15 Tips to help you get what you want

Negotiation isn’t about winning and losing. It’s about both sides feeling there was some progress, with both being better off than before. For example, gaining good will may be as important as gaining concessions. Negotiation is a PITI-ful process that takes place within a web of tension. The important factors are Power, Information, Time and […]

The headline can make a B-I-G difference

Advertising gurus like David Ogilvy and others have long maintained that the headline is worth 90% of your advertising spend. It has also been written that a change of headline can produce an uplift of up to 10 times the previous level of response. As a direct response copywriter, I believe implicitly in testing, so […]

How to make a one-minute speech

The key elements are: • establish context or commonality • hook • theme • need or problem • benefit/disadvantage • offer solution/make a proposition • outcome Start by sending out a carrier wave, some way of establishing common ground, e.g. ” We are all communicators here…” or “It’s the question we speakers are always asking […]

Ever been asked to get to the point?

What’s the point you’re making? Get to the point. Click! All within 3 seconds. That’s all the time you have to grab or lose your listener’s attention. Let me help you understand why it happens and what you can do about it. First, let’s consider why. Every day, each of us is assailed by thousands […]

Every little helps

The Tesco slogan is an apt reminder of the difference we can make through even a small contribution to a bad situation.  In my local High Street I saw a stall inviting people to sign petitions against cruelty to animals.  I signed, but wondered what good my contribution do. Then I remembered chaos theory. According […]

HOW TO CHOOSE A GOOD COPYWRITER

Sensible business people do not write their own sales letters, websites or brochures. They employ copywriters. If you are looking for one, you may like to know how to distinguish the good ones from the rest. Let me offer you a couple of tips. There are broadly two kinds of copywriters: those who can write […]

The 7th Sales Letter Secret

The seventh Secret of Successful Sales Letters is: 7. Monitor your results • Things change. So keep your eye on all results • Change only one key element at a time and note the effect Even the best ideas can tire, so keep watching your results and testing new ideas. Guard against the temptation to […]

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