Go to any sales training (I've been through a ton of them) and you will be inundated with the same old stuff.
The Ben Franklin close, the sharp angle close, the take-away, distraction techniques.
A lot of that stuff worked well in the 70s, 80s, and even the 90s, but today's audiences are more sophisticated, more cynical and less trusting today than ever before.
So how do we get through to people whose shields are always "up"?Read the rest of this entry »
In business, there is one "superhero power" that rules them all.
The fact is, you could have the best product in the world, but if you don't know how to market it, no one will buy it.
The flip side is that you could have the most worthless product in the world (think of the "Pet Rock" from the 80s) and millions would buy it if the marketing is right.
The science of "copywriting" is the art of using persuasive language to get people to say "YES!" to your product or service...Read the rest of this entry »