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It is more important than ever to build your marketing on a solid foundation of the marketing basics. Maximize every element in the traditional “marketing mix”—product, price, place and promotion—and make sure they’re ...
I struggled for years to get Rodale to use personalization in a letter. My other clients found that personalizing a letter boosted response by as much as 30% — a very significant increase ...
In this segment, John finishes with the USP and discusses the offer and guarantee. He tells how to create a USP when you can’t think of anything unique about your business, and discusses ...
Lorrie Morgan is a successful copywriter who is looking for ways to solidify her brand and expand into new areas. This is a wide-ranging discussion and there will be something for everyone. Lorrie ...
You have to imagine what was going on in Rodale’s collective head at the time. This is a very conservative, east-Pennsylvania-based publisher — one of the largest mailers in the world. But their ...
Michael’s comments: Very important. How do you do that, becomes the question. So the dreaming room takes you through the process of discovering what your dream, your vision, your purpose, and your mission ...
This is an ancient manuscript for an ad I wrote maybe 35 years ago. If you know anything about me personally, you know I’m the worst sort of pack-rat there is. I have ...
Several years ago John spoke at an event hosted by Lorrie Morgan. This is the first in a series of 8 videos recorded at that event. In this segment, John starts by talking ...
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