Great headlines

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I love this recent ad campaign for Chevy trucks.

Perhaps you’ve been fortunate to see the insert that’s been appearing in a number of national magazines.

The thing must have cost a freaking fortune, since the insert contains a real live video (a know-a bit of a contradiction).

The headline for the campaign is Can a truck make your more handsome, more dateable and even smell ...

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Do blogs really get you more new clients?

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On the one hand, writing a weekly blog seems like a pain.

For most of us, sitting down and writing something, isn’t high on the list of “fun things to do.”

Moreover, will a blog really get you any more new clients, or is it just a colossal waste of time?

The answer is that “Yes” it will help you attract new business, but (and yes, there’s always a “but”), only if you think of blogs as a component of your overall marketing ...

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Creating a great video script

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Appearing in front of a camera can be a bit intimidating at times. So, if you’re just starting out with creating videos for your website, using an outline or script can make the process easier. With that goal in mind, let’s create a great script for you today.

The first step is to determine what your goal is for the video.

As I’ve mentioned before, the most effective lead generation is that which directs people to place where they can opt-in to ...

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Developing Your Pitch Book

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It’s a commonly overlooked component of the sales process-yet if you want to close more deals with more prospective clients-it’s a crucial component.

I’m referring to the Pitch Book.

  • You need it if you’re marketing high value services.
  • You need it if you’re marketing alternative investments to accredited investors.
  • You need it if you’re seeking luxury real estate listings.

Simply put…you need it.

So what is your Pitch Book and where does it fit into the marketing/sales funnel?

Simply put, your Pitch Book is a 10-15 page ...

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How to write engaging copy

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Obviously, it’s a complete waste of time if nobody reads what you’ve written.

And…it’s a hit on the bank account if nobody takes action after they’ve read your stuff.

So, what’s the secret to writing engaging copy that both gets read and acted on?

Well, to start-you need to read people who write great engaging copy.

No-you shouldn’t try to copy them. You should be influenced by them.

Case in point.

Some of you may remember Gary Halbert. He’s one of the all time great copywriters. ...

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Creating a great hook for your lead magnet

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Once you’ve selected a format for your lead magnet, your next task is to decide on a subject. That’s going to provide you with the “hook” which is what you’ll be promoting in your ads, direct mail copy or however you decide to promote the availability of the free offer. Lead magnets live and die based on whether the topic is one that people will want to grab.

So, to begin, you want to ask yourself a series of questions

What’s the ...

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Choosing a format for your lead magnet

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While having a website is critical for your business success, you need something for people to opt-in for when they visit. That’s how you build a community of prospective clients.

You can create your lead magnet in any of a number of formats: a report, an audio, a mini-course or even a video if you’re most comfortable with that.

However, don’t get bogged down on deciding which one to focus on, after all your success will be determined by what you implement, ...

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How to tap into the desires of your prospects

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The more you understand the needs, wants, hopes and desires of your prospective clients, the better you’ll be able to position your services to meet those needs.

Here’s the best exercise I’ve run across that will enable you to get into the mindset of your clients:

Answer the questions below, to create a, “Perfect Prospect” for what you are marketing. (Tip: Write down what immediately comes to mind.)

  • John (or Jane) is my ideal prospective client. He/She is __years old. His/Her three ...
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“Movie Trailer” marketing to the affluent

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The newest approach for marketing to the affluent is what’s becoming known as Movie Trailer Video Marketing. Although the early adopters are in the luxury real estate field, don’t be surprised to see this approach take hold among other consultants, advisors and experts who are seeking to gain a foothold with the ultra-affluent.

As I’ve mentioned repeatedly, good marketing is all about telling a good story, and Movie Trailer Video marketing takes this to the next level.

There’s a great post about ...

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How to become a recognized expert

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One of the biggest challenges facing consultants, experts and advisors, is how to stand out from the pack. As one might guess, the primary benefit of becoming a recognized expert is that it draws potential clients to you, rather than you having to chase after them.

Case in point.

If you ask most consultants and advisors how they get new clients-you’ll hear, “Referrals.”

Nothing wrong with that.

However, in most cases, it’s not the referral that calls them.

Rather, the advisor learns of a referral, perhaps ...

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