The Words You Choose


Quick Tips:  When writing content for any promotional piece remember to use words that Have a Benefit Orientation Are Positive Are Active as Opposed to Passive Are Clear Are Brief Have a Visceral effect   Writing copy (or content) is all about persuading and motivating your reader.  In order to persuade and motivate your reader you will …

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The Fine Art Of Networking


Most of us think of networking more as an art form than a product of science.  We tend to think that only those with heightened social skills will ever reap the joys of networking. Not so. Networking isn’t just smiling, mixing, and mingling.  You can be just as effective by taking a position on a committee or …

TIPS FOR NEWSPAPER AND PERIODICAL ADVERTISING


1)  THE GOLDEN RULE:  REPETITION Design and copywriting are crucial to the successes of your advertising, but always remember that repetition is the key.  For every three advertisements viewed, the average consumer will ignore two.  It takes an average consumer nine exposures to an ad before the ad is readily remembered.  Thus, a specific ad should be run …

THE THIRTEEN MOST IMPORTANT MARKETING SECRETS


When I was starting my own business (a couple of decades ago and prior to the internet) books, classes, finding mentor were the way to learn business development and marketing.  I availed myself of all of those.  One of the best authors was Jay Conrad Levinson.  I use many of words of wisdom still.  Below …

CONVENING AND MARKETING


Whether you convene your cases yourself, have an assistant make the necessary contacts or belong to a professional tribunal – don’t kid yourself; convening may be all about marketing. How your conduct yourself on the phone and in writing, how you answer the parties’ questions, the way in which you collect information, and whether or not you can …

THE MAGIC BULLET


A professional service provider called my offices recently looking for what he/she called the “magic bullet”.   They demanded (rather rudely) that I tell them what they insisted I know -  the secret, the one thing that would make them an overnight success, the “magic bullet”.  After much discussion (read abuse), the practitioner became downright nasty.  I could envision …

Promo Pieces


Advertising specialties or promotional pieces are items on which you print your name or company’s name, sometimes the address, phone number, web site, or the tag line.  Some examples are ball point pens, T-shirts, bumper stickers, mouse pads, coffee mugs, etc.  These items are the equivalent of a billboard with one great exception – potential clients …

Recession Be Damned


Since most of us have  received an engraved invitation to participate in the global recession, we should consider proper etiquette.   For one thing, we should stop spending money on fancy espresso drinks at the local coffee bar.  For another, we should consider putting off the dream vacation we promised ourselves.   Let’s batten down the hatches and chart a risk-free …

Plan for Success!


PLAN.  PLAN.  PLAN. Pilots file a flight plan – Developers require blueprints prior to building – Generals create battle plans – AND SUCCESSFUL BUSINESSES UTILIZE MARKETING PLANS, BUSINESS PLANS, AND COMMUNICATION PLANS.   Marketing plans do not need to be lengthy, complicated documents that require a decoder ring to understand.  Most ADR practices are small …