Case Study: Using The Net Promoter Score to Boost Sales and Lower Customer Attrition Rate

April 13, 2009

I’ve pasted a short proposal I created for a project for a software client last year.
After studying the company for a bit I decided we needed to create better Feedback Loops between the customer’s and marketing. We had almost NOTHING in place other than a team of 10 customer service reps who, of course, only [...]

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To Sell More, Focus and Diverge.

April 13, 2009

To sell more, focus more.
Narrowing your focus allows you to hone in on your unique point of differentiation in the marketplace AND more thoroughly target the prospects who need it.
If done right, you should have almost no direct competitors. Most companies should look like “almost what I need but not quite” vendors.
To do this, take [...]

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The Biggest Marketing Mistake I See Companies Make

April 12, 2009

Everywhere I go I see it.
The biggest marketing mistake companies make always glares at me. But, it makes me smile, because it is easy to fix (and, it makes me look like a genius-hero).
If you fix it, you’ll immediately find your customer acquisition costs seem ridiculously small. It allows you to be much bolder than [...]

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Discover Rich New Oceans of Prospects for Your Service

April 11, 2009

One of the most amazing things to me is how few companies attempt to get other companies to endorse their products or services to clients.
You’d think they’d be all over that…
It’s not as hard as it sounds. CEOs answer phone calls from other CEOs… especially, when they are doing it for the purpose of making [...]

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Can Twitter Really Help Companies Sell More?

April 10, 2009

The answer is yes… BUT, not in the way most people think it can.
If you do it the wrong way, you risk getting branded a slimy spammer.
Twitter is about conversations and people don’t want to have conversations about giving you money. Certainly not when they hardly know you…  If/when they DO want to have [...]

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7 Ways to Sell More Software (or anything else) Using Web 2.0, Social Media and Direct Response Principles

April 10, 2009

Your prospects are busy. They don’t care a bit about your software. Their bills are due, the kids need to be picked up from day care, they aren’t getting enough sleep and they don’t trust advertising.
How are you going to break through? How are you going to catch their attention long enough to let them [...]

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The Lost Art of Attack Ads: How to Cripple Competitors By Exposing Weakness

April 7, 2009

If you aren’t the leader in your category… OR, you are currently the leader but there is a rival gaining ground quickly and stealing minds from you, then here is a strategy that will put a damper on them.
The strongest competitor has picked out a particular strength or clear benefit and used advertising to dramatize [...]

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Sex, Money and Eternal Life

April 3, 2009

Hey,
Someone I know is creating an extremely fascinating, fast-reading special report on all the new brain research that has been done in the last few years. This research is yielding all kinds of facts and tidbits sure to boost the quality of one’s life.
In thinking about marketing this product, he felt somewhat discouraged. Why? Well, [...]

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How to Resurrect Dead Customers

February 14, 2009

How to Resurrect “Dead” Customers…
One of the easiest (and most economical) ways to get a boost in cash flow is to reactivate customers who haven’t ordered in a while. But, you can’t just send them a new pitch and hope they’ll buy. You need to tell them you’ve noticed they haven’t ordered in a while, [...]

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What Can You Learn From The Ad That Brought $42 for Every $1 Spent.

February 5, 2009

Here’s a two-page advertorial I wrote for a Dentist. I wrote it in May of 2007. It cost him $840 per insertion and yielded an increase of $32,000 the first month, $41,000 the second month and $34,000 the third month, which is when I received the email quoted below.
That means it brought back $42 in [...]

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