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The Ultimate Risk Reversal
Risk reversal is often a critical component of a successful sales piece or marketing campaign. This is because the biggest objection you must overcome in a sale is the prospect’s concern about the quality or effectiveness of the product he’s buying. “What if it doesn’t work the way it’s supposed to?” he worries. “What if […]
Continue readingAlways Give a Reason
Whenever you discount a product or hold a sale, always give a reason for why you are doing it. I was reminded of this just the other day while getting family photos at Sears. They had a flier laying out on one of the side tables. On the front page, it said: CRAZIEST DEAL EVER […]
Continue readingLife Takes Visa
As a copywriter, I’m very sensitive to the meaning of words. Often, the right word (or the wrong word) can make a substantial difference in meaning and response. For instance, I like to tell the story about when I tested the phrase “No Sweat” against the phrase “No Problem” in a Google Adwords ad. Only […]
Continue readingIt’s Not All Bad…
Last week, the Dow experienced its worst week in 112 years of history. And yet, it’s not all bad. There are many opportunities to be taken advantage of. You only have to have the eyes to see them. Here’s an example… Imagine the most difficult business you could possibly be in at the moment. The […]
Continue readingHow Not to Advertise
Shea Homes owns Highlands Ranch, which is a massive community in the county where I live. Shea also builds most of the new homes in Highlands Ranch. Apparently, Shea is trying to drum up some home buyers. So they sent me an email with a headline that says: “Shea Homes Value for an UnLimited Time […]
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