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11. |
Have Something Good To Say
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If you don't get this right, you can just forget about everything else...your advertising will fail miserably if you don't have something good to say. The great business philosopher Jim Rohn probably summed it up best in his lecture about communications. He was talking about personal communications, not about advertising, but I think the principle holds true. He says to .....
Author: Rich Harshaw
Date Posted: Aug 17, 2005
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12. |
Why Prospects Don't Buy
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Understand "The Educational Spectrum" and You'll Increase Your Sales
Do you ever notice that when you're in the market to buy a car, you notice almost every advertisement for cars on TV, radio, and in the paper? You even notice all those cars with prices shoe polished on the windshield in supermarket parking lots. You buy Consumer Reports and Auto Trader and read class .....
Author: Rich Harshaw
Date Posted: Aug 17, 2005
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13. |
The Myth Of Relationship Selling Revealed At Last
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The second you quit being the 'best deal' for your customer, he'll drop you like a hot potato. Regardless of how many lunches you've bought him or birthdays you've remembered.
Every business we've ever consulted tells us the same thing about their sales force. They say that their industry is different from all the others and the only effective way for t .....
Author: Rich Harshaw
Date Posted: Aug 17, 2005
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14. |
The Introduction - It's An Issue Of Confidence
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There are two factors at work in a prospect's subconscious mind when he's considering doing business with you: confidence and risk. Your job in advertising is to raise confidence and lower risk. If you successfully do that, you'll sew up all the business. So let's talk first about confidence. The problem is that in today's marketplace, people are more jaded, .....
Author: Rich Harshaw
Date Posted: Aug 17, 2005
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15. |
Target Marketing: The Bell Curve
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Finally, Something You Learned In Math Class Makes Sense In Real Life.
Okay, here's the day you've been waiting for since 9th grade: today's the day you're going to find out what some of that funky stuff you learned in math class has to do with anything. Believe it or not, there is a mathematical model - the bell curve - that explains how you should target your .....
Author: Rich Harshaw
Date Posted: Aug 17, 2005
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16. |
Advertising That Annoys: The Real Story
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Critics conclude that entertaining or “creative” commercials sell better than those that are bland. But liking the commercial may not really be that important in the scheme of things. It all depends on the needs and preferences, motivation and financial reservations of the customer. The question isn't whether people like the advertisement or not, it’s whether the advertisem .....
Author: Mark Levit
Date Posted: Aug 17, 2005
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17. |
Humor in Advertising
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Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product. Audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced. The key to funny advertising is assuring the humor is appropriate to .....
Author: Mark Levit
Date Posted: Aug 17, 2005
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18. |
Is CRM Technology Living Up To the Hype?
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Over the last few years the buzz about CRM (Customer Relationship Management) has grown extensively. It seems that every Sales & Marketing executive is talking about it. A study conducted by Jupiter Media Metrix found that U.S. businesses spent more than $5.2 billion in CRM technology software in 2001, a number that is expected to rise to $8.7 billion by 2006. CRM spending .....
Author: Mark Levit
Date Posted: Aug 17, 2005
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19. |
Sex in Advertising: Does it Sell?
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We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?
Sex appeal can increase the effectiveness .....
Author: Mark Levit
Date Posted: Aug 17, 2005
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20. |
Is CRM Technology Living Up To the Hype?
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Over the last few years the buzz about CRM (Customer Relationship Management) has grown extensively. It seems that every Sales & Marketing executive is talking about it. A study conducted by Jupiter Media Metrix found that U.S. businesses spent more than $5.2 billion in CRM technology software in 2001, a number that is expected to rise to $8.7 billion by 2006. CRM spending .....
Author: Mark Levit
Date Posted: Aug 17, 2005
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