Archive for December, 2008
Bob Bly on Helping Prospects “Get” What You Do
Posted by: | CommentsAs he says, many times we stumble when giving our “elevator speech”… a short summary of the work we do.
Bly – a master copywriter – suggests breaking it up into three parts:
1. Start with a question, one relevant to the person you are speaking with. Always start with “Do you know how…”
2. “What we do is…”
3. “So that they…”
If you do this, if the person is a good prospect, they will start asking questions and may become a new client.
Let’s analyze this in more detail.
The first part: I believe what is happening is simply “framing”: it’s shifting the focus onto your prospect and their hopes, dreams, and problems.
The second part: reminds them of a specific pain they have.
The third part: shows how you can fix that pain.
The Unknown History of American Business
Posted by: | CommentsWant to take a break from marketing?
Check out this book entitled:
Enterprising Americans: A Business History of the United States.
This book by John Chamberlain is a fascinating read.
If you want to download it free (completely legally), reply to this thread and I’ll show you how.
