From the category archives:

Research & Preparation

The “Enlightened” Definition of Marketing

June 2, 2009

There is no simpler and more elegant definition of marketing than this:
Getting the right message to the right person.
I love this definition because it immediately reveals the process of marketing, and implies a 3-step action plan.
If you’re going to get the right message to the right person, what’s the first thing you need to know?
Who [...]

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Conference Call Replay: “Creating Your Core Marketing Message”

May 5, 2009

I’m back! And I have much to say about my absence. (More on that in the coming weeks.) But for now…
Listen in below as Ed Philipp of www.TeleseminarWebFolk.com interviews me on the foundations of copywriting and creating a persuasive “Core Marketing Message.”
Here’s what I cover:

How to create a message that engages your ideal clients and [...]

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How To Build Rapport In Print, Part 1

January 29, 2009

Is your sales letter performing as well as you’d like? Is it converting well enough to produce a nice stream of cash straight into your bank account?
No??
Then perhaps your sales letter is failing to do one fundamental thing that MUST happen before any kind of sale is made….
Build rapport.
Rapport is demonstrating you understand your prospect… [...]

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Before You Write A Single Word Of Copy…

January 28, 2009

If you’re not getting the kind of response you want from your marketing piece or sales letter, then you’ll want to pay close attention to what I have to say today…
Because… what I’m about to share with you is an absolutely critical element to creating any kind of money-making marketing piece your ideal buyers will [...]

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