The Art of the Ask

“Ask not, what your customers can do you for you. Ask what you can do for your customers…” Companies ask a lot of their customers these days. Do you receive a lot of email requests to provide feedback, a review or a rating? Most people do, but very few respond to these requests. Why don’t more…

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Check Out This Social Proof Throwdown…

Companies can (and should) use social proof in their sales copy to get prospects to take action. Why? Your prospect might be teetering with their decision – “should I, or shouldn’t I?”. They might be unsure, nervous, or perhaps unconvinced. Sometimes social proof can be that extra nudge to get them to take action. Here’s…

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How to Target an Audience and Get Their Attention

Sometimes you encounter sales copy which is short, to the point and just gets the job done.   I recently saw this sales copy on an office window in London: What Did They Do Well? While it may not be the most elegant piece of sales copy, they’ve done a few things well: They’ve spoken directly to their…

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How to Take Your Case Study From ‘Yawn’ to ‘Rock On!’

Here’s how you can write case studies prospective customers will want to read Case studies. They’re not sexy, but they can be an effective sales tools. And most businesses get them really wrong. But it would be a mistake to overlook case studies as a marketing tool to promote your business. They provide a fantastic…

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Why Customer Empathy is Critical To Your Success

I recently overheard a troubling conversation between a business owner and his prospective client. The business owner was angry because the prospect had previously asked to be called back in a few months. Those few months had now passed, and the business owner was following up as requested by the prospect. However, when the business…

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Here’s How to Write Customer Focused Sales Copy

Every day I speak with clients who find it really challenging to write sales copy which speaks directly to what their customers and prospects want to hear. And in fairness, I get it. It’s not always easy to do. But if we continue to focus on this – how we make our content more appealing…

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#SethinLondon

For many of us, it’s not often you get to meet a person who’s your hero. On 3 November 2015 I was fortunate enough to participate in Seth Godin’s workshop in London. That day I meet one of my heros. Seth Godin’s books, talks and courses have taught me much more than marketing, entrepreneurship and…

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Startups: This is What Killer Sales Copy Looks Like

Is your company a startup or a challenger brand? Are you looking for ways to do hand to hand combat (figuratively speaking, of course) with larger, better funded, more established players? If your company has a great product or service, the sales copy you use can be like pouring fuel on a flame. Your sales…

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How Giffgaff Uses Sales Copy (and Innovative Thinking) to Cause Disruption

What problem do most startups face? Usually it’s resources to scale their business quickly. Big businesses (however) don’t have difficulty issues with scale. Where big businesses have difficulty is being agile. And here we come full circle, as startups are incredibly agile. Giffgaff is an example of a company which has both scale and agility. Giffgaff is…

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Using Sales Copy Deliberately (to Stand Out)

For some, sales copywriting is a bunch of tactics used to sell a product or service. While sales copy tactics are important and useful, they need to be based on a strategy.   But there’s another important element. It’s mindset. Yes, your mindset is critical and determines how you approach your sales copy. All businesses…

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