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Marketer Oldies
Ted Nicholas
A product marketer for over
thirty years is Ted Nicholas and his influence can be spotted in just
about every ad in any newspaper or magazine – that shows how much of an
impact he has had on the marketing industry. A large number of his
students still employ his techniques to this day and many others have
became copy cats of his effective style. Although it is undeniable that
his contribution is historical, that may just be it…history.
Unfortunately, he is a die hard “stick to old principles” type of
marketer.
Although his
stuff may be a bit dated, his materials are still good for rudimentary
groundwork. He is right on the money with a lot of marketing principles
and you should really look at some of his work, especially since his
stuff is considered the text book standard for a lot of fundamental
marketing avenues.
Some believe
that he can get overly analytical and puts too much emphasis on
unimportant details. Also, while he discusses how processes work, he
may fail to explain the purpose and point they serve.
While
theories are the bedrock to everyday practice, they need to be put into
a useable everyday form in order to benefit people directly. This is an
aspect that his materials need work on. What I would like to see from
him is to show how things work in a more direct manner to his audience
in order to really hit home the applicability of his theories.
The only
problem other than this need for greater applicability from Nicholas
would have to be his stubborn attitude against the internet, which can
make him look out of touch with marketing in today’s society. He will
have to really overcome this internet phobia in order to stay current
and not to be left behind in the annals of history.
I really
would recommend reading Nicholas’ books, but I wouldn’t exactly start
out with them. Initially, my first picks would have to be those
marketers who have embraced the internet age such as Mark Joyner, Cory
Rudl, Marlon Sanders and Dr. Kevin Nunley.
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