marketers considers this a “must read” book.

David Ogilvy wrote that “Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.”

Now wouldn’t you think if one of the most successful ad men in the world considers this book so important and valuable, that you should at least take a look?

A Complete Advertising Education In Under 40 Pages

Yes, I realize this is a bold statement to make and I’m going to prove that it’s true. Think about most ‘advertising’ text books on the market today. These tombs are like encyclopedia sized books.

But here’s the thing . . . they are filled with theory and industry-advertising fluff. Not anything really useful for the business owner who needs to make their ad dollar pay.

Just as the title implies, Scientific Advertising outlines a unique advertising approach based on testing and measuring. This book contains information on how to write advertising that sells.

On the other hand, most traditional advertising relies on catch phrases and fancy graphics and artwork to sell . . . and none of it is tracked. I don’t know about you but unlike Coke or Budweiser I don’t have millions to spend on advertising . . . especially advertising that can’t be tested or tracked. Yea, I’m all about building a favorable image but I want sales!

So, why am I “talking up” this book? 

Simple!

You know we live in in a world filled with hype and distrust and skepticism.  I want to break that tradition and give you something of real value. I want you to have something that will lead you to advertising breakthroughs and kick your sales up a notch or two. I want you to have a guide that will improve all of your marketing and advertising efforts. Best of all . . . I want you to get it without risk or cost!

A Gift For You . . .

Here’s the deal. If you feel like your business could use some more sales, more leads or more store or web traffic, I’ll send you a PDF copy of Scientific Advertising. It will not cost you a single dime. Heck, you don’t even have to ‘opt-in or subscribe to a mailing list.’ No tricks or strings attached. None of that rubbish! 

In fact, if you’ll let me know where to send it and I’ll be gladly email you a fresh copy. Again, it’s presented in PDF so you can read it practically anywhere, study it or print it out. Oh, another thing . . . this is a special illustrated edition containing numerous ads written by Hopkins. It’s a book with a built in swipe file!

Here’s how to get your free copy of Scientific Advertising.

Email me at eemassey@yahoo.com with the words “Claude Hopkins” in the subject line. This way I’ll know it’s not spam. I’ll reply back with your book attached within 24 hours.

Pretty simple, huh?

Ok, that’s it for today!

Warmly,

Emette Massey

P.S. The first 100 people to request this invaluable advertising manual, I’ll also include special surprise marketing gift. (Hint: think gift certificate that could boost your sales by 200 % or more).