"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.
Jack 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?
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