Michael Marrer

Always Verify Quotes Before Using Them

Quotes can be useful in your content, either as a lead-in for your material or as an example of how you used their message to solve a particularly sticky situation in your business. (Of course, as long as they aren’t tired clichés.) The problem lies when a quote is either incorrectly worded or was never actually said by the identified person. “The definition of insanity” is an example of the latter. Einstein did not say …

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Constantly Repeating Only One of Your Benefits Means Missed Sales Opportunities

When you or your company had a product or service to sell, you no doubt compiled a list of all of its benefits as well as its features. You probably also, based on research and focus groups, ranked both of those categories from highest to lowest interest. The top ones then became the primary focus of your marketing campaigns. But are you stuck in a rut? Even though some of your customers have said “No” …

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When Customers Want To Buy, Don’t Make It Difficult Or a Mystery

Stores in my area that are part of a national coffee and doughnut chain have this cute little game that they like to play. They’ll take one type of doughnut and label it “Manager’s Special”. That’s all it says. And in many cases, you have no idea what it is. Is it plain with just some frosting on top? Or is it filled? If so, is it Boston cream or vanilla cream? Perhaps even Oreo? …

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Why Do Direct Mailers Neglect Their Most Valuable Real Estate?

Copywriters are frequently told that it is a good idea to maintain a swipe file. Which I do. A “swipe file” is a collection of advertising or marketing materials that have one thing in common. Either their written content or their overall presentation of a product’s benefits or features is so well done that it strongly motivates the reader into completing the purchase. These are great references to review when stumped as to how best …

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Do Your LinkedIn Posts Resemble “Tombstone Ads”?

I don’t know how many times I’ve seen posts like these in my LinkedIn feed: “Leaving today for the XYZ Trade Show in Las Vegas. We’ll be in booth 1746.” And you want me to respond and comment with . . . what? ❶ “You lucky dog — wish I were going”? ❷ “Don’t blow all your money on the slots and tables (ha, ha)”? ❸ “Remember — what happens in Vegas stays in Vegas …

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