As a development manager for a real-estate project I consult with, SB takes direction from three people: a profit-center manager, a project manager, and me. Most of the time, our advice and recommendations work together. Sometimes, however, we disagree. And when we do, it throws SB into a frenzy. SB complains about getting mixed messages… being [...]
By Michael Masterson | Wed, Nov 4, 2009
In the 1960s, the edible oils industry began a campaign to convince us that vegetable oils are healthy. Yes, these oils are derived from natural sources. But by the time they make it to your grocery store, they are anything but good for you. Corn oil, for example, contains none of the vitamins, minerals, and [...]
By Early To Rise | Tue, Nov 3, 2009
To be cognizant (KOG-nuh-zunt) — from the Latin for “to learn” — is to be fully aware. Example (as used by Rich Schefren today): “Your job right now is to become cognizant of what you need to know to achieve your main goal.”
By Michael Masterson | Tue, Nov 3, 2009
It’s tempting to give a promising employee more freedom than he can realistically handle. It may seem like a good way to boost his self-esteem. But if you do and he screws up, whose fault is it? Yours. So, yes, praise your employees for good work and goals met. But also praise mistakes that were [...]
By Rich Schefren | Tue, Nov 3, 2009
Just as each and every one of us had to learn to tie our shoelaces, no one was born knowing how to be a successful entrepreneur. Every entrepreneur had to learn how to be effective at what he was trying to accomplish — and practice being effective until it became a habit. I don’t talk about it [...]
By Michael Masterson | Tue, Nov 3, 2009
LW, a friend and colleague, is a master of good hiring. His first hire — an entry-level marketing assistant — bloomed into a world-class marketing pro who is already running his company for him. The two of them hired another superb employee who helped them double their sales in one year. Now, the staff consists [...]
By Michael Masterson | Tue, Nov 3, 2009
Like the stereotypical male who won’t ask for directions when lost, many workers clam up when they get stuck on a job. It’s an avoidable mistake. Getting a hand from others is an important part of being a member of any team. You’ll be better off if you mention your difficulty to a colleague. Chances are [...]
By Michael Masterson | Mon, Nov 2, 2009
People like to feel superior. As a marketer, understanding this universal desire can help you do an awful lot of selling. By appealing to your prospects’ pride, you can persuade them to pay more — sometimes much more — than what you could get by appealing to any other emotion. Let’s talk watches. For $10, [...]
By Early To Rise | Mon, Nov 2, 2009
A Pergola (PUR-guh-luh) — from the Italian for “arbor” — is an open lattice structure, usually covered with roses or other climbing plants, that forms a decorative, shaded passageway. Example (as used by Michael Masterson today): “[This] savvy marketer spent the money to build an 8-foot stucco wall around the property… And he created a very [...]
By Michael Masterson | Mon, Nov 2, 2009
In all forms of expression, summarizing is lethal. But that’s what many copywriters do. At the end of a sales letter, they methodically recount all the important points they just made. What happens is that the energy of the copy is dissipated, the blood drained off. A much better approach is to take a single strong [...]
By Michael Masterson | Wed, Nov 4, 2009
0 Comments