Posted by:
Gary Bencivenga
July 19, 2007
Issue #181
Dear Marketing Top Gun:
The 7-letter word is SCAMPER.
Never heard of the SCAMPER secret?
Top Gun, that’s what I’m trying to give you in these Bullets, little secrets for exploding response you’ve never heard elsewhere, instead of the same old, same old.
This one is a real beaut. It will singlehandedly let you generate more breakthroughs than you ever imagined, and you’ll do so with an ease that will make others think you must have dropped your hair blower into the tub and zapped your brain to a higher level.
SCAMPER is an acronym created by Alex Osbourne, the father of creative problem solving.
Each letter stands for something simple you can do to get a fresh take on anything – a headline, offer, product, market, layout, anything. It instantly gives you 11 easy ways to multiply your number of new solutions.
Whenever you’re trying to solve a marketing problem, just start playing with each of the capitalized words in the following list:
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Posted by:
Gary Bencivenga
June 7, 2007
Issue #145
A little-known secret
for instantly accelerating your success
in marketing or any other activity in life.
Dear Marketing Top Gun:
Today I bring you a rare Silver Bullet, a secret so powerful, it can work a profound change in every area of your life, including marketing.
I learned it from Edward De Bono, regarded by many as the world’s top authority on creative thinking.
The secret is remarkably simple. In the next 60 seconds, it will empower you to open your eyes and see the world in a new way. It will let you uncover many of life’s treasures hiding in plain sight, and can be used to obtain anything you desire far more easily.
I call it…
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Posted by:
Gary Bencivenga
May 3, 2007
Issue #115
Dear Marketing Top Gun:
Just as a rising tide lifts all boats, there are some strategies and core personal beliefs so powerful, they will help you succeed brilliantly in all of life, including marketing.
Today I share such a treasure. It's a rare Silver Bullet, with enormous power to change your life, make you happier and leverage your success as a marketer, writer or salesperson.
I learned this secret (at least it was a secret to me), from the great Napoleon Hill, author of the self-improvement classic, "Think and Grow Rich," inspired by the principles of business genius Andrew Carnegie.
The Secret Is This …
Every adversity carries within it the seed of equal or greater benefit.
If, in the grip of defeat, discouragement or heartbreak, you look for that seed and nourish it, you will lay the groundwork for great triumph.
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Posted by:
Gary Bencivenga
April 5, 2007
Issue #91
Dear Marketing Top Gun:
Which headline was the winner for an aspirin company giving away a free sample bottle?
Headline A:
Tension Headache?
Or Headline B:
When Doctors Have Headaches, What Do They Do?
Clue: In Bullet #3, "The Two Most Important Words in Advertising," I gave you one of the most valuable secrets you'll ever read for consistently boosting your response in today's skeptical, over-marketed world. Let me repeat that secret, because in our search for ever more powerful claims, we can forget it too easily. As a general rule …
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