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.

Read moreThis is Why Encyclopedia Salesmen Don't Sleep at Night

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?”

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

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?

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

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.

Read moreWant More Sales? Give Them Permission to…

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!



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

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

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.

Read moreNever Serve Noir a Cold Beer

Marketing and Communication 101: One page, One message.

Marketing is communication before anything else.

Communication happens in different ways, for different reasons.

The end result is a sale, and before that there’s getting known, liked and trusted.

Building up those emotions in your reader or prospect is a gradual process.

The single best way to hamper the growth of all those good and positive feelings?


Read moreMarketing and Communication 101: One page, One message.

Hype copy: Even More Devastating Than You Might Think

Yesterday I told you about hype copy, and what a filthy beast it is.

But hype copy (or aggressive marketing strategies in general) have a dark side beyond a lack of ethics.

See, if you sell based on hype and scare-tactics, you attract the wrong kind of customers.

When you use hype you prey on the weak.

That’s dirty, but it also means that you’ll get buyers who buy only because they are scared.

After all, hype is a mix of overblown claims (eww) and frantically pushing pinpoints (scaring people).

If you generate a sale with that, you may have closed, but you’ll also have a problem.

Read moreHype copy: Even More Devastating Than You Might Think

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