From the category archives:

Strategy & Positioning

The Most Critical Question To Answer In Your Sales Letter Or Marketing Piece

February 10, 2009

There is one question your prospects are asking themselves as they evaluate your product or service.
They may not ask this question consciously. But it’s ever present at the back of their mind. And without a good answer, you’ll have a difficult time making the sale.
The question is…
“Why should I do business with you as opposed [...]

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The Strategic Use Of Language As A Positioning Tool

February 6, 2009

Before a sale is made, a battle takes place in your prospect’s mind between value and price. If the price is greater than the perceived value, you lose. If the perceived value is so much greater than the price that the offer becomes irresistible, you win.
The battle between price and value is fought using an [...]

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5 “Special Report” Strategies For Online Lead Generation

February 4, 2009

Effective lead generation begins with an exchange: you offer something of value in exchange for your prospect’s contact information. Essentially, it’s an enticement or “ethical bribe” meant to draw your prospects out of the woodwork.
The best kind of enticement is free, relevant information in the form of a “special report” your prospects will find valuable. [...]

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