Practically everybody has dreams of earning a bit of media coverage and being flooded with business. Unfortunately, that’s easier said than done. The main reason most press releases fail is because they are self-promotional. Promotional copy is the cardinal sin of press releases. Reporters want news, not advertisements, so before you begin to write, pick […]
I’m writing this at Bill Baren’s The Big Shift event. Bill is an interesting fellow (check out my PW Unplugged Radio interview with him) and what I most enjoy is how he presents “old” topics with a fresh, new slant. Yesterday he talked about the “shields” we all carry around with us. A shield is something we […]
Over time for many sales professionals the process of first impressions and conversations start to become a subconscious effort. Do anything enough times and it’ll happen, but the difference here is that for a sales professional the first impression is one that opens up the doors for further conversation – and then you have to […]
Ever used a sales script? Chances are that at one point or another during your climb up the sales ladder you’ve been exposed to the devilish ways of the corporate script. The romance ended a long time ago however there’s a new kid on the block when it comes to sales effectiveness. The checklist. The […]
Just recently, I started finished teaching a 6-week copywriting series via webinar. During the first session, we began the copywriting process by looking at our target audiences. This seems to be one of the issues that most people have a great deal of trouble with so I thought I’d shed a little light on how […]
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