We can talk a lot about targeting your ideal customer. But there is one target market that is so often overlooked and it’s literally a gold mine. It is acres of diamonds right in your own back yard. This target market is your past and present customers. This target market is the only one that […]
In fact, here are six words that will change your business life FOREVER! Start with “who” then work backwards. Too much of the time, we start with the “what.” What do we want to sell? What do we want to promote? What service am I going to provide? What am I going to charge? What? […]
One of the keys to crafting the right message is making sure you are aiming it at the right market. The best possible offer made to someone who is wholly unqualified or wholly disinterested in it is not going to work. You’ve got to match your offer with the right people to receive those offers. […]
Something that holds back many business owners is that they are concentrating so much on what they do, that they don’t focus on how to sell what they do. Let’s say you’re the best brain surgeon in the world. Is this a valuable skill? Did you answer yes? If you did, let me ask you […]
One key aspect that separates the most prosperous businesses from the rest is that they develop the skill of widget making. Widget making could be the number one skill you’ll ever learn as a business owner. Once you’ve got it, you use it over and over again every day in your business. Widget making is […]
One of the biggest obstacles to prosperity for most business owners is that they don’t have a clear message to communicate to the market. Somebody sets up a restaurant, a florist shop or coaching practice and they spend all their time and energy worrying about what it looks like inside or what their website is […]
Todays Lesson – Ya gotta get noticed first. There’s an old copywriting formula that goes by the acronym AIDA: A – Attention I – Interest D – Desire A – Action It’s a pretty handy tool, especially if you’re fumbling around for just the right structure for your next advertising piece. The copy that does […]
A Classic Gary Halbert Story Here’s a classic story, courtesy of the late-great-copywriter Gary Halbert – a big company (which shall go unnamed) hires Halbert to create a full-page direct-response ad to launch their company. He does; it works fabulously well and is running continuously in USA TODAY and many major city daily newspapers. […]
You may not be a baseball fan, but you know the phrase: “three strikes, y’er out!” And once you’re out, in business it’s not just a trip back to the bench you’re facing, it’s back to the locker room, a cold shower, and a walk home in street clothes – leaving your big league dreams […]
There is a popular belief that the best way to generate good ideas is to come with as many ideas as you can. As it turns out, this theory is not only sound but scientifically proven: studies from MIT and the University of California Davis show that groups of people who produce a large number […]