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. […]

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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 […]

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"…and Then the Whale Blew Up in My Face", Said the Man

Of course the whale blew up: he frigging put dynamite in the poor thing. Same thing happens in oh-so-many businesses: “Let’s try this thing, that will definitely solve our problem!”   BANG……. True story: In 1970, a whale ended up beached in Oregon. Whales smell bad. Really bad. Especially if you let them sit dead […]

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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: […]

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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. […]

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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: Want a free daily coaching email in your inbox daily? Then join […]

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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 […]

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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 […]

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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 […]

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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 […]

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