Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 15

A theme you will see emphasized throughout this book is that my best ideas came from somewhere else, and I am not speaking of a vacuum. I do business in the world, and so I pay attention to everything I see around me—especially other advertising.

The idea for the five-page handwritten letter, as you know, came from my first seeing the technique used by Dan Kennedy, who saw it used by a political candidate. I was in the menswear retail business. Why would I be looking at what a political candidate was doing? Wouldn’t I have been better off looking at what other menswear stores were doing? After all, they knew what they were doing, right?

NOT!!!

I looked outside my industry. I looked for something that had never been done inside my industry. I looked for an idea I could translate successfully into my industry.

OUTRAGEOUS boost If something is working in an industry, it will typically translate to others. In fact, it will often work better in others since it is new to them.

And the truth is, that’s what I am always doing.

And I am looking for others who are looking for ideas as well, so I have joined Marketing Mastermind groups in the past and I continue to do so. In fact, I now lead three of them with over 140 extremely successful entrepreneurs.

In 1999, I was in a Marketing Mastermind meeting that was being facilitated by Dan Kennedy and others from over eighteen different industries. I was the retail guy. There was also a guy from the mortgage industry who was sending out pre-recorded messages that appeared on people’s answering machines.

OUTRAGEOUS resource There are Glazer-Kennedy Insider’s Circle chapter meetings and Mastermind Groups in most cities throughout North America, run by certified independent business advisors. You can see if there’s one in your area at www.dankennedy.com.

This had never been done in the retail world before, so I wanted to try it. I essentially brought voice broadcast into the retail world, and it worked. It worked great. In fact, the very first time I tried it, it resulted in a 92 percent increase in response when I added it to a previous successful promotion. This was a breakthrough I made by looking outside of my industry.