There are some smart folks in marketing (and some not-so-smart) folks. I consider copywriter, Eugene Schwartz a genius. He wrote the book, “Breakthrough Advertising.” His advice and insight is invaluable and timeless. A critical takeaway point I get from his book is this: marketing (he uses the word ‘advertising’) has but one job to do … get the customer to try the product. The product must then sell itself.
Stop there. Expecting and trying to do more or other than that will result in failure.
Eugene’s advice serves as a beacon to navigate through the ego, greed, self-servingness, meaningless fogs that can go into crafting marketing messages. Marketing should never stray from this simple, respectful approach: “Here, try this … if you like it, you can buy it.”
