Business in the Crawlspace

head_left_image

"Jack London: Writer or Marketing Genius" by Dave Park "The Maverick Builder"

"Jack London: Writer and Marketing Genius"

The Call of the Wild, Mr. London's most famous book is one that you may remember from your high school days.  Mr. London wrote over 50 books in his short lifetime.  Some of them non-fiction and a few autobiographical.

Jack London is a Marketing genius because he always . . .

Before I explain, let me point out that Mr. London was a power writer.  He wrote adventure stories and tales packed with energy, conflict and character.  The lead character maybe man or animal, but you always identified with them.

Dave Park is The Maverick BuilderJack London was a He-Man.  He was well read, smart, articulate and full of testosterone.  He was a sailor, owned boats, traveled and lived life to its fullest.  One of my favorite quotes of Mr. London is:

"I would rather be ashes than dust!" 

"I would rather that my ashes should have burned out in a brilliant blaze than it should be stifled by dry rot." 

"I would rather be a superb meteor, every atom of me in magnificent glow, than a sleepy and permanent planet.  The proper function of a man is to live, not to exist.  I shall not waste my days trying to prolong them.  I shall use my time." - Jack London

It's no wonder Mr. London was dead by the age of 40.  He lived a hard, active, wild life and regretted none of it.

I call Jack London a Marketing Genius because of the way he kept readers hooked by not giving them an ending to something you know they wanted to be resolved.

Radio did it with words.
Television did it with commercials. 
Motion Pictures did it with sequels.

London did it with each chapter.  Right when the conflict bubbles up, the chapter ends.  You have no recourse but to keep reading in order to resolve the tension London has creative.

This is marketing genius at its finest.  You are moved by the marketing to take an action . . . that resolves the stir . . .  that was created by the marketing.

In Radio you listened. 
In Television you watched. 
In Motion Pictures you waited.

London's marketing of his stories was hypnotic.  You had to keep reading.

I did the same thing at the beginning of this paper when I said, "Jack London is a Marketing genius because he always . . .,"  I was setting you up.  You wanted a marketing tip, suggestion, advice, lead . . .

In short, I held your attention by not resolving the statement.  I had begun and was betting that you wanted to read the end of it.

That is the marketing genius.
That is the sales brilliance
That is the inside secret.

You have to keep your audience engaged.  One way to do that is to tell them you're about to say something important - and then to into a new subject with the promise that you'll return to the original one in a minute.

Believe me, it works every time.  You just read this entire paper, didn't you?

Your Success is Our Success!

MAVERICK RULES!

Advantage Inspection Raleigh

. . .  performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve:  Buyers, Sellers, Real Estate Agents and Home Inspectors.  Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.
 

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

 

Comment balloon 3 commentsDave Park • February 26 2010 11:47PM
"Jack London: Writer or Marketing Genius" by Dave Park..
share
"Jack London: Writer and Marketing Genius" The Call of the Wild, Mr. London's most famous book is one that you may remember from your high school days. Mr. London wrote over 50 books in his short lifetime. Some of them non-fiction… more
"Toot Sweets" by Dave Park "The Maverick Builder"
share
"Imitation Sugar is Sweet, Too! " Imitation isn't only the sincerest form of flattery; it's also a power way to learn new business skills. Mark Twain learned how to write by imitating other writers. As a youth he set newspaper… more
Fall Down 7 Times, Get Up 8 by Dave Park "The Maverick Builder…
share
When I am invited to speak at events I always prepare myself for the same questions. What is tht formula for Success? I smile and they frown. "It's quite simple" I say, really. "Double your rate of failure. " I then pause… more
A Shareparian Prose "To Hire or Not To Hire" by Dave Park..
share
Many people read "do-it-yourself" books and think they now know everything about construction, home improvement, and even home inspections. But that's not really the case. With his firm Advantage Inspection based in Raleigh, Dave Park… more
Love - Hate Copy. by Dave Park "The Maverick Builder"
share
And I'm reminded of the days, many years ago, when I volunteered as a Pet Adoption Counselor with the SPCA. Looking back, I must have been training for what I do now. I had lots of enthusiasm. People often teased, "You're selling cats! "… more
Is Common Sense a "Paine" by Dave park "The Maverick…
share
Common Sense is a pamphlet written by Thomas Paine. It was first published anonymously on January 10, 1776, during the American Revolution. Common Sense, signed "Written by an Englishman", became an immediate success. Paine… more
Basic Decks 101 by Dave Park "The Maverick Builder"
share
Even if you undertook the task of building your own deck, you understand the large investment (both monetary and in time) that went into the project. Decks add beauty and value to a home, and are often the family's favorite place on lovely… more
Green and Blue Make Red! by Dave Park "The Maverick Builder"
share
It appears that "Green" is making builders "Blue" these days. A new poll shows that people who once put a huge emphasis on the government's green efforts now have other issues they care about more. The latest Pew… more
You Have A Choice by Dave Park "The Maveick Builder"
share
This is Advantage Home Inspections first ad that was designed right here in Raleigh. The campaign for 2010 is "You Have a Choice! " The slogan is "Experience the Power of a Good Decision. " The ad ties in today's… more
Acronymns aka ADRDU by Dave Park "The Maverick Builder"
share
Today's Acronymns Yahoo - You Always Have Other Options! In this time of economic crisis, the only thing we have to fear is.. acronyms, suggests Louise Radnofsky in the Wall Street Journal The idea that there is not a government program… more