All that is old is new again in Marketing

In the late 1970s I did Marketing as part of a business management degree. Some of my recollections include:- Sell the Sizzle not the Steak (a reference to telling the reader what is in it for them rather than the product details), Attention Interest Desire & Action (the order in which a sales message is written), the best advertising is Word of Mouth (now called viral marketing), Write your Sales Message as if you are writing to one person.

Over the last month I have attended a great Direct Mail seminar hosted by Australia Post and an equally enlightening E Newsletter seminar hosted by State Development www.sdi.qld.gov.au The workshop/seminar was conducted by Derek Brown. Derek operate a Maroochydore based E Newsletter business with clients across Australia. www.usingthenet.com.au

A lot of the messages about the process were the same as in the 1970s. What had changed was the mediums eg. email, e newsletter, website, sms, blog and the ability to track the results using these new electronic marketing mediums. There is a place for mass mail, direct mail and personalized mail. In these time poor, electronic times it is about a well branded integrated marketing strategy.

Don Parry
www.qprint.com.au