The opening sentence for your sales letter or email

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It’s often been said that they key to writing a great sales letter or email, is to write a great first sentence. After all, if they don’t read the first sentence the whole marketing effort comes to a grinding halt.

As legendary copywriter John Caples put it, “The goal of the first sentence is simply to get the reader to read the second sentence.”

I would add to that it should not only hook the reader’s attention, it should also build credibility ...

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What Lady Gaga Knows About Marketing Your Business

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The problem (to sum it up succinctly) is that you’re ignored. You simply cannot get on the radar screen of your niche market (and when you do-they generally aren’t interested in learning about what you have to offer.)

The reason is simple.

You’re chicken.

Which brings me to Lady Gaga and what she can teach you about reaching the types of people you want to do business with.

She isn’t afraid to stand out.

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Dumb Ass Halloween Marketing Idea?

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As my friend Steve Harrison points out, one of the best ways to get publicity for yourself, or get your blog re-tweeted, or your article picked up, is to tie it into a current event. So since tomorrow is Halloween, you might want to think about how to connect what you do with my second favorite holiday.

But, you’ve also need to get your post opened, read and passed along. Interestingly the key to doing ...

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Telling The Story About Your Services

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One of the most difficult aspects of selling an intangible (such as services) is getting the prospective client to visualize in their mind the benefits they’ll receive from doing business with you.

As most of you know, I have a great bias for using stories to make the intangible tangible. (Which is why I unabashedly recommend my book Unique Sales Stories to you.)

I’m also a believer in learning from the masters in a field, even if the field is ...

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Why Prospects Don’t Convert-Niche Marketing Strategies

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Few things are more frustrating than finally developing a system that attracts lots of new prospects, yet none of them turn into actual clients.

So today, I’d like to share a couple of thoughts that perhaps will be helpful. One is more tactical in nature, while the other may require a bit of a strategic shift. Both are worth thinking about.

Obviously, there are a host of factors that influence conversion, but I think that it’s important to recognize that simply driving ...

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Telling Stories To Achieve Business Growth

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Personally, I think this whole idea of trying to encapsulate your business in a single sentence, and focusing endlessly on creating a USP, is a bunch of hooey.

As a bit of historical perspective, the whole concept of USP was dreamed up by legendary ad executive Rosser Reeves of the Ted Bates Agency. The idea is that you focus on some claim (which may or may be a claim your competitors could also latch onto if they wanted to) ...

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Using Content Marketing To Attract New Clients

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If you’re similar to most of my clients, you’ve been bombarded to death with messages trumpeting the importance of “Content Marketing”, and it’s likely you have one of two reactions.

Sounds like something that’s good, but I’m not sure exactly what it is, or why it’s really important (aside from the fact you’re telling me it is). Or…

Sounds like yet another thing I don’t have time for.

So let’s see if we can shine some proverbial light on the topic and help ...

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The Importance of Big Ideas

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What’s the toughest part of getting people to pay attention to you when you’re trying to attract more new clients?

Setting aside for the moment all the ideas on using video, social media, and other delivery methods, from a purely practical perspective, you’ll not attract the interest you desire if you don’t have a “Big Idea” behind whatever you create.

Copywriting giant David Ogilvy observed:
“It takes a Big Idea to attract attention. Unless your marketing contains a Big Idea, it ...

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So what do we mean by Guerrilla Marketing Ideas

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We hear the term “guerrilla marketing” a lot but I’m not sure we all know exactly what it means, nor whether it’s really appropriate for all business owners.

The term came into prominence as a result of a best selling book by Jay Conrad Levinson. It’s evolved into a series of books that tackle “Guerilla Marketing” for all sorts of niche businesses. (In the spirit of full disclosure, his team contacted me a few months back about doing a book ...

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How to tell a great sales story by doing this

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I think that telling sales stories is a bit like cooking. Most of us know the basics.

So why are only a few of us great chefs?

The key is that they understand how the ingredients fit together. They know when to add a “touch of this” and a “dash of that.” There’s a science to it, but there’s also an art.

I’m not sure the art can be taught, but the science certainly can. I firmly believe anyone can master the art ...

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