Got an email from a guy yesterday asking me if I was trying to sell him on some religion.
He figured I was doing that much writing and using so many comic conversations and parities, that there must be some ulterior motive.
Well, I thought that was pretty funny.
So I jumped online to dictionary.
com to check out all the definitions of a religion.
And here's one of them: something one believes in and follows devotedly; a point or matter of ethics or conscience: to make a religion of fighting prejudice.
So yes...
I guess I am going to start a religion.
And here's what followers of my religion will need to believe and follow devotedly: -Return on investment is the single most important purpose of advertising and marketing.
-The purpose of advertising is to make money...
not to impress your friends or win awards.
-Communication is KING.
If you can learn to communicate and turn words into money, then you can create anything your heart desires.
And yes, I guess it is a matter of ethics and conscience.
My business is all about fighting the myths which are thrown at us from many ad agencies...
media outlets and the like who are more interested in taking our money...
than getting us results.
Myths like...
you must advertise for 6 months before you'll see results...
the more you advertise the better your name will get out there and then the phones will begin to ring...
long copy doesn't work...
you need a lot of money to make money...
and people won't read all that writing.
It's all nonsense.
There's nonsense in every industry.
For instance, I've done a lot of study on food and diet, and from reading books like the Diet Delusion by GaryTaube's, I've discovered that the eat low fat...
avoid meat...
and take plenty of complex carbohydrates isn't all that it's cracked up to be.
But that's another story for another day.
The bottom line when it comes to advertising is testing is the only thing that matters.
And in my religion...
which I'm going to call The Bywater Way...
every advertisement, web site and sales letter must be tested.
Why? Because that's the golden road to success.
He figured I was doing that much writing and using so many comic conversations and parities, that there must be some ulterior motive.
Well, I thought that was pretty funny.
So I jumped online to dictionary.
com to check out all the definitions of a religion.
And here's one of them: something one believes in and follows devotedly; a point or matter of ethics or conscience: to make a religion of fighting prejudice.
So yes...
I guess I am going to start a religion.
And here's what followers of my religion will need to believe and follow devotedly: -Return on investment is the single most important purpose of advertising and marketing.
-The purpose of advertising is to make money...
not to impress your friends or win awards.
-Communication is KING.
If you can learn to communicate and turn words into money, then you can create anything your heart desires.
And yes, I guess it is a matter of ethics and conscience.
My business is all about fighting the myths which are thrown at us from many ad agencies...
media outlets and the like who are more interested in taking our money...
than getting us results.
Myths like...
you must advertise for 6 months before you'll see results...
the more you advertise the better your name will get out there and then the phones will begin to ring...
long copy doesn't work...
you need a lot of money to make money...
and people won't read all that writing.
It's all nonsense.
There's nonsense in every industry.
For instance, I've done a lot of study on food and diet, and from reading books like the Diet Delusion by GaryTaube's, I've discovered that the eat low fat...
avoid meat...
and take plenty of complex carbohydrates isn't all that it's cracked up to be.
But that's another story for another day.
The bottom line when it comes to advertising is testing is the only thing that matters.
And in my religion...
which I'm going to call The Bywater Way...
every advertisement, web site and sales letter must be tested.
Why? Because that's the golden road to success.