Optimarketer: The Marketing Optimization Blog

Marketing Teams Should See the Michael Jackson Film

"The show we create here has to have people leaving and not being able to turn it off. They shouldn't be able to go to sleep. They have to see the sun come up and still be talking about it."

Maybe you didn't agree with the lifestyle, but the man's success as an artist was undeniable.

Michael Jackson had the top-selling album of all time. Four of his albums debuted at number one in the U.S. Jackson was the first singer to have four top ten singles from one album, and the only performer to have five number one hits from just one LP.  

If he wasn't the best ever at what he did, he came damn close.

The MJ quote in the New York Times got me thinking about why so many marketing managers keep the bar so incredibly low. It's as if they merely punch through a checklist. The CEO, BOD, and VCs don't seem to care if even a single component of the marketing mix is genuinely great, provided marketing covers the basics and some of the newer stuff.

I wish more clients would tell their agency, "I want to break a record for marketing profitability, and while we're at it, win every award in our category. Just tell me what you need and I'll make sure you get it."

Marketing groups should go on a field trip this week and see This Is It on a big screen. Act as if it's a motivational video.

Now it's your turn. Whadyya think it'll take to get more marketers to aim high?

Direct Marketing Legend Succeeded by Failing ... and Failing

You're looking at one of the most profitable direct response ads -- ever. It was conceived and written by Joe Sugarman, living legend of our Facebook group.

Over the years, Joe sold around 20 million pair of BluBlocker sunglasses. These days he lives a Cribs-like existence in Maui, which my brother Allan tells me is Hawaii's most beautiful island. 

I spoke with Joe earlier this year, and he mentioned something that should be burned into the memory of online and offline marketers everywhere.

The man who wrote, "I have failed more times than anybody I have ever known," talked about extreme, consistent, deliberate failure. Joe said his ads failed around 90% of the time.

Marketing Research 101 professors say not to run a test unless the potential value of testing far exceeds the cost. Direct Marketing 101 professors add that tests should be run in ways that minimize downside risk while maximizing upside potential.

Intelligent direct marketers launch tests to thousands and roll out winners to millions. They alter or dump losers before they cost big bucks. Profits of winners are far higher than tests that crash and burn. Simple.

Testing made Joe Sugarman richer than any of the "gurus" who made money talking about getting rich in marketing. It's a lesson worth repeating next time you propose a test and someone asks, "Aren't you already supposed to know the answer?"

Have a great testing story to share?