Sometimes, Sadly, People Just Aren't Ready for Help

Sometimes, for all your good intentions, you can’t make the sale.

There are cases when you know, for a fact, they should buy.

You know it’s going to help the buyer.

They’ll advance, heal, progress, learn… they NEED this stuff.

Many people will then try to become more persuasive.

Give more explanation.

Repeat key points.
Try to get through their skull.

Trying to give them the ‘come to Jesus’ moment.

“Trust me. You need this”.

Continue Reading

Black Bus Driver Reinvents Marketing and Prevents a Suicide While He's At It

Heartwarming.

Big lesson, too.

Here’s how a regular guy used the single most powerful persuasion technique to save a life.

And, like I always teach: he used persuasion to achieve a greater good.

Darnell Barton was driving his bus on a Buffalo highway.

A woman stood perched on the edge of the bridge.

Our world and her world were about to disconnect – 7 seconds and 400 feet from now.

Continue Reading

Here's How You Know Marketers Are Lying to You

Sometimes I get real annoyed.

Especially when I see people trying to befuddle honest people like you and me.

Here we are, trying to carve out a niche and make a nice living for ourselves.

We have a business, a plan, a strategy, and we’re working hard.

Along comes some supposed marketing guru, telling you:

“Stop, you’re doing it wrong.Forget everything you know, because everything has changed, and business has never been easier.

All you need is this here new product.

Buy this, and you won’t have to worry.

Sales will be automatic and the internet will be your cash machine.”

And then they start telling you all the things you can ignore.

Design? Doesn’t matter, just drive more traffic!

Continue Reading

This is Why Encyclopedia Salesmen Don't Sleep at Night

I walked into the living room and surveyed what, as of today, was my new home.

Desk will go by the window, big plant in that corner… this place was going to be fantastic once the movers bring my furniture.

 

The emtpy room echoed my steps as I turned and walked towards the kitchen.

And then I saw it, sitting on a shelf, all by itself.

Leather-bound, in its full 1,5 meter glory.

24 full-colour volumes of encyclopedia.

Untouched, unused.

Left behind by the previous tenants.

Continue Reading

Bogo Marketing? More Likely Than You Think

In mathematics, there is a sorting algorithm called Bogo sort.

It can be used to automatically sort things. Obviously.

Except, nobody ever uses it because it’s so incredibly ineffective.

It’s also pretty much how most people do their marketing.

It works like this:

Continue Reading

This is Not a Cliché: How to Make an Offer They Can't Refuse

Nope, no need to bring a gun.

Unlike Robert de Niro in The Godfather (which is where the quote ‘an offer they can’t refuse’ came from.)

When a business makes an offer the buyer can’t refuse, it’s not about force, or bullying, or being pushy. And certainly no guns.

 

Most people make a basic mistake when they make an offer.

It looks like this: “I provide product ABC. This is what it costs. Do you want to buy it?”

Continue Reading

Heads Up: Are You Preparing For a Steep Rise in Sales Yet?

Don’t take this the wrong way, but: Are you preparing for the Christmas season yet?

No, I don’t mean you should start promoting Christmas sales just yet.

You’re not a supermarket, and you’re not going to start offering turkey stuffing yet.

What you should do however, is start preparing now.

Right now is the time for you to start thinking of a special Christmas offer that you can make to your audience in a few weeks from now.

Why now?

Continue Reading

Want More Sales? Give Them Permission to…

…permission to say ‘No’

Let’s do some basic marketing maths.

You’ll have heard of Seth Godin, who coined the term ‘Permission Marketing’.

In short, it means you base your broadcast, your strategy and your messaging on the premise that you’ve been given permission.

Email optins are a great example of it.

People voluntarily provide their email address, knowing you’ll be sending them pitches and promotional materials.

So far, so good.

But there’s another kind of permission, and it’s probably even more important.

Continue Reading

Now That's What I Call a Smart Client. Can't Go Wrong

 

The other day I told you about the killer comma – how small changes to your copy can render it completely ineffective.

One comma can break a page.

So I was thoroughly pleased when I received this email from a client the other day:

Hi Martin,

I have changed our strategy for the end of the facebook challenge.

Attached, please find a revised manuscript of your original post challenge copy.

Please read and see if there are any edits or enhancements that can be made.

IF you could provide feedback by Monday, I would really appreciate it.All of your copy is going to be put in place soon…I am looking forward to seeing how it performs!

Cheers

-Greg

Don’t you just love it? That’s how to do it.

Continue Reading

Never Serve Noir a Cold Beer

The waiter walked by unawares, when Noir’s hand suddenly snapped out at him, locking his bicep in Noir’s vice-like fist.

“Why” Noir said grimly, “is this beer not cold?”

The boy began “It’s probably because…”

Noir cut him short: “That’s a rhetorical question. Google it.

And bring me a cold one.

Thanks, kid.”

 

There are two kinds of customers: The first is like Martin Noir, the other one is like me.

And though Noir isn’t necessarily a fun kind of client to displease, you’d rather have him than me.

Continue Reading

Menu Title