Why you don’t want to pay attention to
marketing magazines!
Most marketing magazines are written by marketers to big business... and read by marketing managers.
They all claim to have 20 years in the business, but really they’ve done the same year 20 times. You know the sort, I’m sure.
And I’m afraid most corporate marketing managers don’t actually have a clue about how marketing really works. And nor do the people who market to and for them... and that includes the people writing pompous jargon-laden articles in the marketing magazines.
I know this view is going to make me deeply unpopular in certain quarters, but I can’t help that. My job - and my only real concern - is to give you the best information I can so you can put sound and proven marketing strategies to work for you in your business.
Fact: articles in marketing magazines take a big business view of things. They almost never talk about strong copy, headlines, a compelling offer, or Return on Investment. More likely they’ll write like an English professor discussing Shakespeare, or sound like an art critic, and wax lyrical about “interpretation”, “thematic devices” and “underlying metaphors”.
All pompous and irrelevant rot.
You see, the real test of an ad or other piece is not how good it looks, how trendy it is, how “clever” it is, or how many marketing magazines it wins awards and accolades in. No, the only possible measure of the quality of your marketing is how much business it brings in.
That’s it. There’s nothing more to it than that.
So that’s why I say pay attention to what the real marketers say, the people “in the trenches” who are doing this day in day out in their own businesses, with their own livelihoods depending on it, and NOT what you read from the ivory towers of the marketing magazines.
Take a look around the rest of this site, and get into some of the specific marketing strategies you can put to work for you right now and have them making money for you by tomorrow!
Happy Marketing!
Chris Cardell
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