1. All good selling is serving.
2. People only buy to get benefits.
3. Benefits must be supported by product points and features.
4. People will read any amount of copy -- as long as it's interesting, helpful or service-rendering copy.
5. For consistent profitable advertising: there must be planning, and on time.
6. The "Boss" -- the top management -- must understand, believe in and enforce these foundation truths and the principles that make advertising work.

As I have developed over the years I have come to understand there is truly only one rule, and that's the first. Rules 2, 3, 4, and 5 support rule #1 and I would say now looking at it, I would suggest 2, 3, 4,and 5 are how #1 should play out.

In the new digital age... this is even MORE applicable than when the formula was created in the 40's.

Look at Tag lines like "You can do it, we can help" ( Home Depot ) his applies directly to the first Rule.

"Melts in Your Mouth, Not in Your Hands" ( M&M's ) directly applies to #2

"It Does Exactly What It Says on the Tin." ( Ronseal wood stain ) Applies to #3

I like to use "think Different" ( Apple ) as the example for #4. The TV ad was long.. the print ads were long - think back to 1997 and this type of ad was running against 'Just Do it" ( Nike ) as an example... and in contrast the Apple text based print ads were very long vs an image of an athlete and the words "Just Do It"

5 is no longer about message but about the core principle of "Branding" and advertising in general.

For people providing services.. I am a strong believer in going through the process with the client. We do this and that and this and then this.. and the take away is that there will be a minimal percentage of "why the hell would I pay to have that done, he just told me how to do it" vs a greater percentage of those that think - "Yeah I am going to hire that guy to do that for my business - i don't have the time for that crap!"

And the reason I play this out often is because in the process of detailing all this out you are giving the benefit, you are explaining features and points... and talking about how to do anything is "Long winded" and its real easy to gauge interest while doing this - hence identifying "Real Prospects" vs the schmos that are there to "Steal your idea"

Granted over the years I have developed a selling style that the prospect asks how it works ( what's involved ) to initiate that portion of the sales process - I don't force that on any and every one.

I just firmly believe that coming from a place of service to the person or people or organization you are speaking with and genuinely having their best interest in mind is refreshing from the perspective of the other side of the equation - the buyer.

I turn down more work than I accept because the services I provide are not the right match for the client. and I straight up tell them that, and when I can refer them to other providers that would be a better match, I do. And the look on their faces is priceless, and often times we get into the well why not conversation, and after that they understand and walk away with a level of trust and respect. And I would say 50% over time, those clients come back asking if they are "Now" a better match.

If you look at more Modern Works you have Gary Vaynerchuck's "Jab Jab Jab Left Hook" which is oh so very much the same thing - give give give - sell the snot out of them. Pretty much the same message with a modern twist and delivery

That's a brilliant strategy that I'll study, and try to pull out the principles involved, to apply to my business. Thank you.


For several years I spoke to groups about local online marketing. I'd hold 3 or 4 hour seminars...and tell them everything....hold nothing back..give every tool I used....every resource...answer any question, and give all the steps.

I did that on purpose to show;
1) That this was an enormously complex series of services to get the desired results.
2) That it took way less time, and was frankly cheaper...if they just had me do it for them.

I was literally just describing (in great detail) everything they would get in the service, if I did it for them.

If they had an in house online marketing person, sometime they would just take the notes, and do it themselves..
Or they would just hand it over to me (my team).

Anywhere from 10-40% of the audience would buy from me without any closing effort at all. And other few wold buy from me later, with a private conversation in he halls.

I didn't know at the time that this is a standard strategy used by many service providers.

Thing I loved so 'bout SKOOL was magnets.

Cos yeah, if'n they powahful enough, you could run a pair as ear rings without Mom gowin' crazy bcs piercin' ishoos.

An' I guess especiale magnetism is inherent in Bedell's 1st maxim.

Bcs here be an attractive force between poles apart which kinda functions maximally to myootyool advantage.

I would wanna call it the irresistible attraction of what you need but don't frickin' have rn.

An' I say this bcs hooman magnets (such as we be, in all our glory) romp out from mood to mood, day by day, seekin' all kindsa meetups to make splendid what they perceive in that moment to represent the juiciest evah horizon.

Datin' analogy:

Yeah, I wanna find my soulmate -- the ONE gonna complement my loodicrously stoopid incomplete ass.

So we got all kindsa magnet stuffs gowin' on.

Degrees of incompleteness of attraction regardin' all kindsa stuff.

Which gotta mean there be a perfectly opposite pole out there to hug us sweet like we complete.

The singularly exotic solootion.

I ain't too sciency, but all I know is ...

you put a coupla magnets close enough together, they are kinda BLAMMO.

Till they find one another, an' till you pull 'em apart, they two separate bunches of stuff radiatin' WANT WANT WANT.

But when you got em' there, kissin' sweet in the palm of your hand, they as one.

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