here or call 1-800-538-4595 to
to print this quote.
I like your articles but have noticed that you seem a little biased toward small business
owners. It's almost as if
you think they're better than everyone else, and I find that a
little off-putting. I work for a Fortune 1000 company and deal
with issues that Joe the Plumber could never imagine.
I'm not a "little" biased, I'm a LOT biased.
I've worked in corporate America and understand the office politics, bureaucracy, and
other special challenges that brings.
But none of those hold a stick to not having a salary or any
business owners are not better than everyone else, but they must
have more courage and self-confidence than everyone else. They
must risk everything they have to make their
businesses work, in spite of the fact that there's about
a 9 in 10 chance they'll fail.
Because I remember the early days of being a small business
owner when I had to take cash advances on my credit cards to pay
my employees even when I couldn't pay myself, small business
owners are my heroes.
They create over the half the new jobs, and collectively have a greater impact
on our economy than the IBM's and Microsoft's.
And when you add in the fact that most large companies like
Microsoft and IBM started as a small business, it makes small
business owners who are willing to take such incredible risks
even more crucial to the nation's economic growth and
you find this off-putting, there is an unsubscribe link at the
bottom of each newsletter.
Thanks for your comment.
Glenn in Nashville, TN
the red Ask Glenn button to submit a question. You may
remain anonymous if your prefer.
Here are the final answers
to the marketing competency quiz in the 4/7/15
What is the most
read part of any sales letter or website?
The headline, because it's the hook that determines whether
people will read any further.
This is also why book
titles are so important. Even if you never read them, you
remember titles like "Men Are from Mars, Women Are from
"Fifty Shades of Grey".
The same is true with
movies. This is why Hollywood put so much effort into choosing
the name "Paul Blart" for Kevin James' character in the Mall Cop
movies. While Kevin is not going to win an Academy Award for
that role, you can bet there will be kids dressed as Paul Blart next Halloween.
I first learned the
power of this marketing principle when I was in college in the
eighties. I was president of the flying club one year and wanted
to increase membership.
Knowing nothing about
marketing, I took the worn out cliché "You've tried the rest,
now try the best" and changed it to "You tried the rest, now fly
with the best".
It was silly and flopped for two reasons.
First, there was only
one flying club at the university I attended. No one had "tried"
flying lessons with anyone else.
Second, the phrase
was not memorable.
Then I discovered
this tall building in the middle of campus, with
thousands of books in it. It was called a library, and I had
never ventured inside it. Once I did, I discovered the mother lode of
information on everything imaginable, including marketing.
I learned about the
importance of hooks and being memorable.
principle was that se* sells.
(* = x).
I decided to
incorporate that principle into flying. A new Tom Cruise movie
called "Risky Business" had just come out and I thought I could
play off of that concept a little.
We offered short
introductory flights for $20, so I changed our slogan
to "Ask Me How to Join the Mile High Club for Only $20".
Suddenly everyone started asking how to do it.
There was one minor
detail we had to address, which was that there are two
definitions of the Mile High Club.
One involves hanky
panky in an airplane, and the other simply involves being 5,280
feet above the earth's surface.
Since the majority of
club members were young males with raging hormones, they were
thinking about the first definition. When we
explained that the definition we were referring to was the
second, everyone was fine with it.
The slogan was nixed once
our faculty advisor found out about it, but I got to experience
firsthand the power of a good hook in marketing.
And I was reminded of
it for years as people continued to call me "Little Mr. Risky
10. What is the most read part of an
The subject line, for
the same reason. This is also why the most important
part of direct mail is the envelope.
To Your Success,
If you'd like to talk to a professional copywriter, contact Art
Norwalk of Norwalk Communications at (401) 421-4310 or
email@example.com. He won't charge you anything for the
initial consultation, but his company could increase your
revenue by millions.
If you followed this entire series and wondered why I never
answered questions 5 or 6, that's the Zeigarnik Effect again.
If you missed part 1, click
For part 2, click
For part 3, click
Click on this button to