In the video below, you’ll get to listen in to an interview that I did with David Garfinkel, the man who some call “The World’s Greatest Copywriting Coach.”
In this video you’ll discover:
- What David means when he says, “Direct marketers go where branders fear to tread.”
- Two important examples of this idea
- (One example of is of an extremely successful company that became successful because it went where branders fear to tread.)
- The key question direct marketers ask that branders tend to avoid
Watch the video now….
Direct Marketers Go Where Branders Fear To Tread (VIDEO)
CLARIFICATION: Brand marketers, please don’t misunderstand this video.
It isn’t meant to be an attack on brand marketers. And it’s not saying that you don’t need to have a name or brand that stands out in the marketplace.
Having a known brand in the marketplace is important.
(When I say “brand,” I’m not talking about a logo. I am talking about a distinct identity/persona.)
Brand marketing can be useful if you’re selling consumable or commodity items that people already plan to buy. Then brand marketing can help your product to stand out from the crowd.
The reason that David and other direct marketers don’t favor brand marketing as the main marketing strategy is:
- It is too expensive for most businesses and companies, if you want to really stand out in the marketplace or in people’s minds. (Most companies don’t have as much money as Coca-Cola.)
- If you’re selling something that people don’t already plan to buy, then you will need to start with some type of education-based marketing instead of focusing on branding.
- It isn’t sustainable for most businesses and companies as a primary marketing strategy. (Most companies need to make a sale now, before their brand becomes known.)
*As David shared in the video, direct marketers tend to focus on getting the sale (and especially the second, third, fourth, etc. sale).
They do that by marketing directly to a focused target group in a measurable way.
And they do it in a way in which branding becomes a by-product of what happens as they are gaining customers.
They don’t use branding as a way to get customers.
Don’t Forget to Subscribe to Our New Channel!
NOTE: This video is part of our a brand new channel, so subscribe and stay tuned for more interviews, ideas, lessons, and strategies that can help you to be an effective “direct response content marketer:”
You can watch on our previous video to see some of the other types of content this channel will have. Just go here: 3 Important Lessons From Mcdonald’s on How to Create Attractive Offers (Video)
How to Learn More from David
If you’d like to learn more from David, the first way you can do that is by subscribing to his podcast, Copywriter’s Podcast.
One episode I’d suggest you listen to is this one: Gene Schwartz’s Biggest Copywriting Secret.
Gene is one of the legends who all direct marketers look up to, so any information related to him is information you should listen to!
Plus, you should listen to it because David reveals the problem with just writing copy “right off the top of your head.”
David also reveals a different method that will help you produce the best copywriting you’re able to. Click the link/title above and listen to it now!
(Then don’t forget to subscribe so you can hear all of the future episodes that come out.)
The next way you can learn more from David is by grabbing a copy of his book Breakthrough Copywriting: How to Generate Quick Cash with the Written Word.
Finally, if you don’t just want to learn from David, but you also want to be mentored by him or see if he can work for your company, then go to GarfinkelCoaching.com.
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Have You Read “The Direct Response Content Marketing Manifesto” Yet?
If you would like to know more about this site and the new form of marketing that I’ve come up with, then check out my “Direct Response Content Marketing Manifesto.”
Click the image below to read it now. (If it resonates with you, then become a free member today.)
