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“How to Join the Mile High Club for Only $20”

Part 1 of a Special 4 Part Series

 

by Glenn Shepard

April 7, 2015

Category:  Marketing

 

 

   

 

Rockford, IL April 8
Champaign, IL April 9
Bloomington, IL April 10
Bowling Green, OH April  21
Lima, OH April  22
Cincinnati, OH April  23
   

Click here or call 1-800-538-4595 to  reserve seats.

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Dear Glenn,

 

    I attended your seminar last summer in South Dakota and thoroughly enjoyed it.

     You mentioned performance evaluations should have more than 5 ratings to allow for a wider variety of overall ratings.

   I am curious if you have a performance review form that you prefer? This would be for non-exempt hourly production positions. I wish to keep it simple for Supervisors to administer and simple for the employees being evaluated to understand and comprehend.

 

John Kreber

Yankton, SD

 

 

Dear John,

 

    A scale of at least 1 - 10 gives you more room to differentiate good from great and mediocre from good.

   I recommend creating your own evaluation, based on input from everyone in your company.

     In addition to your supervisors, have your employees make suggestions on qualities and issues they think should be evaluated. You'll get better employee buy-in on the back end when they were part of the process on the front end.

    Also be sure to begin each evaluation session by having your employees first evaluate themselves.

    Thanks for your question.

 

Glenn in Nashville, TN

 

Click the red Ask Glenn button to submit a question. You may remain anonymous if your prefer.

I spend hundreds of thousands of dollars each year on marketing for our seminars, but do not write the ads myself.

Instead, I hire experts whose entire careers are centered around studying, practicing, and mastering the science of marketing.

Over the 20+ years I’ve been in this business, universities and chambers of commerce that host our seminars have occasionally wanted to redesign a mail piece because their “Marketing Person” thought they could do a better job.

I'm careful not to be insulting. But at the same time, we have to let them know that just because someone works in marketing does not mean they're a marketing expert.

 

These folks have the best of intentions. The problem is that all too often, they don't know what they don't know.

Just like finance, law, and engineering, marketing is a science that must be studied to be mastered.

 

In order to help them understand this, I ask them to have their "Marketing Person” answer 10 basic questions that any marketing professional would know like the back of their hand. The agreement is that if they get an "A" (9 out of 10), I'll not only listen to their input, I'll hire them.

 

Here are the questions that are a no-brainer for a real marketing expert:

 


1. What is the most powerful tool in marketing, and why?

2. What is the Zeigarnik Effect and how is it used in marketing?

3. Is it better for ad copy on a sales letter, brochure, or landing page to be shorter, or longer?

4. What are AIDA and PAS?

5. What is a Lift Note and what is its purpose?

6. What is a Johnson Box and what is its purpose?

7. What are "Multiple Paths of Readership" and why is this method used?

8. When a graphic illustrator and copywriter disagree on how an ad should look, who gets veto power? (Hint: One gets paid about 10 times what the other does.)

9. What is the most read part of any sales letter or website?

10. What is the most read (and most important) part of an eblast?

 



Most self-described “Marketing People” get 5 or less correct, which is clearly a big, fat F.

As a follow up question, I ask how much time they’ve spent studying David Ogilvy, Dan Kennedy, Claude Hopkins, Gary Halbert, John Caples, and Robert Collier. Most don’t even know who they are, which helps explain why they know so little about marketing.

You would not want an accountant who couldn’t pass the CPA exam doing your taxes, or an investment advisor who couldn’t pass the Series 7 exam guiding your retirement accounts.

By the same token, don’t let people who’ve never studied marketing do your marketing. Always hire professionals who know what they’re doing.

 

To Your Success,

 

 

Glenn Shepard

 

 

P.S.  In next week's issue, I'll explain the headline of this article and give you the answers to the questions. In the meantime, don't cheat and look them up.

 

 

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