here or call 1-800-538-4595 to
to print this quote.
I had an employee who was a good worker, but tools were
disappearing from the shop.
I asked where they were and he said at his house, and he would
bring them back but never did.
Finally he didn't show up for work again and took with him
the keys from the company
Do I need to sue
him for stealing tools and material from the company?
You need to speak to an attorney because yours is a legal
I'm not familiar with business customs in your country, but in
the U.S. it's common for companies to withhold part of final
paychecks until tools, etc. are returned. But even this is
prohibited by some state laws.
Thanks for your
question, and be sure to ask your attorney how Philippine labor
law addresses this issue.
Glenn in Nashville, TN
the red Ask Glenn button to submit a question. You may
remain anonymous if your prefer.
If you've ever
thought about changing jobs and are looking for a field where
you can make a six figure income, then this is for you.
Here are more answers
to the marketing competency quiz in the 4/7/15
What are AIDA and
These are two of the most well known formulas in marketing.
AIDA stands for:
Get the prospect's Attention, generate Interest,
create Desire by explaining your product's benefits
(not features), and call for Action.
PAS stands for
"Problem, Agitate, Solve", and is the model we've used
company for years.
All of marketing first
describes the problem (i.e. It's hard to find high quality
people to hire; the work ethic is going down the tubes, etc.).
Then the problem is
agitated by making it sound disastrous if something isn't done.
(i.e. It will cost you
$3,500 to lose an employee; etc.)
Then the solution is
offered, which in our case is to attend my seminars, buy my
8. When a graphic illustrator and copywriter disagree on how an
ad should look, who gets veto power?
Run as fast as you can from anyone who can't answer this
because their advice will put you out of business.
A graphic artist's
job is to make advertising look the best it can,
and they're usually highly creative and very talented.
A copywriter's job is
to make advertising perform the best it can, which
copywriters get the
final say. Their job isn't as flashy as a graphic artist's. They're wordsmiths whose work is tedious and
They can spend hours
agonizing over a single word or punctuation mark.
Here are a few
classic examples from some of the greatest copywriters in
"How to ____ without _____"
i.e. "How to lose
weight without exercising."
"Who Else Wants to _____"
i.e. "Who else wants
to make an extra $5,000 a month working part time?"
"If _____, Then ____"
i.e. "If you have
back pain, then this is what you've been waiting for."
"But wait, there's more!"
Copywriters make more
than graphic artists because they bring in millions of dollars,
and can quantify it.
This is hard for
people to get their head around at first because some of the
most profitable marketing pieces are also some of the ugliest.
In his best selling
book "The Ultimate Marketing Plan", marketing legend Dan Kennedy
included a section titled "Warning Signs of 'Experts' to Avoid
Like the Plague".
Here's an excerpt:
"Every time I
go into an ad agency with a wall full of awards, I wonder
whether they're working for their clients or the award
committees. A lot of advertising that wins awards performs
poorly. Agencies that win awards often lose the clients. Some of
the most productive, profitable advertising in history couldn't
qualify for any award. Much of the best marketing gets its
results in an ugly way."
One of the most
coveted jobs a copywriter can get is with the National Enquirer.
While it's one of the least respected publications from a
journalistic perspective, it's one of the most respected from a
marketing perspective. A one page ad costs over
$48,000 and obviously works, because their advertisers keep running the ads again and again.
Next week, I'll wrap
up this special series by explaining the story behind the $20
Mile High Club.
To Your Success,
If you want to learn more about this, then read Dan
Kennedy's books "The Ultimate Marketing Plan" and
Ultimate Sales Letter".
If you missed Part 1, then
If you missed Part 2, then click
The "If...Then" formula was used four times in this
article: Once in the first sentence, once in the first PS, and
twice in the
Click on this button to