People today are bombarded with advertising. If you’re in business trying to sell anything, you face a real battle to cut through the hundreds of other voices competing for your customer’s attention. Consumers today are also highly sceptical of anything that looks like it’s trying to SELL them something. They want to see rock solid […]
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The secret to getting truly great testimonials
We all realise the importance of testimonials in marketing. But most small business websites neglect testimonials or, if they do use them, they tend to be the usual “blah, blah, blah” that no one bothers to read. Often hidden away on an inner page. I was reminded today of the great potential of testimonials – […]
Do Eskimos really need to eat ice cream?
Honestly, I feel sick to the stomach when I read some of the over-hyped sales copy on the internet. Granted, it’s persuasive. And it works. Some of these A-list copywriters could literally sell the proverbial ice cream to Eskimos. This kind of super-hyped, hypnotic sales copy is particularly prevalent in the online marketing world. But […]
The No.1 copywriting secret of all time
As human beings, we’re a selfish bunch. We love to talk about ourselves. And if we’re in business, we love to talk about our business, our products or services. And who can blame us? It’s what we love, it’s what we do. The problem is, when it comes to advertising, the natural inclination of all […]
Authenticity versus hype in marketing – which works better?
This morning I received an email from a well known North American marketer. He was promoting a webinar. The headline read: “How to Craft Simple Stories to Vaporize Buyer Resistance… Create Deeper, More Meaningful Connections With Your Best Clients… And Sell Your Products and Services for MORE MONEY Instead of Less” A few years ago, […]