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Why They Should Buy What You’re Selling
The majority of our purchases are made to advertise our self-identity. If customers are looking for products and services to believe in, why should they believe in you? Don’t answer “quality” and “service” or something like that. You should stand for those things anyway. You need to stand for something larger than yourself, or at [...]
A Simple 3-Word Technique to Become More Relevant to Prospects
This simple technique is a smooth transition from features to benefits, which means that your readers will be hooked as you show them why your message matters to them, on their terms and in their language. It’s a foolproof way to get details out of your head and into theirs, which means that your readers [...]
Blogging For Small Businesses
Blogging is tremendously valuable for small businesses. The benefits of blogging include: It helps your website get found by search engines, therefore increasing your website traffic. Extends your brand. Connects you to your customer base. Motivates, tantalizes and excites readers. Explains and informs. Becomes a hub for discussion and community. Advertises events, coupons, special deals. [...]
The Awesome Power of a Bunch of Wired, Angry People
The Internet Age is really a bad time to pick a fight with your customers. If you offend someone, consistently deliver a sub-par product or introduce some new fee or privacy intrusion, you’ll soon find yourself on the business end of a fast, aggressive grassroots campaign. Why? The Internet has allowed formerly disconnected consumers to [...]
5 Things You Can Officially Give Up On
Attention, Internet marketers: here are 5 ideas it’s OK to abandon. Stop trying. Unless you’re good at them, don’t bother. 1. Humor You can make your copy cute or even whimsical, but leave pure comedy to the professionals. I’m not talking about jokes at your expense or little asides. I’m talking about straight up comedy [...]
Stranger in a Strange Brand
I love browsing magazines for which I’m not the target audience. You can learn a lot about its subscribers — or at least their aspirations — by looking at the ads. Why seek out marketing for products you probably have no interest in buying? To see how they work. Since you’re not being directly targeted, [...]
Leave Them Wanting More
I tend to have one of three relationships with the websites I visit. I either: Follow the site occasionally and mostly skim headlines; Follow the site causally out of curiosity or obligation; or Follow the site obsessively, checking for new content daily. What has this top tier done to earn my daily devotion? They got [...]
The #1 Secret of Selling
It doesn’t matter how clever, creative, entertaining, or controversial you are — if your offer isn’t relevant, it isn’t going to sell. As the legendary direct response copywriter Gary Halbert says in this video: “Being on target [with your messaging] is much more important than being facile with words.” What does it mean to be [...]
How One Business Increased Revenues by 16.7% in One Month Using Hub Mentality
Owned and operated by Lisa Feinman, Atlantic Seafood Market sells, as you may have guessed, fresh seafood in Old Saybrook, Connecticut. We started working with Lisa in September of this year. We didn’t start any outbound marketing efforts until the first of October because we were just building infrastructure. October was our first month of [...]
Smart Cars USA Shows How to Draw a Crowd by Boldly Proclaiming What You’re Against
“Few ads are written to persuade. Most ads are written ‘not to offend.’” -Roy H. Williams It’s a fatal mistake in business to try to be all things to all people. Bland mission statements and ads are the result of companies describing solely what they stand for. “High quality. Fair prices. Honesty. Blah. Blah. Blah.” [...]
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