by Peter Michaels on
"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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by Peter Michaels on
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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by Peter Michaels on
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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by Peter Michaels on
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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by Peter Michaels on
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 …
by Peter Michaels on
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 …
by Peter Michaels on
A few years back, I had an unusual kind of success. One that almost ruined my career before it had barely begun. As an entrepreneur, you may have experienced this sort of success yourself: When you get a great result, but at the expense of something... Perhaps a relationship, …
by Peter Michaels on
They’re your ideal customer... But they didn’t buy from your site. What went wrong? For entrepreneurs selling their services or products online, finding out an ideal customer has seen their offer on a landing page or elsewhere on their site - but passed on it - can feel like a real …
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