“Your customers buy when they want to buy — not when you want to sell.” —– Clate Mask, Infusion Software Jane sells high-end furniture to homeowners in the Pacific Northwest. As a general rule, she only advertises when she has a sale or special event. In 2006, she decided to have a storewide year-end clearance […]
It came in the middle of a Michel Fortin teleseminar on copywriting. Fortin was interviewing the legendary direct-response writer John Carlton, and he let Carlton do most of the talking. But in passing, and without elaboration, he mentioned his philosophy on the sales process. The most important word your customer, said Fortin, is “Why?”. And […]
When you work on a marketing campaign, it’s natural to want to make sure you’re targeting “the right people” with your message – the people who are most likely to do business with you. Media people have access to a variety of research tools to make some educated decisions about the kind of people who […]