Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?
If you’re not worried that you’re pricing it too cheap, you’re not pricing it cheap enough.
Rich Christiansen is one of the most insightful, practical and cost-conscious entrepreneurs in the world today. Listen to Rich. He won’t steer you wrong.
Strings of gravity vibrate at a different frequency than strings of light.
It appears that the media filters we carry in our heads are like computers: they’ve been forced to get faster in order to keep up with the demands our high-speed society puts on them.
Use half as many words and they’ll hit twice as hard.
Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.
Human beings are creators, flinging powerful images into the minds of their fellow men. And all of these images are built of tiny particles of thought.
Month after month, Wizard Academy equips people who want to make a difference. This is why journalists and scientists and artists and educators and business owners and advertising professionals and ministers are attracted to our little school.
A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.
What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.
Writing good ads is easy when you have something to say.
The first step in persuasion is to entice your target to imagine doing the thing you want them to do.
Knowing and doing are entirely different things.
Referring to an event in an untold story is a powerful technique rarely used.
Any investment in sales training is an investment in your own gross profits.
The best ads are about the customer and how the product will change his life.
Rescuing people from the results of their own foolishness is really what customers service is all about. Customers rarely obey the rules. They expect you to rescue them whenever they do something stupid. Will you be a “rescuer,” known far and wide for customer service, or will you steadfastly insist that your customers follow the proper procedures?
For every five sales you make, another nine customers who had hoped to buy from you will leave your store disappointed and empty-handed. This means your existing store traffic can give you 2.8 times your current sales volume, if you sell only those customers who are ready to buy. The only thing more expensive than hiring a sales trainer is not hiring one. Any investment in sales training is an investment in your own gross profits.
67% of all shoppers intend to return home with the item they are shopping for, but that only 24% actually do so.
The fate of your company is in the hands of your people. Train them well.