According to advertising guru David Ogilby, "On average, five times as many people read the headlines as read the body copy of your ad. It follows that, unless your headline sells your product, you have wasted 90% of your money." Headlines that work best, Ogilby taught, are those which provide a benefit. Rifling through the […]
Blogger Gad Saad ("Homo Consumerus") gets annoyed when celebrities offer unfounded opinions on matters of science and medicine, I read in Psychology Today. Saad, himself a psychologist at Concordia University in Montreal, claims to be a perfectionist when he does research, and has little patience for uninformed pontification. From Gwyneth Paltrow’s warning that shampoo causes […]
"Bragging is repulsive to introverts," says Nancy Ancowitz in Psychology Today. But effective self-promoting – that’s different, she says. "It’s finding the overlap between what you have and what your audience wants." Ancowitz might have been referring to blogging, which is the essence of self-promoting for business owners – minus the bragging. After all, what […]
As part of the marketing team for each of my professional ghost-blogging clients, I’m always paying attention to ads, billboards, and promotions that I can relate to blogs. One advertisement for KinderCare Learning Centers caught my eye the other day, because it asked readers to complete a sentence: I went to school to become a […]
We were given two ears and only one mouth." That reminder seems to pop up in every business etiquette or sales training seminar. The message is a simple one: we would do well to use these organs proportionately, devoting twice the effort to listening as to speaking. There’s some listening that needs to take place […]
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