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07/27/2009

It’s Only a Name. So What?

“The name is Bond. James Bond.” Does your name get that much attention when you introduce yourself? Names are important to us. That’s true of product names, too. Let’s talk specifically about checking account names. Sometimes I think I’ve seen every possibility. Them someone surprises me. What’s most surprising isn’t the far-out choices where the…

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07/24/2009

Which E-Mail Marketing Message Would You Have Opened?

Yesterday, among the many e-mail marketing messages waiting patiently in my inbox, the following two caught my attention.  I found the first one extremely intriguing since I had to open it to discover what was being offered.  The “From” name was genius.   The second one caught my eye because paying only $1.99 for 500…

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07/23/2009

Free or You?

I was the guest speaker at a local community college marketing class a few years ago and I pulled the same trick I’ve tried on many of my co-workers. “What’s the most important word in direct marketing?” I asked. These students were pretty sharp. I saw eyes brighten, confident they knew. “Free,” answered a student…

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07/22/2009

“It’s All About Me, The Customer!”

(Editor’s Note: Even though you may not be in the business of training your employees, you more than likely know someone who is. If so, PLEASE PASS THIS ALONG! This is the first in what I hope to be an ongoing series of tips, helpful hints, and general thoughts that I have regarding the training…

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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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