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Marketing

How to Circumvent Resistance and Stay Out of the Trash Bin

by Travis Heermann July 29, 2010 Communication
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In an age super-saturated with marketing messages, your prospects have developed such an aversion to being sold anything that you have to overcome resistance at every step. They pick up your direct mail package, see what it is… and toss it in the garbage. So you add some intriguing copy or graphics to the envelope, [...]

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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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How to Be a Marketing Drama Queen

by Travis Heermann July 21, 2010 Communication
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Evoking response is the primary duty of any marketing campaign. Generating more sales and revenue than the campaign cost to produce is the bottom line. Any good marketer knows that the first step is understanding the benefits of the product or service. Why should the customer care about what you’re saying? How can your widget [...]

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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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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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7 Attention-Grabbing Words for the 21st Century

by Travis Heermann June 1, 2010 Communication
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Culture evolves and language evolves with it. Words that worked in 1950 will not necessarily work in the 21st century. The following list of words seize the attention of your audience–whether your audience is sales prospects, potential donors, or voters–and elicit powerful internal responses with American audiences. In the direction our culture is evolving, these [...]

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17 Crucial Things You Must Know for Social Media Success

by Randy Duermyer May 28, 2010 Social Media Marketing
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The online Social Media Success Summit 2010 has come to a close. I feel fortunate to have attended all but one of the daily sessions throughout the month of May. The presenters were amazing and some of the statistics downright astonishing. The daily tips – some of which I’ve already seen work on a first-hand [...]

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Day 7 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer May 26, 2010 Blogs
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Social Media Success Summit 2010 came to a close yesterday, May 25, 2010. The final day pulled plenty of information from previous sessions into a capstone of sorts. While only the last session was intended to do that, the first session of the day on blogging also included a number of tie-ins to demonstrate how [...]

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Day 6 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer May 21, 2010 Digg
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Social Media Success Summit 2010 continued yesterday, May 20th. The day’s sessions continued to build on the wealth of information provided throughout this year’s Summit with a great return performance by Facebook guru Mari Smith along with some insightful information on social news sites and a lively panel that consisted of three very popular bloggers, [...]

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Day 5 Wrapup: Social Media Success Summit 2010 (#SMSS10)

by Randy Duermyer May 19, 2010 Marketing
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Social Media Success Summit 2010 was back in session yesterday, May 18th. The day included three more noteworthy sessions that in many ways built on and reinforced what was discussed in the prior sessions with one major exception: The inclusion of mobile marketing and its role in social media. Day 5′s three sessions included: 8 [...]

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