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07/22/2009

Are You Afraid Of Offering A Guarantee?

If you want to dramatically improve response…offer prospects a guarantee!   I find it amazing that so few marketers include a guarantee in their newspaper and magazine ads and direct mail packages.   My belief is that most marketers are simply afraid to offer a guarantee.  Without any empirical evidence, they assume that offering a…

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07/21/2009

Have Today’s Marketers Forgotten About AIDA?

Whatever happened to following the famous AIDA marketing principle that’s taught in beginning marketing courses?   Attention – get your prospect’s attention. Interest – generate interest in the product you’re selling. Desire – create desire for your product. Action – demand action by asking for the sale.   Scrutinizing at least a hundred ads a…

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07/21/2009

Do It All the First Time

You probably don’t know his name, but you remember his story from art or your old school texts. His name is Sisyphus, and he’s the figure in Greek mythology who is punished by being forced to roll a large boulder up a steep hill. At the top, the boulder always rolls back down and Sisyphus…

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07/20/2009

Premiums: Give and Take (Away)

There’s a TV commercial running for Ally Bank that shows the big bad banker with two little girls. He asks the first if she wants a pony. Her yes answer earns her a small toy horse. The second girl also answers yes, but she gets a real pony. The point of the commercial is that…

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07/17/2009

They Made It So Easy To Respond

Whatever you do – go out of your way to make it easy for your customers and prospects to respond!   After all…you do want as many of them to respond as possible – don’t you?   As I booted up Friday morning I immediately went to Outlook to check my e-mail inbox.  I can’t…

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07/17/2009

My Number 1 Secret for Great Marketing Letters

If you’re ever asked to write a marketing or promotional letter, the first step you take is to find a professional copywriter to do the job for you. Wait. Just kidding. That’s not my “Number 1 Secret.” Well, maybe you do want to find a professional copywriter to handle the project. But if that’s not…

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07/15/2009

Finally — A Credit Card Offer Arrived In The Mail

I was beginning to believe it was the end of an era…an era when the ubiquitous credit card offer ruled the direct mail world.   Months have gone by with nary an offer from anyone selling credit cards.  I was slowly becoming nostalgic for the good old days when these offers arrived in mass on…

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