Discover Secrets to Revolutionize Your Sales Process
I learned many values and leaderships skills from my Dad, even though at the time I wasn't paying attention. He was a role model. This essay (below) reflects on seven philosophies and leadership qualities essential for influential leaders and marketers.
Read MoreHow does a marketer who sells a utilitarian, and arguably boring product, breakthrough in a multi-million dollar category? At least one secret sauce ingredient to their success: sex.
Read MoreA strong idea or point deserves repeating. Why? People scan. Attention spans are short. And it’s repetition of an idea or unique selling proposition that reduces the chance that the casual reader will miss what’s most important. Skillful repetition of your idea builds long-term memory. So why do some marketers think repetition is bad?
The other day I got an email from someone I hadn’t heard from in a while. The subject line was a casual “Hey Gary.” Wow, I thought! I haven’t heard from this person in a long time, so I eagerly opened the email. But in a split-second, I realized this wasn’t a personal email. It was an autoresponder. And it didn’t sound like the person I know who sent it. It felt like it had been written by a copywriter.
Read MoreWhy do certain videos get shared and go viral, while others don't? It's neuroscience, of course. Here's how a person's brain decides what to share.
Read MoreHere's an example of an Adjacent Possibility: chocolate and peanut butter. Separated for years, then combined to become a hot seller in Reece’s peanut butter cups.
Read MoreToday, marketers and copywriters must probe more deeply to peel back the hardened layers that prospective customers add over time to their persona. For example: You’re selling a drill. Is it to drill a hole ... or build an awning? But is the reason deeper? Is the awning going to be a place where a child can sit in the shade when it’s sunny, and under protection when it’s rainy? Perhaps the reason to buy a drill is even deeper: The child is disabled, confined to a wheelchair, and the only time she can breathe fresh air is while sitting outside. Under the safety of an awning.
Ideas sell. And new ideas are hard to come by. Yet, there are ways to pursue an idea worthy of testing. Here are a few ideas.
Read MoreWhy do people unsubscribe from emails? Consumers use words like “boring, repetitive,” “same ads in print,” “too focused on company’s needs” and “I don’t trust their email” as reasons why they unsubscribe in a recent survey. Here are five tips to reduce email unsubscribes.
Read MoreThis seven-step framework follows how people naturally process information, think, and lead themselves to a place where they give themselves permission to inquire, buy or donate.
Read MoreWant to energize your copy? Use the right combination of truly shareable killer headlines and ideas based on this analysis of 11,541 highly shared articles.
Read MoreYour customer’s values, beliefs and biases have shaped their thinking … thinking that is unlikely to be changed, no matter the facts.
Read MoreHow did you do in 2016? Success? Or disappointment? Even strong sales years contain elements of disappointment. So even if 2016 was a good sales year for you, repositioning in 2017 may be in order.
Read MoreAs I reflected on what made my first viral video—now viewed by 8.3 million and growing—I’ve documented what I believe are 10 lessons to help prepare you for “the big one.”
Read MoreWhen writing copy, you must challenge the need for every idea, thought, and word. When copy becomes boring, awkward or confusing, in a click or a toss you’ve lost your sales opportunity, perhaps forever. Use voicing to make copy more concise.
Read MoreMost organizations don’t want to allocate large budgets to marketing, and prefer to generate customers on a shoestring budget. Here's a strategy to make that happen.
Read MoreMarketers often looking at inexpensive channels to grow customers. Here are some specific ways to grow your business with your customers as your sellers with a friend-get-a-friend program.
Read MoreIn direct mail marketing, it’s never a question if a campaign will fatigue and response dwindle. It’s when. So it’s vital to have new campaigns and creative waiting in the wings at all times.
Read MoreBayesian Analytics will upend traditional direct mail testing. It delivers 10x the insights, a substantial cost savings over A/B or multivariate testing, and does it in less time.
Read MoreThe premise of altercasting is that you to project the identity of a role you want another person to assume to encourage them to behave in a desired manner, targeting both the social role and ego of a person. So is this manipulation? And does it have a place in marketing?
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