AXIOMS of Marketing, The

Laws are broken. Rules get bent. AXIOMS [ak-see-uhms] –noun 1. statements or propositions that are regarded as being established, accepted, or self-evidently true 2. the sublime and intrinsic facts of a subject that form the foundational underpinnings upon which one can build unbounded and limitless success. The AXIOMS of Marketing are 1. Marketing Effectiveness Is Not Subjective 2. Likeability ‡ Effectiveness 3. High Accuracy = High Results 4. Lead Quality = 1/Lead Quantity 5. Knowledge Is Finite 6. Emotion > Facts In The AXIOMS of Marketing, you have 6 undeniable truths about marketing, what they can do, and how to implement them in your marketing for maximum results. The axioms work virtually all the time, and when you defy one or more of the axioms, your marketing results invariably falls short of the mark. "The real substance of our universe, and thus of life itself, is comprised of universal principles," says best-selling author Robert Ringer. "These universal principles, also known as axioms, truths, or natural laws, form the infrastructure for the stage of life on which each of us performs." The Compact Oxford English Dictionary defines an AXIOM as "a proposition regarded as self-evidently true." What's the difference between a rule and an axiom? A rule is a guideline to follow that has a strong probability of yielding the expected result. An AXIOM is an immutable law which can be violated only under the most extraordinary circumstances if at all. The value of having these AXIOMS written out for you is I think obvious, but in case not, let me state it plainly: By obeying these axioms, and making your promotions conform to them, you can substantially improve your marketing results. Conversely, when you ignore all or even one of these marketing AXIOMS, you risk poor results and monetary losses. I realize that declaring the principles in this book to be AXIOMS is a slippery slope. And you may question whether these are truly AXIOMS or instead mere rules, guidelines, or principles. What's most important is not their descriptor but that these AXIOMS really can and do hold true throughput the sphere of marketing activity - from social media and mobile marketing to search engine optimization and e-mail. One other advantage of mastering and following these 6 axioms of marketing is that they, unlike marketing technology and channels, are immutable and do not change over time. "The same principles of human desire and methods of influence that guided the markets of ancient Greece are still operating today," write Craig Simpson and Brian Kurtz in their book The Advertising Solution. "In order to get people to do what you want them to do, you have to understand what motivates them. You also have to know how to prevent yourself and your product to get their interest, their trust, and ultimately their willingness to call you, visit you, or send you their money." What you'll learn in this book (just a sampling) . . . o Why you should avoid making marketing decisions based on subjective judgment. Page 3. o The 25-50-25 rule of testing marketing variables. Page 7. o 14 A/B split tests worth doing. Page 11. o How to make your marketing tests statistically valid. Page 15. o Do ads consumers find entertaining outsell other ads? Page 30. o The 5 characteristics of winning advertisements. Page 32. o Don't underestimate the power of targeted marketing. Page 37. o Profiting from the Recency, Frequency, Monetary formula. Page 14. o Understanding demographics. Page 44. o Selling to the "starving crowd." Page 47. o Succeed in internet marketing with the Agora Model. Page 52. o 6 ways to take a deeper dive into the mind of your prospect. Page 60. o The inverse correlations between lead quality and lead quantity. Page 64. o The MAO-FU formula for qualifying prospects. Page 6