Wow I have just spent the last four or five hours listening to a superb presentation by Rich Schefren of the lessons from the marketing legends.
This is part of the trainings available from the Founders Club, his entrepreneurial support membership site.
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Update, while I continue to recommend the Founder's Club, there has been a change in the format and I'm not sure if this content is still available.
The actual Lessons from the Marketing Legends video / audio is just under 3 hours long but Rich was sharing so many pearls of wisdom that I couldn't keep up in my note taking and had to keep on stopping the recording.
Perhaps it is stupid to take notes. A pdf transcript is also included but it helps me to think as I write.
What Is "The Lessons From The Marketing Legends"?
This is the summary of what the old school direct response advertisers and marketers recorded in their classic books going back to the very early 20th century.
And the wisdom is priceless because while technology has changed in the last hundred years, human nature, drives, motivations and impulses haven't.
And that's what direct response marketing is all about - persuading someone to take action and buy what you are selling because the chance to get what he or she wants is so exciting.
I'm sure you've had the feeling - when it would be more painful not to buy than to buy and your stomach is tingling with excitement.
Who Are the Marketing Legends?
In order, Rich Schefren went through the main ideas from the following men - yes they are all men:
- Albert Lasker
- Fairfax Cone - this was a new name on me but I understand his place in history at the Lord & Thomas agency
- John E Kennedy
- Claude Hopkins (you can get a free copy of his Scientific Advertising book at my Copywriter Mastermind blog - Rich Schefren picked this book out as his number one must read book).
- John Caples
- Victor O. Schwab
- Robert Collier
- Maxwell Sackheim
- David Ogilvy
- Eugene Schwartz - I've looked at his classic book Breakthrough Advertising a few times and now I know I've got to buy it.
- E Haldeman Julius
It's Sad But True
These marketing legends represent the backbone of real, practical marketing that works - that is the entire purpose of direct response marketing - and not one was mentioned in my MBA program.
How sad is that?
In fact it's more than sad, it is negligent and shows how far academic marketing has gone into a blind alley and under-values the art and science of crafting a marketing message that sells.
Lessons From The Marketing Legends Will Be A Regular Listen For Me
I am very grateful for Rich Schefren taking the time and trouble for putting together such a comprehensive summary of these greats.
I have heard Jay Abraham say he has read Scientific Advertising by Claude Hopkins 50 or 60 times. David Ogilvy said you should read it 7 times before you do any marketing (did I mention you can get a free copy here on my opt-in?).
I've heard other great copywriters say they read the classics each year to help ground them back to the tried and tested things that work year after year.
I will be listening to Lessons From The Marketing Legends many times. It is that good and being a bit of an intellectual nerd I like to know who came up with what idea.
You Can Get Lessons From The Marketing Legends
You can get your own copy of the Lessons of the Marketing Legends and a stack of other stuff by joining Rich Schefren's Founders Club.
You get access to a treasure trove of stuff right from the first month including this great presentation. Whether you stay a member is up to you based on the value of keeping up to date with the practical, strategic and tactical ideas Rich Schefren and his team at Strategic Profits are sharing each month.
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Incredible as it may seen, something as important and as good as the Lessons from the Marketing Legends isn't included in the sales letter - it's just included in the monthly stuff.
You need to get Lessons From The Marketing Legends if you are serious about marketing and want to market more effectively. It's available at a price that makes it a bargain, even if it was all you received from the Founders Club.
Other Rich Schefren Resources
Rich made his stellar reputation with his Business Growth System coaching program for more details, please see my very detailed Review of the Business Growth System on another blog of mine.
I Recommend This Marketing And Business Growth Training
I liked this training product so much that I paid money to licence and white-label it.
As well as covering copywriting and persuasion, it also has just about everything else you can think about for marketing.