I first taught this technique in 1998. While there have been tons of improvements since then, today I still see copy on so many websites, sales letters or emails using a language that only the person who wrote them understands.
People still seem to ignore their readers.
Abraham Maslow once commented, “If all you have is a [...]

On 9-11, I was doing a consulting project in Florida, when the news of that catastrophe hit us.
Instantly, you could feel the company close the blinds, withdraw, becoming more insular, more self-protective.
Anyone who called that firm and asked, “How late are you open?” was suspect. Why do you want to know? Who are you? Are [...]

I was doing a nationwide consulting project for Xerox and I had a chance to train their field sales force as well as install a telemarketing unit.
I prepared by interviewing their best salespeople. One memorable producer was very insightful when it came to defining who makes a great customer:
“People in pain,” he said, quite assuredly.
I [...]

I recently had the opportunity to interview 10 industry experts to get their advice on how to deal with ‘price-shoppers’ and ‘tire-kickers.’
Nothing can waste a builder or remodeler’s time more than spending it on a lead who may not be serious about going ahead with the project. Nothing can eat up a builder or [...]

Let’s talk about building and managing effective distribution channels…third party distribution channels that can help your company to take itself to the top of its market and beat your competition. Many companies, for years, have looked at third party distribution channels as a vehicle for fast acceleration of their sales. There’s a plethora [...]

Free Cash, Vouchers: Watch out for companies that invite you for a free trial but ask for your credit card or banking information

I’m constantly amazed how otherwise smart marketeers
become deaf, dumb and blind at a show. I remind clients –
You = Your Company – so when the company rep is
incompetent, it reflects on everything about the company.
DEAF?
Not really deaf, but not aware of the gist of the conversation.
Interaction at trade shows is quick, maybe with nods and
incomplete [...]

I’ve found that winners say “I choose to.” Whiners, on the other hand, say “I have to.”
Let me explain. On a plane, I mentioned to the executive next to me that I’m a professional development consultant and speaker. She smiled, gave me a knowing nod, and before the wheels were up revealed her “pain.” She [...]

“Yeah right!” I thought to myself as I started to
turn off the TV after hearing that the show was
about a dancing horse.
I couldn’t imagine watching a documentary about a
dancing horse and its rocky road to success.
I was very skeptical but curious enough to see if this
horse could actually dance.
After all, the truth is sometimes stranger [...]

First of all, get your mind out of the gutter — I said
“back-end”, not “rear-end”, O.K.?
You see, today I’m going to teach you about getting
“back-end” sales and why you must make them.
And, if you’re still struggling with your back-end sales,
and you can’t seem to nail down “what” to sell as your
back-end product, I’m also [...]