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Why the Fortune Is in the Follow-Up
Everybody in business always hears, “The fortune is in the follow-up.” Nobody ever talks about why. Is it because people are annoyed by you and are trying to ignore you? In a few rare cases, perhaps. More likely, the people you’ve contacted are busier than a one-armed paper-hanger. They might be interested in your offer; […]
Continue readingWhat a Nasty Rash Taught Me about Marketing
Back in middle school, when I was about 11 or 12, I developed a really bad case of eczema. At first, it was pretty mild, but the doctor in Alabama misdiagnosed my condition and gave me creams that actually made my eczema worse! Talk about a goof up. As the eczema spread, I remember being […]
Continue readingI See Dumb People!
I hate to put it so bluntly, but people are dumber than you think. No, I’m not some misanthrope (I really do like people)… and yes, there will be a marketing lesson here. So please bear with me for a moment as I present a few seemingly unrelated pieces of information. In the past few […]
Continue readingI Like Your Plain Language
After speaking with a potential client for an hour, he told me he was really glad that I hadn’t used the word “deliverables.” He also said, “I like your plain language.” That really struck me because plain language is really what copywriting is all about. It’s about writing like you talk. Not in a fancy […]
Continue readingThe Easiest Way to Lose a Sale
So I’ve been car shopping lately. And let me tell you, it’s been really disappointing to see how careless car salesmen are. Here’s why: Went to Subaru dealer #1. Test-drove a 2009 Impreza WRX. After I left the dealership, I received no follow-up whatsoever. Went to Subaru dealer #2. Test-drove a 2010 Outback. After I […]
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