Why Marketing Works Quotes

“Authenticity goes deeper than telling the truth. It means sticking to your ideals and keeping relevant to what made you successful and different in the first place.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles

“If experiences are now more valued than possessions, marketers can drive sales through hands-on and immersive experiences. Think of it this way: the brand is the host and the consumer is the guest. Show customers a good time and they will keep coming back and will probably bring a few friends along.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles

“Possessions deteriorate, become obsolete, or teeter towards irrelevance. We will never remember the features of our third-last smartphone but we will remember how it helped us and what it made us feel. It’s the experience of the item, not the item itself, that we value more.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles

“In the television show, Mad Men, creative director and Madison Avenue lothario Don Draper provides a quick lesson when a copywriter’s words lack impact. Don says, “Stop writing for other writers.” The lesson is: put yourself in the shoes of the customer. Real life mad man Leo Burnett, eponymous creator of a great advertising firm, emphasized the same point: “If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.” Marketing stories have to be real, relevant, and relatable.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles

“When presented as a solution, consumers more readily evaluate whether a product or service satisfies what they need or want. They evaluate if it will “fit” and solve something in their life. People hate to be sold, but they expect to be marketed to. So don’t sell the mattress, market the sleep.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles

“Solutions are highly personal even though the same solution may be used by millions of people.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles

“There is an adage in the marketing industry that says, “Don’t sell the mattress, sell the sleep.” This cleverly and concisely captures the idea of marketing a solution.”
― Jeff Swystun, Why Marketing Works: 7 Time-Tested, Brand-Building Principles