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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 readingRipped Off… Again
Last night I received a piece of official looking mail. At first, I suspected it might be a solicitation disguised as government mail. Turns out I was wrong. It was a bankruptcy notice. After carefully scrutinizing three pages of paperwork, I finally located the name of the business in question: it is (was) one of […]
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 reading7 Ways to Get Your Email Opened
It’s rare that I receive any kind of new or noteworthy email. Most of them all look and sound the same. I imagine your inbox looks the same as mine. That’s why one of the biggest challenges in email marketing (just like direct mail) is figuring out How to Get Your Email Opened! You have […]
Continue readingThe Granddaddy Of All Copywriting Secrets
[Editor’s Note: Here’s an excellent article from my friend and colleague, Ben Settle. I love Ben’s insights into copywriting, and this one is no exception. By the way, this article hasn’t been published anywhere else — not even on Ben’s blog. Enjoy!] Of all the copywriting secrets out there, this one is probably the most […]
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