Method Marketing: How to Make a Fortune by Getting Inside the Heads of Your Customers
Denison HatchISBN: 156625115X;
In Method Marketing, Denny Hatch describes how eight multi-million dollar businesses were built by men who discovered the secret of getting inside the heads and under the skin of their costomers. "Go for points of maximum anxiety," says Bill Booner, whose $40 million a year publishing business was entirely built on the genius of his direct mail copy. "Figure out what keeps you customer or prospect lying awake at four in the morning, then hit those hot buttons and promise salvation (or at least the hope of salvation)." Bonner's key copy drivers: fear, greed and of course, salvation. In Method Marketing, you will meet many marketing geniuses along with Bob Shnayerson, who wrote his first and only sales letter - based on anger and salvation - that brought in 600,000 paying customers; Curt Strhaker, who turned a hobby into a business and David Oreck, arguably the most famous voice in America.
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