Here is one of those small changes that has worked very well for me. When mailing lead generation letters to corporations, instead of having a big, bold, headline at the top of your letter, simply use your letterhead (provided your letterhead looks business-like). After the salutation, make the first sentence your headline. Here’s an example: […]
Below are three things I listen for and try to find out: What keeps the prospect awake at night, unable to sleep because of frustration, anger, and resentment? What does he fear and worry about most? What overriding value is most important to him as demonstrated by his behavior and actions? Is it family, marriage, […]
In the digital marketplace, consumers have more options than ever. Therefore, the quality of your product description may mean the difference between you making or losing a sale. After all, compelling product descriptions help drive customers to purchase. They illustrate how a product fulfills their needs or wants and minimizes the need to seek more […]
Because appearance is such a personal issue, many business owners are reluctant to set and enforce standards of dress and grooming. This is a huge mistake, considering how strongly personal appearance influences customers. I find this to be one of the most difficult reforms my clients have to deal with, and they very often leave […]