Bowling Green, OH
here or call 1-800-538-4595 to
to print this quote.
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.
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
Glenn in Nashville, TN
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
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
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
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
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
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.
your marketing to non-buyers.
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”
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
To Your Success,
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”.
If you missed part 1 of this special series, click
Click on the
blue button to