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Using USPs to Create Benefit Messages
“I’m having trouble. I know my marketing message is well written, but it doesn’t seem to always connect with my prospects. It seems hit and miss no matter what I write. Any suggestions?” Ford responds: An important step related to benefit messages is crafting your...
Create Awesome Headlines With The 4U’s
“I’ve read the books, gone to the seminars, and read till my eyes were bloodshot, but I still can’t say if a headline is a good one or not, other than just by my gut feeling. Any suggestions?” Ford responds: Let me share with you a powerful evaluating technique that...
Emotional Copy That Connects With Your Prospects
“What does it take to be a great copywriter?” Ford responds: The master copywriters are curious about life. As a rule, they tend to read a great deal, like to travel, and have a variety of interests. They find other people interesting, and they are very good...
Save Time, Money and Effort With a Marketing Calendar
Marketing Calendars Help Keep You Focused and Ontrack. Can you imagine running your business or remembering important events without a calendar on your desk? Sounds crazy, right? How could any person remember all of those deadlines, appointments, and sales calls...
Sell More With Multiple Websites and Multiple Domains
"Why do companies often have more than one website for the same products and services? Isn't that just overkill?" Ford responds: Good question! You should have a flagship website with all of your content, especially now that the major search engines have changed the...
Set your Controls and Improve Your Results with Proper Direct Marketing Testing
A recent e-zine subscriber wrote: “Plenty of people tell us to test but nobody tells us how!” Ford responds: In a nut shell, you’re testing all of the time, but you might not know it because you’re not tracking your leads, conversions, sales, responses, clicks or...