Whether you’re sending traffic to a squeeze-page or straight to a long-form or video sales letter, you must prevent prospects from immediately checking-out mentally when seeing your headline. We call it “preventing mental opt-out”. And it’s what ensures prospects...
In marketing, demonstrating solid and significant credibility is one of the most important things you can do. The following video shows an advanced technique I call Credibility Leverage. You’ll see three examples of how the big boys in direct response borrow...
The offer you present to prospects is more important than any other single element of your marketing funnel… second to just the list of prospects you’re speaking with. This is why it’s crucial you craft and use the most compelling “offer language” possible when...
Savvy marketers grow and maintain a swipe file cataloged by winning marketing components (i.e. headlines, guarantees, offers, calls-to-action, email subject lines, etc.). Super-savvy marketers also grow and maintain a diverse “substantiation file”. Your marketing...
How much should my marketing budget be? This is a question I get asked at least once a week by new clients. My response almost always catches them by surprise. The beauty of using direct response marketing is that everything is quantifiable. Unlike brand/institutional...
Robert Cialdini, the author of the book Influence: The Psychology of Persuasion, really brought to light the idea of “social proof” for many marketers. Unfortunately, in an attempt to provide the needed positive social proof in their marketing, many marketers...
