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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The One Thing You Must Do Before Appearing On Any Podcast

It’s the day that you never expected would come. You’ve spent weeks, months, even years, working on your business. The blood, sweat, tears and financial sacrifices have finally produced the results that were initially only a dream. Now someone recognizes that you have accomplishments, skills and information that need to be shared with others. And they want to interview YOU as an expert in your field — on THEIR podcast! Permanent, recorded fame. So you …

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Are Videos — Television and Internet — Making Us Wired and Anxious?

August 1, 1981 — that’s the day that “Video Killed the Radio Star”. With the launch of MTV, the direction and production values of music videos continually evolved, with their techniques seeping into all aspects of television, Internet and business videos. But has that been a good thing? Fast cutting now seems to be the norm, with camera angles changing every two to three seconds. Originally used in Hollywood art films to “imply either energy …

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If You’re Using LinkedIn On Mobile Devices, You May Be Making This Fatal Mistake!

Even if you’re a relative novice when it comes to the effective use of LinkedIn, you no doubt have already seen or heard references about the importance of personalizing the invitations that you send out to connect with other members and expand your network. That is because no matter what job category or silo you think you’re in — B2B, B2C, coaching, accounting, etc. — in reality we’re all in the same basic business. And …

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