Do You Have A Mentor? If Not, Here’s Why You Should
A few years ago, I was selling training seminars to businesspeople. The company I was working for had distributors throughout the United States and Canada, and I was one of their first in another country. (In my case, New Zealand.) I had been in the business for around six months…
Should a Business Be Run Like an Army?
“You make me look like the bad guy,” Carl told me. We were having drinks after a long day’s work. Although we implemented a strict rule against talking about work after work (and especially when drinking), we were drinking … so we ignored our rule. The problem, Carl explained, was…
ETR Insider Report: How to Deal With Like Lists
I don’t have a background in marketing. But it doesn’t matter, because I’m getting what amounts to an MBA here at ETR. Take, for instance, the powerful lesson MaryEllen Tribby gave us in a recent meeting. We were discussing media buys – the process of buying advertising space in the…
How To Get A Dream Job With The Best Firm In Your Business
What are your chances of landing a dream job that more than 1,000 other people have applied for? You’d expect them to be somewhere around 1 in 1,000, right? Or maybe a little better … depending on your personal confidence level. But just two months ago, Scott Lindley not only…
The 4 Levels of Features and Benefits
You’ve heard it before: When advertising your product, stress benefits instead of features. But it’s a little more complicated than that. To be accurate, what you can say about your product doesn’t just fall into one of those two categories – features or benefits. Experienced marketers know that there are…
Say It Ain’t So, Jose
There’s no question that some people feel cheated by the likelihood that the home-run boom of the past decade in Major League Baseball has been, at least to some extent, a result of players using performance-enhancing substances. It appears, however, that these purist fans are in the minority when it…
The Truth About Getting Rich
Here’s a truth about wealth building that some financial experts and government regulators don’t want you to know: You can’t get rich by scrimping and saving. Despite what so many books tell you, the “miracle” of compound interest works only for the very few – those rare birds who begin…
When “Not Giving A Damn” Can Be Extremely Profitable
One of the main lessons that AWAI, ETR, and other experts on direct marketing drive home is the importance of really knowing your potential customer or client (what we call “the prospect”) – almost like a close friend. Why? Because you can’t hope to be a top-flight copywriter or marketer…
Reason or Gut Instinct: Which Rules?
REASON OR GUT INSTINCT — WHICH RULES?
Profit and Purpose
Do you know exactly where your business will be in five years? Can you tell me its size? Its status? It’s production numbers and it’s profitability? Do you know what kind of good or evil it will be doing? And if you think you know, how can you be sure?…
It’s Your Turn Now
It’s only 11:15 a.m. in the morning, but six people have already dropped by the ETR offices to meet with Michael Masterson. I’m not sure if they’re here for a quick business discussion or just to say “hello.” But I know the names and I recognize the faces. Another thing…
Help Your Customers Get What They Want
One of the greatest secrets of success in selling is this one: “Show people what they want most, and they will move heaven and earth to get it.” In Frank Bettger’s wonderful book “How I Raised Myself From Failure to Success in Selling”, he gives a great example of how…