Every time I publish something I have strong feelings about, no matter how hard I try to word those feelings with civility, someone is provoked. It often starts a fight. If no one ever objects to what you write, what you say, or what you do… it’s possible you’re not writing, saying, or doing anything […]
You should not sell to everyone who is willing to buy from you. This is especially true for freelancers, copywriters, consultants, and solo professionals. While this may sound crazy, especially if you are revenue-starved, give it a bit more thought and you’ll see that I’m right.
Using truth in your marketing has two paradoxical sides. First, you must understand that people on the whole, to paraphrase Jack Nicholson’s character in the film A Few Good Men, “can’t handle the truth”. They don’t want to hear it. But they need to hear it. This is why we often are forced to […]
Marketing, whether online or offline, is personal. What I mean is, it should feel personal to those we are marketing to. If you’ve followed me for any length of time, you know that I am a proponent of direct response marketing. Please don’t waste your money or your time on so-called “imaging advertising” or “brand […]
Of all the powerful weapons you have in your marketing arsenal, emotion is the most effective of all. What do I mean? Your marketing must speak directly to the heart of your prospective customers. You must directly target your message… not to your prospect’s brain, but rather to his or her heart. We human beings tend […]