Sales Archives

Honesty in Marketing: Is It the Right Approach?

When you’re trying to sell your product, should you be completely transparent about the price? Is it okay to use techniques that some regard as manipulative? The Ultimate Sales Letter provides time-tested foundational strategies in the art of persuasive writing that translate across media in the ever-evolving world of sales and marketing. Author Dan Kennedy leans into strategies that some would label as trickery or bullying to get people to respond to a sales letter. Read more to learn his approach and alternative views of honesty in marketing, and determine for yourself whether you have to choose between being ethical

The 5 Levels of Customer Awareness in Marketing

What are the five levels of customer awareness? Why are these levels important to consider when selling a product? Once you’ve chosen the specific customer need your headline will target, you need to find out how much they already know about your product. According to Eugene M. Schwartz in Breakthrough Advertising, this will help you determine what type of information you should put in your headline. Let’s look at the different levels of customer awareness and how to create headlines for each.

Know Your Product & Your Customer: Tips From Dan Kennedy

How much have you personally used the product you sell? Which is better—mass marketing or a narrow focus? In The Ultimate Sales Letter, Dan Kennedy shares strategies to craft powerful sales letters that will capture customers’ attention and make them want to buy what you’re selling. Kennedy says you must start with getting to know your product inside and out and identifying and understanding your target customer. Keep reading for tips on how to know your product and your customer.

Fulfilling Customer Needs: The Two-Step Process

How can you fulfill your customers’ needs? Do you know what your customers really want? Knowing what your customers want is the first step to creating a compelling headline. Lucky for business owners, there are only two steps to fulfilling customers’ needs according to Breakthrough Advertising. Continue reading for an in-depth look at these two steps.

The Ultimate Sales Letter by Dan Kennedy: Book Overview

Are sales letters still a thing? How can they be used to get customers to buy your product? In The Ultimate Sales Letter, Dan Kennedy (a multimillionaire entrepreneur and direct-response marketing consultant) shares strategies for crafting powerful sales letters. These letters capture customers’ attention and make them want to buy what you’re selling. Continue reading for an overview of this top-selling book.

The Tipping Point: Discussion Questions and Book Quiz

Are you looking to further your understanding of The Tipping Point? Do you understand all of the lessons from the book? The Tipping Point by Malcolm Gladwell (the author of Outliers) focuses on how to push ideas or products to a tipping point in order to create a social epidemic. He that there are three factors that can be adjusted to tip an idea to a social epidemic: the messenger, the message itself, or the context of the message. Below, we’ve put together some The Tipping Point discussion questions and a quiz, with answers.

How to Measure Campaign Performance Like a Pro Marketer

Want to know how to measure campaign performance for your brand? Which method is used by marketing experts? Jay Conrad Levinson is a marketing expert whose book, Guerrilla Marketing, has taught many readers how to advertise more effectively while spending less money. According to him, measuring the performance of an ad campaign goes further than simply assessing the amount of customer interest you create. Read on to learn Levinson’s step-by-step method for measuring campaign performance.

Product Positioning Strategy: 12 Steps to Positioning Any Product

What’s the best way to position a product in the market? What steps should you take, and in what order? In Obviously Awesome, April Dunford proposes a 12-step process that lets you position any product well. Her process takes you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company. Let’s take a look at each step in Dunford’s product positioning strategy.

Obviously Awesome: Book Overview & Key Takeaways

In the marketing process, how important is positioning? What are the right—and wrong—ways to do it? In Obviously Awesome, positioning consultant and speaker April Dunford explains why positioning is critical to successfully selling your product. To help you position any product well, Dunford provides a 12-step process. Keep reading to learn what positioning is, common positioning mistakes, and the 12 steps.

Your Positioning Implementation Plan: The 3 Steps to Success

Once you’ve created a product positioning plan, what are your next steps? How do you make your plan a reality? Once you have a positioning strategy, you need to put it into effect. Your positioning implementation plan should involve creating a narrative about your product, building your messaging, and, finally, tracking your success and making any needed adjustments. Let’s take a look at each step in detail.