Why You Need Classic Marketing to Work With Your Blazing New Technology
You how what I find fascinating? Entrepreneurs and marketers are almost always on the cutting edge of the newest and flashiest tech. The military drives most of the coolest advances, but they’re trying to kill people…not earn an honest living. And this creates an ongoing situation that requires the direct intervention of grizzled old veterans like me. The situation is this: People are easily dazzled by shiny new objects.
And lots of the new online technology is very pretty and seductive. But here’s the mantra I want you to repeat, often: Technology doesn’t sell stuff. Salesmanship sells stuff.
I’ve seen a lot of sci-fi quality technology in my career. I started my advertising career in Silicon Valley back when the Internet was just a twinkle in Al Gore’s eye… I had inside connections with the Stanford Artificial Intelligence labs… played the very first online games ever invented. I began working on a PC — sorry, Steve, back when I had to load DOS on a 5-1/4″ floppy each time I booted up. I even wrote one of the very first online ads… and on and on.
I also worked on some of the very first modern infomercials, helped clients create prototypes that begat e-books, had one of the first ad-related podcasts posted to iTunes, participated in the earliest e-mail blasts ever done, and have tended this blog for a very, very long time… making good use of functions like RSS and tags before most marketers had even heard of them.
I will make full use of every blip of technology I discover… and learn the stuff I need to learn, and pay other people to stoke the fires of the new goodies I suspect will soon blend into the woodwork.
Because every bit of tech that matters to entrepreneurs, copywriters and marketers is just another way to communicate with other humans. From smoke signals to cuneiform tablets to the Guttenberg press to radio and TV and now the ever-wondrous Web… it’s still just one creature with a cerebral cortex talking to another one.
It’s fun. It’s like living out a sci-fi fantasy. But the foundations are still the same as they were back when our ancestors were incinerating each other trying to find new uses for fire.
Humans want to get the basics of survival settled… so they can use new technology to entertain themselves, kill each other… and buy cool stuff.
Sharp entrepreneurs, copywriters and marketers must never forget the shiny new objects and killer apps of the 21st century are just another delivery system for classic salesmanship and marketing.
John Carlton’s 25-year career is legendary… as an expert copywriter, a pioneer in online marketing, and a teacher of killer sales copy. He knows marketing inside and out. To read more from John (including accessing the 5-years-deep archive of hard-core tactics and insight and advice, for free) just dive into his globally-read blog:
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