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The Cedar Plank Salmon Secret of Selling
Fine restaurants in the Pacific Northwest had been serving cedar plank salmon for years. But Harry Aldrich and David Maddocks wanted to sell a home version. Their idea was to manufacture a 6” x 12”...
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10+ tips for making the most of your customer testimonials
Around this time last year, I shared my SPURF method for collecting testimonials. I’m sure you’ve been spurfing up a storm and have tons of testimonials by now. So let’s look at how to make them work...
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9 editing tactics to supercharge your selling copy
As any professional copywriter knows, writing copy is often the easy part of a project. It’s the editing that’s hard. After all, who wants to mess with copy once it’s written? It’s agonizing to rip...
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3 little hints for effective limited-time offers
People are procrastinators. That’s why the limited-time offer remains one of the most effective direct marketing techniques in the known universe. It’s not an insult to call your prospects and...
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Mastering the almighty advertorial space ad
Click picture to see advertorial sample. There are basically two types of space advertising: promotional ads and advertorials. Each has its place in your marketing toolbox. However, while most...
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Getting to “yes”: the magic rule of authority
part 1 of a 2-part article This is a true story … Decked out in a uniform, badge, and baton, a television reporter stationed himself in front of a Las Vegas bank. On the ATM, he placed a sign with...
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Getting to “yes”: 4 keys for instant credibility
part 2 of a 2-part article In the first part of this article, I told you an incredible story about the Rule of Authority, how titles, clothing, and trappings can help you get to “Yes.” Now I’d like to...
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The Importance of Being Trivial
Do you like the title of this article? I stole it from chapter 3 of The Art of Readable Writing by Rudolf Flesch. Back in the 40s and 50s, Flesch was hailed as the guru of clear, direct writing. His...
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12 fast direct mail tests for cheapskates
So you want to boost your direct mail response? Okay, just start shoveling money into a few dozen tests and … What’s that? You don’t have a big budget for all the testing you’d love to do? You don’t...
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7 Powerful Tactics to Increase Your Sales Letter Response
I was browsing some old article files recently and ran across this piece on sales letters from more than 15 years ago. My first reaction was, “Crap. I’m getting old.” My second reaction was, “Hey,...
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