Different Strokes for Different Folks

Ever wonder how some people can love an ad that you hate with a purple passion?
Even the best ads miss the mark by a mile with at least half their target audience. Ads are like music; a distinctive style and message that repulses some listeners will attract others like bees to honey. These are the [...]

Speaking Out

The Key to Building a Marketing Platform You Can Stand On
You know what I would do if I were a publisher?
I would build a closet in my office and stock it full of blue-collared shirts. Then, every time I signed an author, I would lead that person to the washroom and insist that he or [...]

Why Getting Published Can Help You Network

Focus on branding your company and yourself in the marketplace to enhance your networking efforts.
Recently, an associate of mine who read one of my books and attended some of my training sessions called me and said, “I really love your material, but why don’t you put more emphasis on your ideas about ‘creating your identity [...]

Buying: The Flip Side of Selling

I explained the five-step selling process in “As Easy As 1, 2, 3 (4, 5).” Each of us engages in this process numerous times a day, whether we are buying a can of soda or making a more complex decision, such as buying a new car. Whenever a customer makes a buying decision, that decision [...]

Is God in the Details?

The left brain is your link to this physical world and the right brain is your link to the spiritual. It’s all very simple, really. It’s just a question of body and soul.
Sight, sound, touch and muscular control are housed in the brain’s left hemisphere and provide your soul’s connection to physical reality. Language is [...]

“You Scratch My Back, I’ll Scratch Yours”

Have you ever had your ‘bubble of excitement’ for a new movie burst by one negative review in your local newspaper? Never mind the fact that it was based on one of your favorite books or TV shows of all time. Or that every trailer you’d seen over the past few months looked absolutely incredible. [...]

What Should You Measure?

Ever looked into the wrong side of a telescope? Everything’s little. Often, that’s the way interactive marketers view their world.
The Web has been called the most accountable of all media. You can track virtually anything. That can be bad news. We can become overwhelmed by data. This intense focus on data is like looking into [...]

I Did Not Die Today

I did not die today.
I am, for the moment, alive and well as an ad writer. But I feel I’m being stalked by iPods, cell phones, instant messaging, and increasingly fragmented media choices. And they’re all gunning for my life.
Over-communication rides rampant across the mindscape of America, putting greater-than-ever pressure on ad writers to create [...]

Speaking to the Heart of the Dog

You don’t turn a book into a bestseller by accident. It’s the result of multitudes walking into bookstores and logging onto websites with your author’s title in mind. But for that to happen, your author must first establish himself as a respected authority whose name comes to mind when the audience has an itch that [...]

Selling Yourself Short on Traffic

I recently discussed the importance of maximizing conversion of the traffic you already get before spending money, time, and energy trying to attract more traffic. Gather ’round for a little fable about the application of this principle in the case of Widgets-R-Us versus Widgets-4-You. Both companies are in the same business (yes, selling widgets). They [...]

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