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Business Development

Testimonials Trump Sex: Are You Getting Any?

by Travis Heermann July 23, 2010 Business Development
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As any marketer or sales pro know, good selling is all about the rationalization. We build up prospects’ emotions, touch them, lead them, and then we help them rationalize whipping out the credit card.  The good news is that we, as human beings, rationalize often. To borrow from the film The Big Chill: Michael: I [...]

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What Motivates Your Prospect?

by Travis Heermann July 14, 2010 Audience
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The Myers-Briggs Temperament Test is an increasingly popular way to identify what makes a person tick. The Myers-Briggs Test, originally developed in the 1950s, is now used worldwide to identify patterns of behavior and attitude. The expansion of the test’s popularity has been spurred in large part by Dr. David Keirsey, who refined and expanded [...]

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Does Your Message Make an ‘Ass’ of ‘U’ and ‘Me’?

by Travis Heermann June 29, 2010 Business Development
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Any good copywriter knows how to capture and lead the audience’s wants and capitalize on its needs, and he knows how to help the audience justify assenting to the call to action. All persuasive writing, including marketing messages, asks the audience to agree and to act based on an endless variety of specific reasons. For [...]

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3 Important Reasons to Use Lift Notes in Sales Letters

by Travis Heermann June 15, 2010 Business Development
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Lift notes, also known as lift letters, are so-called because studies have shown that they can increase the response rate of a sales letter by as much as 50%.  But what is a lift note exactly? A lift note is a short letter or note from someone other than the writer of the main sales [...]

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Day 2 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer May 6, 2010 Business Development
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Session 1: Optimizing Your Facebook Fan Page for Profits Presenter: Mari Smith Facebook dynamo Mari Smith first looked at why Facebook is an important social media marketing platform for many businesses: Facebook is the number 1 social network in the world. Facebook has 500 million “active” users (have logged on to Facebook in the past [...]

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Why Good Writing Doesn’t Matter

by Mistina Picciano April 29, 2010 Business Development
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When people find out I have a business writing agency, they often smile and nod. Then, invariably they tell me about their wife, nephew, fourth cousin, etc., who’s “a good writer.” What, exactly, does it mean to be a good writer?   Signs of writing competency Vivid storytelling abilities Creative, effective syntax Mastery of grammar [...]

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10 More Ways for Businesses to Use LinkedIn

by Randy Duermyer April 16, 2010 Business Development
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In this guest post by Guy Kawasaki on the LinkedIn blog, he points out that now there are over twelve million small-business people on LinkedIn, which is roughly 20 percent of its total user base. The new post is a follow-on to his original post, Ten Ways to Use LinkedIn, now expanded to 13, which [...]

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Why ‘Everybody’ is Not Your Ideal Customer

by Deidre Rienzo March 1, 2010 Business Development
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I tried to drag Uncle Jim to see The Lion King on Broadway. He wasn’t interested. He threw his beer can at me and said he’d rather watch the game. My brother hates sushi. He says he’d rather eat worms. My mom loves to cook. My dad can’t even locate the kitchen. My point? People [...]

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Why Old Content Won’t Land New Customers

by Deidre Rienzo February 17, 2010 Business Development
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My green miniskirt worked for me for when I was 25. I looked hot. Not so much anymore. It’s too tight. Too short. And far too inappropriate to wear at 30. Admit it. We all know those people who are still wearing clothes that worked for them five years ago. Big mistake. Why make the [...]

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Benefits of Multi-Channel Marketing

by Travis Heermann January 21, 2010 Business Development
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Multi-channel marketing uses a variety of avenues to expose potential customers to your business’s marketing message. Direct mail, advertising, catalogs, telephone sales, retail outlets, websites, e-mail, and more recently social media networks are all ways to reach customers, both new and returning. This has come to be known as “bricks, clicks, and flips,” with reference [...]

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