Gary Bencivenga's Marketing Maxims

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Your offer is another Pareto Principle powerhouse. Make the first step irresistible and you’ll dramatically increase your odds of success. As Dan Kennedy has said, “The offer is the deal. Get the offer right, and everything else is easier. Get it wrong, and no copy, design, or traffic source can save you.”

Gary Bencivenga's Marketing Maxims

Your headline (or subject line) is a perfect example of the Pareto Principle’s immense power. The words of your headline or subject line comprise but a tiny fraction of the total number of words you must create for your ad. But that tiny handful of words yields at least 80% of your results! As David Ogilvy wrote, “On the average, five times as many... See more

Gary Bencivenga's Marketing Maxims

Your Media: 20% of your media trigger most of your sales and profits. Look for ways to “mirror image” your best media and expand your reach to lots more customers. As you enlarge your most responsive traffic sources, aggressively trim your expenses on those less effective.

Gary Bencivenga's Marketing Maxims

Your Ads: 20% of your ads will generate 80% of your sales and conversions. Your best ads are the beating heart of your business, pumping life-bestowing revenue to all other functions. So always keep trying to improve your winning ads because sooner or later, they will fatigue.

Gary Bencivenga's Marketing Maxims

Your Products: 20% of your product line will generate 80% of your profits. So, resist the common temptation to keep spending time and money to bolster weak products that “should be” a hit but keep floundering. Put your main focus on growing your biggest winners.

Gary Bencivenga's Marketing Maxims

Your Market: 20% of your market will generate 80% of your sales and referrals. So, make sure your ads target the desires of your heavy users first and foremost. The wants and needs of heavy users are often quite different than those of more casual customers.