Articles
In a Cast of Many, Why You?
Walk down the cereal aisle at the grocery store lately?
It’s a bit daunting… and they all want to be invited into your cart.
Assuming you didn’t come in with a specific one in mind, and assuming price is not your sole criteria, which will you choose.
You’ll choose the one that lines up with your priorities… and it will have 1–3 seconds to make that obvious. …Click to continue reading
Melting Away the Skepticism Armor
Both “Do Not Call” and “CAN–SPAM” legislation were passed in the last five years even while consumer spending and business spending have been healthy and rising… People are spending more, yet they’re less receptive to marketing.
Fair or unfair, you’re not marketing in a vacuum. You don’t get a pass, an unbiased consideration. Instead, you inherit the burden of rightful and self protective skepticism.
How do you melt the shield of skepticism and win the audience of your prospect? …Click to continue reading
The Question You Must Answer Before Writing a Single Word
At the core of direct response copy is ACTION. Specific, measurable action.
Before you write your first word decide: what EXACTLY do I want the reader to do… buy, call, subscribe, download, click deeper.
The entirety of your copy must be focused on getting the reader to take
that action.
Being wishy–washy about the action, not leading to any specific action
or having multiple actions will all lead to unimpressive results.
…Click to
continue reading
Sense–ational Writing
Fiction writers have some leeway for character and story development.
Sales copy must be more succinct and efficient… but that doesn’t
mean it needs to be dull and one dimensional.
In face to face sales you have the benefit of body language, tone, volume and pitch. Sales copy has to work harder to convey emotion.
One way to accomplish that is to engage the other senses… smell, sound, taste, touch. …Click to continue reading
How to Craft a Better Email
When RSS appeared on the landscape there was much speculation that
email would become obsolete.
That hasn’t happened. In fact, we’re seeing more devices becoming
“must have” to keep the email umbilical cord attached. Devices that
are more convenient and easier to carry around. The sub–4 pound laptops
were raved but gave up the blue ribbon to the Blackberry. That’s still
quite popular but the more ubiquitous cell phone is featuring email capabilities.
Simultaneously getting into someone’s inbox AND getting opened and read has become a quest for the holy grail.
An advantage of direct mail over email is that it costs money.
Confused? Let me explain…
…Click to
continue reading
Case Studies – Why and How To
A case study is a real world tale of a customer’s success using
your product or service.
Case studies are widely read and highly effective. Why?… …Click to continue reading
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