Recent trends in people’s beliefs, skepticism levels, and general outlook at life are changing how to play the game of marketing.
For instance, people have been bombarded with hype, impossible-to-keep promises, ridiculous guarantees, and over-the-top aggressive copy shouting in people’s faces for years now. That would be fine if those marketers could, somehow, keep these otherworldly promises, except, they obviously couldn’t.
And so people have been burned one too many times, and they better know what to expect. In fact, it’s generally true that the more hype, promises, guarantees, aggressive copy, and crazy boasts a sales message has, the worse the end product (or service) is.
Almost no exception.
I’ve been guilty of this myself. I won’t pretend otherwise. Everyone starts somewhere, after all. And proper learning happens through imitation of those that went before you—often in a different time, playing by different rules.
Does this mean there’s nothing to be learned from the old-school marketing legends?
No of course not, after all, we’re all building on top of one another, standing on the shoulder of giants as they say. It’d be stupid to reinvent the wheel every few decades just because the playing field has changed.
You don’t dive straight into the teachings of Schopenhauer without first familiarizing yourself with David Hume and Immanuel Kant. Doing so would be missing the bigger picture, unable to follow along with Schopenhauer and only ‘understanding' superficial arguments and statements, if any.
No, you start from the beginning and build your way up.
There’s a reason why Plato’s Replubic is still widely, although lessening at a sad and alarming rate, read as is Homer’s Oddysey and Iliad. It’s because those are the foundations almost everything else, even centuries later, to this day, is still built upon.
Anyway, I’m going off on a tangent here, again…
The point remains, study your classics, even in today’s digitally dominated field of marketing, and ease up on the aggressiveness of your claims and your copy.
And after that, maybe check out Email Valhalla to learn how to get paid writing entertaining emails that keep your readers reading day after day, without having to rely on the usage of overtly aggressive marketing language.
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