The Best Four-Letter Word In Advertising!
What is the most powerful four-letter word in your marketing vocabulary? I’ll give you a hint: it starts with "F." Not THAT four-letter word, silly? This one won’t get you thrown out of church on Sunday morning. It’s "FREE!" Nothing pulls orders better or gets response faster than giving something away FREE. Here are 8 ways to use it in your...
Read MoreThe 8 Laws Of Customer Service!
"Endless Referrals" by Bob Burg, is a book about how to turn every contact you make into a "sky’s-the-limit sales opportunity." The book redefines networking – how to do it right and how to do it wrong. As Bob explains in his Golden Rule: "All things being equal, people will do business with, and refer business to, those people they know, like and...
Read MoreFake It Till You Make It!
When I started my coupon book business, I sometimes found it necessary to call on business prospects in person. I would creep nervously into an establishment, introduce myself to the nearest staff member and ask to see the owner. Usually (big surprise), they were busy. I’d sit down to wait, fidgeting with my briefcase. Often half an hour or more would pass. This scenario took place...
Read MoreDon’t Think Your Product Is Unique? Think Again!
"Rapid Response Advertising" by Geoff Ayling has been called "the first genuine advance in the advertising industry since positioning." The book’s main focus is a concept called a ‘meme’ (rhymes with team). A meme is defined as an idea that has been so simplified that it penetrates your brain with lightning speed. You instantly comprehend the deeper...
Read MoreBusiness Means Sometimes Having To Say You’re Sorry!
I’ve said before that the best word in advertising is "FREE." If that’s true, then the easiest word in customer service should be "sorry." In business, as in life, perception is everything. If your customer perceives you made a mistake, whether or not you actually did is not the point. The issue is that your customer thinks you wronged him. I want you to...
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