Charlie Cook's MArketing for Success Insider's Club

Advertising

Radio Ads Should Work – Here’s Why Mine Didn’t

By Tony Brueski   |   November 24th, 2009

More than once I’ve been contacted by an otherwise very savvy business person making the statement “radio advertising just didn’t work for me.” This statement troubles me… because it’s been proven time and time again that radio, when used correctly, can be the most effective medium for driving customers to a business.

Think about it – what other medium is on in cars, in businesses, on in the kitchen when someone is making dinner, played loudly at a back yard bbq, and a slew of other times and places. Despite other mediums of entertainment evolving over the years, radio is still one of the leaders… How is it “not working” for someone? » (Read More)

The Secret To Selling To Introverts That Brings In 49.5% More Sales

By Roy Williams   |   November 10th, 2009

The ratio of extraverts to introverts in our nation is 50.5 to 49.5 percent. So why do sales trainers assume that every customer is extraverted?

Extraverts like to engage you verbally, believing that dialog produces superior thinking. Consequently, the best way to keep an extravert thinking about your product is to » (Read More)

Why Your Customers Buy

By Roy Williams   |   November 2nd, 2009

Happiness rarely triggers commerce. Unhappiness often does.

People make purchases due to dissatisfaction with the way things are. We make a purchase when » (Read More)

Making Good Stuff Great

By Roy Williams   |   October 27th, 2009

When a meal, a painting, a movie or an ad seems a little flat and boring, the likely culprit is insufficient divergence. Most creators, whether chefs, artists, cinematographers or ad writers, instinctively add what “feels right” throughout the creative process. And this is why » (Read More)

Are You Tuned In To WII FM?

By Roy Williams   |   October 20th, 2009

Every sales presentation should answer the customer’s question, “What’s in it for me?” This question is often unspoken and may even be unconscious in the customer’s mind, but it’s always there, casting a shadow of disinterest and doubt.

Most presentations are » (Read More)

What’s Missing From Your Email, Sales Letters, Website & Ads

By Charlie Cook   |   October 16th, 2009

John’s printing firm had just printed a $40,000 job for a client that came out perfectly except for one detail. The beautifully printed brochure only generated one inquiry for his client.

The reason for this was >> (Read More)

The Great Ad Myth

By Roy Williams   |   October 6th, 2009

Ads are like houses. You do a great job of constructing a poorly designed house, but when you’re done, you’ve still got a poorly designed house. It doesn’t matter how good you are with a hammer and a saw when the blueprints themselves are faulty.

Likewise, it doesn’t matter how good you are with » (Read More)

Are You Making The Old Mistakes?

By Roy Williams   |   September 29th, 2009

You need some new ideas because the old ones aren’t working. Its time to reinvent your company, your products, maybe even yourself. But you’re stuck trying to visualize a new system using the old system.

Like a dog chasing its tail, you keep coming back to the same old place. Let me tell you how to break out of that. » (Read More)

Helping to Rebuild an Economy

By Roy Williams   |   September 22nd, 2009

If natural resources determined the wealth of nations, Brazil would be the richest country on earth and Japan would be the poorest. But resources have little to do with building a healthy economy.

Prosperity happens when the swimming pool installer sells four pools in one month instead of the usual two and says, » (Read More)

The Future of Ad Writing

By Roy Williams   |   September 16th, 2009

America has been flattered by advertising (”Because you deserve it”), misled by ads (”Lowest prices anywhere”), hyped by ads (”While supplies last”), and lied to repeatedly (”Guaranteed!”). The result of all this misinformation is a growing numbness to ad-speak. We’re becoming deaf and blind to it. With effortless ease we shut it out of our minds.

Why are advertisers happy when their ads sound like ads? » (Read More)

« Previous Posts
BBB Online