The average person is afraid of criticism. But the person who has no fear of criticism is more likely to succeed. This lack of fear is what keeps them from being average. The average business owner is afraid their ads will be criticized. Do you want to kill a great ad? Show it to the … Continue reading How Then Should We Advertise?
When you’re in “inside” sales, customers come to you. When you’re in “outside” sales, you go looking for customers. When I was a baby ad-man in outside sales, I had the good fortune to spend a day with Gene Chamberlain. He taught me three things that day that made me a lot of money. Today … Continue reading The 3 Sharpest Tips I Was Ever Given
Day after day, business owners tell ad writers, “We just need more sales opportunities. It’s a numbers game. If you double our traffic, we’ll double our sales. Now show me what you can do.” These business owners don’t understand that today’s close rate dictates tomorrow’s sales opportunities. Some businesses will run customers off faster than a … Continue reading Do Your People Contradict Your Advertising?
1. Be Reliable: Without question, consistent performance is what the customer wants most. More than anything else, the customer wants service they can depend on. You can achieve this by… Doing what you say you’re going to do.Do it when you say you’re going to do it.Do it right the first time.Get it done on … Continue reading Five Ways To Keep Customers Coming Back
No one wants to be average. But everyone wants to be normal. What's up with that? You can't imitate your way to excellence. It can be achieved only by breaking away from the pack, abandoning the status quo. But breaking away from the pack is also the way to spectacular failure. Are you beginning to … Continue reading Are You Willing to be Weird?
Low store traffic is only a symptom, not the disease. And if advertising could always cure the disease, then advertising would always increase traffic. But advertising doesn't always work. The traditional excuse is, “We must be reaching the wrong people.” But I've never met any wrong people, have you? Which brings us to that terrifying … Continue reading Not Enough Customers?