In 1992, I wrote power positioning as a way to help attract clients in my early career as a marketing consultant without the need for cold-calling or selling.
When writing direct response copy, a few things can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter, or advertisement into an action-generating mechanism is, without question, the headline. But lately, I’m seeing more and more headlines that are limp, bloated, or simply dead wrong. A […]
In a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.” Gap Analysis is an immensely powerful selling technique. It’s also an important feature […]
Throughout my research, I’m always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements. Elements that, with just a few short changes, can help multiply the results almost instantaneously. Generally, I have found that there are seven common […]