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« Are You Opting-In Above the Fold? | Main | Web Usability ISN’T Buzzworthy »

Getting Massive Marketing Insight from The Classic Marketeers

Buried Treasure
A few months ago I uncovered some advertising history at my local library.  A number of recent books on copywriting and marketing make reference to a list of advertising legends. John Caples is usually mentioned as a must read for anyone interested in learning more about copywriting or advertising.  The librarian had to go into the old stacks to find Caples’ books.  After spending time reading Caples you can see where many of today’s authors adopted and modified classic teachings.  Modern internet marketers have adopted many of their time tested techniques and found great success.

Timeless Techniques
Look at some of the timeless techniques the Internet has adopted from the newspaper industry.  One timeless technique is a powerful headline.  Headlines are a time tested chance to grab the reader's attention.  Great advertising headlines have transitioned into compelling email subject lines.  If your subject line isn't compelling, the email probably won't get opened.  The fundamentals haven’t changed in hundreds of years because they work.

Users are still driven by content.  If pictures and multimedia are all the rage, why do so many people still read novels that only contain words?  People still visit the library and take out books.  How many novels have you read in their entirety online? 

Split testing your ads. With the Internet and the ability to track performance via analytics, it has never been easier to split test your ads.  Today’s savvy web entrepreneurs are using the split testing methodology

Learn from the Past
Just like advertising and marketing there are certain techniques that work well for web sites.  Some of the most successful web sites integrate time tested director marketing techniques.  If you get a chance spend some time learning from the classic marketeers, look to David Ogilvy, John Caples, Victor Schwab, and Claude Hopkins.  Many of today's top advertising consultants have mastered and revised the works of legends.  For a more modern viewpoint look to people like Bob Bly, Dan Kennedy, Joe Sugarman, and Gary Halbert.  There is so much you can learn from the past.

What can you learn from marketing history and integrate into your web site?

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