7 Lies of Marketing

Seven myths — even lies — of marketing. Ignore them to your profit.

1. People buy what they need.
2. Quality products will always win.
3. Cheaper price always wins.
4. More features mean more sales.
5. People don't judge a book by its cover.
6. Logic guides buying decisions.
7. Products must make sense to succeed.

Presented, as Serling might say, for your pondering.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at RayEdwards.com.

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  • Primoquest

    I would like to add one more myth to the list, Ray…

    8. It takes a genius to become a money-making marketer.

    I’ve met hundreds of very successful marketers over the years and I can say with all honesty that having a high I.Q. has little to do with them making a good living as a marketer.

    One of the keys elements I’ve witnessed is that they:

    1. Follow a proven plan of action.
    2, They are consistent and persistent in the endeavors.

    Keep up the great work, Ray, I read all your posts, as do so many others.

    • Really good points! Thanks for sharing these ideas.

  • Ray will you expand on #5 – Book Covers- headlines, subtitles, colors, short or long titles. graphics. thanks.

    • My point was simply: people DO judge books by their covers. Therefore we must make our “book cover” as attractive and compelling as possible (which you obviously understood). The specifics vary. One suggestion: study the last 10 best sellers in your specific category and identify what qualities they share – then incorporate those into your own design. Big warning: it does NO GOOD to copy a book cover outright. Be original within a framework of principles most of the best sellers in your category share.

  • Simple and elegant and so true! I also agree with Primoquest’s post about #8: It takes a genius to become a money-making marketer.

    And Rod Serling was a genius, while also a pioneer in television who was persistent and instrumental in changing the face of dramatic TV. 🙂

    • Yes, Rod was in FACT a genius!

      • One of my gifts to myself soon is getting the entire Twilight Zone DVD library to show my kids!

        • Yep – it’s got to be the originals, none of the remakes has ever lived up to the masterpieces of Rod Serling,

  • Benil

    Your 2nd Statement and 3rd statement Contradicts
    a) Quality Products will not always be cheap, due to competition it may be sold at a cheaper price
    b) to gain market value quality product can be sold at cheap rates.
    c) If cheaper price wins, its not always longlasting.

    What does my statement say, is’nt all confused.

    Confuse the buyer sell a quality product, so that he will still come back to you.

    • I think maybe you missed the idea that I said these things are all MYTHS.