Posted by:
Bob Bly
May 8, 2008
Issue #413
I won’t deny that cold-calling can work. Yet in 99 out of 100 cases, my advice is never to do it. The reason is that, even if the prospect on the other end of the phone expresses interest in your services, the very fact that you cold-called him puts you in a weak position - for three reasons.
First, people want to deal with vendors who are successful, not those who are desperate and need the work, right? Well, when you cold-call, your prospects assume that you are not busy. After all, if you were, you would not have time to sit there calling strangers and asking them for their business.
Second, cold-calling puts you at a disadvantage when estimating prices and quoting fees.
A large part of what determines how much you can charge is the law of supply and demand. When the demand for what you sell outweighs your supply, it’s a seller’s market and you can name your own price. By cold-calling, you are signaling to the prospect that the demand for your services is less than the amount of time you have available. Therefore, prospects generated by cold-calling are more price-resistant - and more likely to haggle.
Third, cold-calling puts you in a weak position when negotiating terms.
Again, cold-called prospects know that you want and need their business. You are perceived as being easy to hire, and, therefore, they feel they can dictate things like deadlines, payment schedules, and work arrangements.
Why is cold-calling so ineffective? Because it violates the "Silver Rule of Marketing."
(more…)
Posted by:
Bob Bly
January 24, 2008
Issue #339
Is the “information explosion” a good thing for information marketers? Actually, it’s a mixed blessing:
- People have too much to read and not enough time to read it.
- More and more information is competing for their attention.
- There is a proliferation of low-cost/no-cost information sources eating into the market for your expensive information products.
Fortunately, you can still succeed in selling information by mail. It’s tougher than it was in yesteryear, I think. So here are some rules and guidelines formulated specifically for information marketers competing in the Information Age:
- Narrow the focus. Although the most profitable product may be one with wide appeal, such as Joe Karbo’s “Lazy Man’s Way to Riches” or Bob Kalian’s “A Few Thousand of the Best Free Things in America,” “goldmine” concepts such as these are difficult to come by. Today we live in an age of specialization. People have narrow, specific areas of interest and eagerly seek the best information in these niche areas. Match your own interests and expertise with the information needs of an identifiable market and you’re on your way.
How big must this market be? Jerry Buchanan, publisher of “Towers Club Newsletter,” a how-to newsletter for information marketers and self-publishers, says that “any group large enough that some magazine publisher has seen fit to publish a magazine about them or for them” is large enough for your purposes.
(more…)
Posted by:
Bob Bly
June 21, 2007
Issue #157
Using testimonials – quotations from satisfied customers and clients – is one of the simplest and most effective ways of adding punch and power to brochure, ad, and direct mail copy.
But how do you get testimonials? How do you use them?
Here are some tips for using testimonials:
- Always use real testimonials instead of made-up ones. Even the most skilled copywriter can rarely make up a testimonial that can match the sincerity and credibility of genuine words of praise from a real customer or client.
If you ask a customer to give you a testimonial, and he or she says, “Sure, just write something and I’ll sign it,” politely reply: “Gee, I appreciate that, but would you mind just giving me your opinions of our product – in your own words?” Fabricated or self-authored testimonials (those written by the advertiser or their copywriter) usually sound phony; genuine testimonials invariably have the ring of truth.
(more…)
Posted by:
Bob Bly
May 31, 2007
Issue #139
When I was the advertising manager for a process equipment manufacturer, one of my responsibilities was to serve as liaison between the advertising agency we hired to write our ads and product brochures and our staff engineers.
The engineers, because of their technical expertise in the subject matter, were responsible for reviewing the agency’s work.
As is often the case in our industry, the engineers complained that those “ad types” at the agency didn’t understand the product or the audience – and that their copy was way off base.
The agency countered that engineers may know technology but don’t know writing, marketing, design, or selling – and that they wanted to cram the brochures with too much unnecessary detail that would dilute the sales message.
Who was right? The fact is both arguments have some merit.
On the agency side, ad agency folk often have a flair for creative, colorful communication, which can help a brochure gain attention and be noticed.
On the other hand, clients – especially the engineers who review the agency’s brochure copy – often complain, sometimes correctly, that the agency’s brochure copy is superficial.
(more…)
Posted by:
Bob Bly
May 10, 2007
Issue #121
Getting a company’s message into print isn’t as hard as it seems – as long as you do your homework and follow the publicity business’s recognized procedures.
Just one article in a trade journal can bring a company hundreds of leads and thousands of dollars in sales. And with more than 6,000 magazines from which to choose, it’s a safe bet there’s at least one that could accommodate a story from your company.
Yet while nearly all business people know the value of placing trade journal stories, they don’t always know how to approach an editor. What’s the best way to pitch an idea? Should you present more than one idea at a time? Is it wise to present the same story to more than one editor? Should you call or write first?
Following are some tips that answer those questions, and more. They can give you an edge in placing an article in the right journal for your company and reaping the rewards of increased recognition.
(more…)
