Thanks to Drayton Bird for these two small but perfectly formed little gems:
The golden rule of marketing is – give your customers what they want
The golden rule of targeting is – go where your customers go
Perfect. If you’d like to get a regular email from Drayton, each packed to the rafters with the best in direct response wisdom, [...]
…and they’ll find it almost impossible to decide!
Last year New Scientist featured research proving how difficult it was for more than eight people to reach consensus.
Apparently fewer than eight people can make decisions relatively efficiently and effectively. But the moment you hit eight things go dog-shaped.
It makes sense to me. In the olden days when I was a financial [...]
Terms & Conditions can be a genuine force for commercial good… as long as they’re written with your customers in mind.
T&C are almost always legal gobbledegook, often lifted wholesale from a template. From a communications perspective they’re criminally poor.
Which is a shame. Every communication is an opportunity to promote your business. In a world packed solid with dodgy dealers, positive, honest, transparent Terms & Conditions can be powerful marketing [...]
Caveats are insidious. Don’t let them take over your sales message.
It is best to avoid caveats altogether. Why?
caveats interfere with your sales proposition
reading is a challenge because your flow is constantly interrupted by irritating little swords and asterisks
caveats make you sound negative
and, contrarily, they make you seem less trustworthy
Is it possible to avoid caveats altogether?
Yes. It’s easy. Turn them into positives instead. Make them earn their keep. Here’s [...]
Customer testimonials. Useful, right?
More useful than you might think! Here’s five top ways to make the most of testimonials.
1. Use a testimonal to introduce every web page, like this, and they’ll give your sales message a powerful little boost
Header: You deserve a brilliantly clean home!
Subhead: Brighton’s favourite cleaning company
Testimonial: “I’ve used BrightInBrighton for a year now and they’ve never let me [...]