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How NOT To Do an Email Campaign
I’m a member of a local Toastmasters group in my hometown of Portland, Oregon, and recommend Toastmasters to anyone who wants to get better at public speaking or presentation skills. Toastmasters...
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Why Subtlety Doesn’t Work Anymore
A couple of years ago, author/public speaker/comedian Andy Nulman wrote a blog post discussing his challenges as he gets up in front of an audience: “The Internet has changed everything. It has...
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“Showrooming” in Reverse How Online Shopping and Research Can Benefit a...
One of the biggest threats to brick-and-mortar retailers in 2012 is “Showrooming”: consumers who walk into a store with a smartphone to look at merchandise and make use of the expertise of the staff…...
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The Portland Media Documentary
To start with, a disclosure — an interview with me appears in this documentary. The American news media world underwent some seismic changes between 2009 and 2011. These changes happened everywhere…...
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No Escape: Guess Where Advertisers Will Find You Now?
Advertising on men’s room walls is not uncommon. But Michigan’s Office of Highway Safety Planning has moved their messaging just a little bit lower. According to the Detroit News, Michigan officials...
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What a Nigerian Prince Can Teach You About Marketing
If you have an email address, you have undoubtedly received several variations of the “Nigerian scam” over the years. This is a message purporting to be from someone representing a high official in...
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NFL Referee Edition: Marketing Ripped From the Headlines
Here’s a terrific example of a medical practice capitalizing on current events: A Green Bay Lasik doctor is offering free lasik surgery to the replacement referees who blew the “touchdown” call at the...
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A Sales Lesson From Mitt Romney
The #1 competitor you face today isn’t another company. It’s the customer’s decision to do nothing, to make no change at all…The value they perceive that you offer isn’t big enough to offset what they...
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Another Nail in the Yellow Pages Coffin
Recently a television Account Executive in Iowa brought me a copy of the local YellowBook – one of the two “major” phone directories in that part of the state. She showed me an ad that appears just...
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How a Shoe Store Owner Gets Free Facebook Advertising
I was meeting with the owner of an upscale ladies boutique in a southeastern state. Although the store sold all manner of women’s clothing, the largest revenue driver was shoes. Apparently, ladies love...
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Sales Skills: A Better Way To Handle “No”
Not long ago, I took a “no” from a client who should have said “yes”. I didn’t react well. photo by fresnel6/dpc That weekend, I spent a lot of time stewing about the effort I’d put in, the difficulty...
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How to Put The Client’s Mind Behind The Wheel
In Montana, I once sent a television salesperson to a doctor’s office for a white coat. Photo by Oleksandra Voinova/dpc We were working on a proposal for a doctor who wanted to market a procedure she...
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How Media Sellers Can Profit From Supreme Court Rulings
Last month, the United States Supreme Court made same-sex marriage legal throughout the United States. If you sell advertising, there’s money in this. Photo by tashatuvango/dpc Before the ruling,...
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Why Rotators Are Not Your Friend
The most expensive ads you can buy are the cheap ones that don’t work. Photo courtesy of BillionPhotos.com/dpc I often meet with business owners who are new to broadcast advertising. Many times their...
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The Most Powerful Confirmation Tool You’ve Never Tried
Why don’t customers show up on time for meetings? photo by Gajus/dpc Over the past week, I’ve spent nearly 90 minutes waiting for clients who weren’t at their offices or stores when we arrived. One...
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How to Give Yourself a Quick and Easy Raise
“There are two reasons why customers don’t buy more product from you: they don’t know you have it, and, you don’t ask.” — Jim Domanski, Add-On Selling: How to Squeeze Every Last Ounce of Sales...
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A Beautiful Ad That Didn’t Work… and An Ugly One That Did
“They kind of forgot to sell the car.” The Dog Strikes Back_ 2012 Volkswagen Game Day Commercial Remember this commercial from the 2012 Super Bowl? Watch the ad and then answer the one-question quiz...
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Why “Find Us On Facebook” Is a Sales Killer
“Don’t make the mistake of thinking you’re Facebook’s customer, you’re not – you’re the product,” Bruce Schneier photo by aleksandr/dpc In the rush to use social media, advertisers are cramming the...
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The Crucial Deflategate Lesson You Probably Missed
Want to keep your private thoughts private? Keep them off company property. photo by pzphotos/dpc One Thursday evening about fifteen years ago, I walked over to my radio station’s printer to retrieve a...
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Please Pardon The Interruption
My father, Neil Norlin Bernstein, died last Friday at the age of 83. I’ve spent this week on funeral arrangements and all the related things one does when a parent passes away. Neil Norlin Bernstein...
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