Every now and then an ad makes me want to remonstrate the copywriter… and then rewrite it myself. “First you need to enter the conversation going on in the prospect’s mind.” — Robert Collier. If your message doesn’t address something your target’s already thinking about, you’ve flunked the “So What” test. The ad above […]
If a client ever tells you “Everyone” is a target customer, tell them about John Grisham. As 2016 came to a close, Grisham’s thriller The Whistler was the #1 hardcover fiction book in the United States. So when Grisham tells an interviewer he has a particular target in mind when he writes, marketers should take notice. Here’s his […]
“People often mistake activity for outcomes, but they are not the same thing.” — Anthony Iannarino, The Only Sales Guide You’ll Ever Need Now that traditional media companies are offering a full array of digital advertising products, we (and our clients) benefit from all of the measuring tools available to us. When the message is […]
When I sold advertising for the New York Mets, my efforts were aided by some built-in urgency: every advertiser wanted their fence sign to be up by Opening Day. Opening Day was fixed on the calendar, in early April every year. Clients had to have their copy turned in by mid-February. Before the painter […]
There’s an easy-to-find source of marketing data about your clients… and many salespeople don’t bother to use it. It’s your client’s Facebook page. Before you roll your eyes, take a moment to ask yourself — are you looking at those Facebook pages before every meeting? In my travels as a broadcast and digital sales trainer, […]
