Talking Salesmanship: John Carlton on the (Un)Importance of Design & Crime Fiction

People shaking hands in a real estate transaction

Welcome to Part 2 of my interview with marketing legend John Carlton. In the first installment, John discussed the importance of salesmanship in marketing. Here in Part 2, John talks about the single element that trumps even great salesmanship when it comes to successful selling. Plus — you’ll discover the relationship between design and copy, […]

Talking Salesmanship: John Carlton on the Art of Feeding a Hungry Crowd

People shaking hands in a real estate transaction

You may bristle at some of the ideas covered in this interview. If you do,  it’s a really good sign you need to pay extra close attention. Why? This interview digs into one of the most important (yet distasteful to many) concepts you have to understand to be a successful marketer: Salesmanship. And there’s truly […]

Are You Committing This Business Writing “Sin”?

man trying to understand web copy

Marketing is all about communication. And when it comes to business writing, communicating your message clearly to your prospects is priority number one. Unfortunately, this basic principle seems to go unnoticed far too often — especially in the world of business-to-business (B2B) marketing. It doesn’t matter if you’re writing to the CEO of a billion-dollar […]

What’s In A Name? How To Use Naming Conventions To Convert

the right name makes a difference

When parents welcome a new baby into the world, they grace their child with a name. My parents chose Emma, and that name followed me through infancy to school to college, and then to adult life. Names conjure up certain ideas and preconceptions, whether we like it or not. A name’s important, and not just […]

10 Tips to Energize Boring Copy (And Increase Sales by 30%)

plasma lamp

If you’re serious about marketing, then every word of copy has only one purpose: persuade the reader to take the next step in the sales process. The next step could be calling a toll-free number, filling out a form, or reaching into a pocket or purse and pulling out a credit card. Whatever the next […]

Put the Power of Story In Your Sales Copy

boy reading a story

Stories are powerful. For ages, they’ve been used to convey messages, teach values, and pass on wisdom from one generation to the next. They can tap into our deepest emotions… entertain us… inspire us… and move us to action. That’s why if you’re serious about improving your results, you’ll want to put the power of […]

5 Tips to Boost the Credibility of Your Sales Messages and Sell More

puzzle piece with key

It’s tricky. Why would people believe your sales messages? You’re just trying to sell them something, aren’t you? You use social proof to show your popularity. You display security badges to tell web visitors you can be trusted with their credit card details. Maybe you even use quotes from authoritative figures to vouch for your […]

Create Loyal Customers and Raving Fans With Just Your Website

thumbs up

How do you turn casual browsers into loyal customers who rave about you to their social circles? You might be surprised to hear it starts with your first encounter. Assuming that first encounter is your website, you need web pages that capture your visitor’s attention, build relationships, and generate the “know-like-trust” factor that everyone’s talking […]

How to Make Effective Calls to Action in Every Channel

improve results

You’ve heard it before. No communication should ever leave your office without a call to action. Every page… every email… even your Facebook posts… need one. What does that mean? It means you need a game plan that details the path customers should take as they move through your funnel. You need to be crystal […]