I recently completed a seminal marketing text that is compulsory reading for any business owner who wants to attract more customers and make more sales: Magic Words That Bring You Riches. Published almost two decades ago by Ted Nicholas, an all-time legendary marketer, the book is an invaluable distillation of wisdom gleaned from thousands of marketing campaigns.
While Ted draws heavily on print advertising and long-form sales letters, the marketing fundamentals underpinning his advice are channel-agnostic. Everything that he covers is as relevant today as it was in the 1990s, whether you are planning a social media campaign, investing in search engine optimisation, updating your website, or scaling your sales team.
An overarching theme throughout the book is that marketing becomes “magic” (i.e. dramatically effective) when it focuses on what customers care about. This may sound laughably obvious, but as Ted highlights with multiple case studies, so much (wasted) marketing is built around supplier interests (instead of market needs) or is based on customer assumptions (instead of market reality).
It’s impossible to do the book justice in such a short review, but if you have any interest in sharpening your marketing skills then I urge you to pick up a copy. You should also find that it is an excellent supplementary resource for our Small Business Marketing Essentials course, which will be open for enrollment very soon.
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