Here's a quick post for you on an intriguing sales concept that caught my eye recently... It's about: Tapping into your prospect's inner drive ...instead of pushing (ugh) or pulling them into a sale. I'd read about this a while back in Dan Pink's excellent book To Sell Is …
Portfolios? Where We’re Going, We Don’t Need Portfolios…
DR copywriters and portfolios: peas and carrots, or water and oil? Every now and then, a client or prospect asks me if have a portfolio of work on my site. I don't. Here's why. An important tip for rookie Direct Response copywriters If you're a Direct Response (DR) copywriter, you …
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Indiana Jones And The One Key Thing
"There's Just One Thing..."* In the classic Reality In Advertising, copywriting Hall-of-Famer Rosser Reeves re-tells a great story that’s been around for years. It may or may not be true (those are often the best ones.) Here 'tis: Bluster and brimstone Apparently, US …
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Shock ‘Em Like A Pro (A Confession)
I have a confession to make... Today’s post is a little different. It’s about the time I murdered my cousin Jim with my bare hands, when I was just 11 years old. Whaaat? Ok, of course I didn't. I made up that shock confession to demonstrate something called a Pattern …
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The Power Of The Contrast Principle
It Is Springtime And I Am Blind: The Power Of The Contrast Principle You’ve probably heard a bunch of stories about legendary ad-man Rosser Reeves. Most notably, how he was the inspiration for Mad Men’s Don Draper. (You know, Don: Chief Copywriter/Creative Director at the stylish …
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Are You Irritating Or Agitating Your Customers?
I just started reading Dan Pink's book To Sell Is Human. It's great. In the book, Pink demonstrates how 'Sales' - that great big ugly, scary, stinky concept - isn't what it used to be. He explains how we're almost all salespeople in one way or another, whether we realise it or not. As an …
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“Blueberry Muffin Marketing”
Here’s a great way to inject a little magic into your marketing… It’s a simple, fun tactic for bringing out the personality in your product story – or your personal story – so it resonates with people... And can even transform passive readers into active customers. We’re talking here about …
What Do You Want To Do Next?
There are two groups of people you're not converting right now: 1) People who don't want what you're offering... 2) People who DO want what you're offering, but aren't sure how to get it. It could take quite a bit of time and effort to persuade more of the first group to convert. To buy …
