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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 in tune with the new marketing realities. In addition, in this chapter you’ll find two important new marketing “P’s”: personnel and process.
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 to the bottom line. Working with large mailers, you are pitted against other top writers on every mailing. There’s only room for
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 the biggest problem new copywriters have. He goes on to talk about client management… different ways to get paid, holding your ground
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 has a couple of ideas about what she might want to do to expand her business: She asked about what was involved
In this video that was originally created for his Inner Circle, David Deutsch shows you how to make your copy extraordinary… where to focus, how to do it. He also gives examples so you know what to aim for…
This is an “R”-rated chat between copywriting legends Gary Halbert & John Carlton. This is a topic Gary and John hashed and re-hashed over for years — what it takes for people to not just absorb the secrets of world-class business… but what it takes for that information to take hold. In other words: What
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