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Business Management

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When prospects get your e-mail marketing message, they make a decision to open or delete it based largely on the subject line. Given the glut of promotional e-mail, how can you convince them that your message is worthy of attention?
It sounds like a good idea: survey customers to find out what they want, and then let their answers shape your product development and marketing.  But in reality, it’s often a bust.

Must-have vs. nice to have

by on March 24, 2009 2:30pm
in Business Management

In newsletter publishing, products are divided into two categories: “must-have” and “nice-to-have.” These categories can extend to virtually any type of product or service. So, how do we sell products in each category? Here are some rules of thumb:
Should you obsess over competitors? Or is it safe to ignore them and focus on the unique value your product brings to the market?
Early in my career, I was advertising manager for Koch Engineering, where I learned a few tricks about trade show exhibiting (I also handled trade shows for Westinghouse in an earlier job) that I’d like to pass on to you.
Often, by being truthful about your weaknesses and flaws, you can gain substantial credibility with your buyer, increasing loyalty, sales, and customer satisfaction.
A few years ago I came across a brochure for independent consultant, Sommers White, written in question and answer format. What caught my eye was the first Q & A in the lead: Q: Why should I hire Sommers White?  A: Perhaps you should not.

50 lead-generating tips

by on March 19, 2009 2:30pm
in Business Management

What should you know when planning a lead-generating direct mail program?  Here are a few pointers to guide you in the right direction.
Afraid the recession is here to stay a bit longer? If so, you're not alone. Many economists are predicting doom and gloom. Here are 14 strategies companies use to maintain—even increase—sales, while their competitors struggle to stay afloat.

Tips on using testimonials

by on March 17, 2009 2:30pm
in Business Management

Using testimonials—quotations from satisfied customers and clients—is one of the simplest and most effective ways of adding punch and power to brochure, ad, and direct mail copy.  Here are some tips for using testimonials.
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