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

Part 2 of a Special 4 Part Series


by Glenn Shepard

April 14, 2015

Category:  Marketing





Bowling Green, OH April  21
Lima, OH April  22
Cincinnati, OH April  23

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Dear Glenn,


   I agree with your philosophy on hiring professionals…interesting though that you suggest in the Ask Glenn column that John create his own performance evaluation form instead of working with an expert.


Eric in Canada



Dear Eric,


      Keen observation. In this case, the experts are the managers, who should be thoroughly trained on how to create and administer evals.

     A one inch advice column is certainly not enough to do this, which is why my subscribers will receive an eblast promoting my newest  hour DVD program on how to create and give performance evaluations later this year. And of course, it will have 5 order buttons on it. :-)

     Thanks for your comment.


Glenn in Nashville, TN


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

Here are the answers to the first part of the marketing competency quiz in last week’s column.

1. The most powerful tool in marketing is Testimonials.

This is because people believe what others say about you more than what you say about you. The best testimonials come from someone people know and trust. This is classic word of mouth advertising.

The second best come from people they don’t know, but still trust. This is why celebrity testimonials are used so often.

Even when a testimonial comes from someone people don’t know, it’s still powerful. This is why people buy millions of products on Amazon based on reviews of total strangers.

2. The Zeigarnik Effect

It’s a psychological principle that people have a natural urge to complete an unfinished task. This is why copywriters end every page of printed marketing piece in the middle of a sentence, and write  “Over, Please” to get people to continue reading.

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

Longer. The saying in direct response marketing is “The more you tell, the more you sell”.


It's the opposite of newsletters.

This newsletter doesn’t sell anything. It’s been published every Tuesday for 10 years as a way of keeping in touch with people who attend my seminars. Brevity is key because the only goal is to get people to read it.

But when a product eblast goes out on Thursdays, its goal is to sell a $497 program. People need more information to make that buying decision. This is why the Tuesday newsletter averages about 400 words but Thursday eblasts are around 2,000 words

People who’ve never studied marketing ask who’s going to read 2,000 words. The answer is “Customers who are interested in the product, but weren’t convinced enough to buy it after the first paragraph”.

If they’re still not convinced after the second paragraph and don’t click on the second order button, there’s a third order button after the third paragraph, and so on. There are usually at least 5 order buttons on our product eblasts.

One way that people who don’t know marketing kill their results is by writing the shortest ad possible, essentially crafting it for people who aren’t going to read (or buy) anyway. Never cater your marketing to non-buyers.

7. What are "Multiple Paths of Readership"?

Some people will read part of the first paragraph and then jump ahead, skimming over the entire ad but not completing it. This challenge is even more daunting online, where people can quickly scroll down with a mouse wheel. This is where “Multiple Paths of Readership”, also known as “Multiple Points of Entry” come in.

By creating section headings where the font is bolded, larger than the body text, and often in red (as illustrated above), people can skim down to the section that is most appealing to them and jump in at that point. Hand written margin notes with short phrases like “Check this out” and “Don’t Delay” are used for the same reason.



To Your Success,



Glenn Shepard



P.S.  If you looked up answers to the questions in last week’s column because you couldn’t wait for this week, you just demonstrated the Zeigarnik Effect. It’s the same as when a TV show ends a dramatic episode with “To Be Continued”.


P.P.S.  If you missed part 1 of this special series, click here.



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