Opinion drools and testing rules
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Sales Tips you'll learn in The Sales Podcast...
- The written word still matters
- Even in video, the best videos are written first
- Think in terms of scenes
- Do the research to understand your customers
- Interview your customers
- Ally and Gargano
The last thing we do is write the ads."
- "The Book of Gossage"
- When in doubt, hire the better writer
- "Email is the red-headed stepchild of online marketing. But it's hard, thankless work."
- Dan Kennedy reminds us to crunch the numbers to determine which medium to use to get your word out
- "Opinion drools and testing rules."
- To use a mass audience it must have mass-appeal
- An appreciable size of your audience must need what you sell within a few years
- You want to reach the average listener three times in a week, for 52 weeks
- Salespeople only speak to people when they want to buy something so your prospects view your message with suspicion
- When you are running branding campaigns you can reach people when their guards are down
- It's "the sleeper effect"
- Your conscience bias discounts the message but it works on you over time
- Bob Lutz hired a marketing firm, Ammirati & Puris, for BMW to create "The ultimate driving machine"
- If you're really local look at Cable TV for advertising on certain zip codes
- The best advertising is an intrusive location
- Pick a good client who is good at what they do and runs a tight ship
- Build your campaign around a promise they can keep and is baked into how they do things
- There are no rational business owners
- Sales training for non-sales professionals
- Clerks
- Medical practice front desk staff
- Traffic is expensive so get your conversions down before you throw more traffic at your offer
- How the curse of knowledge is hurting your sales
- Buy one of the Wizard of Ads books
- Schedule time to do customer research
- Interviews
- Speaking to your staff
- Dig into online forums
- Buy the Ally & Gargano book and study it
- Hire Jeff
- Go run a test. Re-think your messaging.
Related Articles:
- Ben Settle: Rebel, Copywriter, Introvert, Entrepreneur Shows How To Sell More By Email
- Dean Rotbart: Get More Press With Less Stress (For Free)
Listen To Previous Episodes of The Sales Podcast
Links Mentioned In The Sales Podcast
- Visit Jeff Sexton's home on the web
- Apply better writing to Make Every Sale
