Video Sales Letter Copy for Weight Loss

While consulting to an ad agency on web copy and marketing during 2014, they requested I write a full VSL script for a breakthrough probiotic weight loss program and manage production of the video. This involved studio time with the Doctor, writing the Doctors script as well as the ‘publishers’ script and then facilitating video […]

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Enterprise-Level Webinars for FREE? (bye bye gotowebinar…)

Webinars are killer ninja sales tools for both B2B and B2C alike… But GoToWebinar costs $500 per month, with a limit of 1,000 attendees… and limited functionality. If you can get a short turnaround budget approval (like, right now!) for a measly $300, you can get yourself lifetime access for unlimited webinars with unlimited attendees […]

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Audience Captivation – Story Loops & Nested Loops

Story loops have been used by brilliant writers for centuries. With the dawn of television the power of “nested loops” became clear. Nesting story loops is the most powerful way to keep an audience engaged. Kevin Hogan shows the lasting power of nested loops with an example of an old TV show from the 1980’s…and […]

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5 Degrees of Consumer Sophistication

Gene Schwartz nailed 5 stages of market sophistication which helped my approach to strategic marketing to no end. And I’ve just brainstormed an equivalent for consumer sophistication that considers the consumer a little more directly. Which stage are your customers at? How do you appeal to them? Do you turn other customers off? What can […]

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How NOT to offer B2B services…

I’m searching for an inbound customer contact centre and used the live chat on one service providers website. Here’s how the conversation went down… Me: Nice website but the pricing table is clear as mud for me Todd C: Hello Me: What’s the economy plan for $29? Todd C: My apologies. It isn’t meant to […]

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Open Letter to Membership Site Plugin Developers

Dear membership site developers, In 2015 I’m going to create a comprehensive membership site… Oh no wait, I can’t yet… because of the state of current membership plugins. I think the problem is the ‘minimum viable product’ mind set where developers create something they can sell, generally as good as the mixed bag of competitors, […]

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Software for Podcasting (Why Podcast with Audello)

Last year Audello launched and the Podcast community was divided. Is it the greatest tool for podcasts or just another faddish slick marketing gimmick..? Turns out the naysayers were just miffed that a plugin turned what used to be a very time consuming technical process into a very quick and easy experience. I finally got round to putting […]

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Market Research

I like to start my market research with online search volumes using Google’s keyword tool – which gives an overall general picture of basic keyword categories and how popular they are. A simple and fast initial market research. Google Adwords Keyword Tool Also use www.google.com/trends to see how various topics are trending (becoming more or […]

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Customer Research

So rather than approaching customer research and insight as a one-way street, business must increasingly open up the doors of consumer collaboration to make product development and marketing a co-creative partnership between business and buyer. “The aim of marketing is to know and understand the customer so well the product or service fits him and […]

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Competitor Research

More to come, but… Can you determine your competitors strategy by reviewing their apparent sales strategy? You can see their market segmentation, product innovations, etc… just by looking. So look. <p>Recommended Resource: Use Mark Joyner’s <a href=”http://www.simpleology.com/p/competitiveintelligence/nathanshaw/gscom-page” target=”_blank”>Competitive Intelligence Cash Maps</a> for managing the process of competitor research.</p>

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