Quick Tip
Selling Saw Dust to a Lumber Yard
This week I'm participating in a boot camp where we work on applying the principles found in the book Breakthrough Advertising by the late Eugene (Gene) Schwartz.
Unless you're heavy into marketing and copywriting, you probably haven't heard of Gene. Just think of the O.G. superstar in your industry
- The one everyone gushes over
- The one modern-day gurus quote
- The one you can't get enough stories about
that's Gene.
Many people call Breakthrough Advertising the most important book ever written about advertising.
Some people sell copies for $580+.
Ya, it's kind of a big deal.
One of the first lessons Gene shares is this (paraphrasing)...
You cannot create desire for your product or service. Instead, you must direct or channel desire that already exists.
Selling sawdust to a lumber yard might earn you serious bragging rights as a salesman.
You'd be better off selling to manufacturers of BBQ wood pellets. Or makers of composite wood products.
Want more predictable revenue in your business?
Spend less time trying to convince non-buyers and more time putting your services in front of people who already want the result you offer.
Your's for smarter marketing,
Bill
913.962.9261
P.S. - if interested, you can get a copy of Gene's book for much less than $500 here.
News, Tips, & Tricks
Google My Business App Is Being Replace
It's the app, not GMB itself, that is being replaced. You'll now use the Google maps app to update your business profile from your phone.
How to Integrate Social Media Throughout Your Sales Funnel
This has more to do with mapping content types to a sales funnel. It applies to more than just social media.
Google doesn't want your AI-generated SEO spam content
AI writing tools are just that - tools. They're not a panacea. If you post what they produce "as is", you'll probably offend the Google.
Wrangling Stakeholders And Overcoming Obstacles
Whether you own your own business or work for a large corporation, you have stakeholders (your boss, colleagues, or clients). And sometimes stakeholders can feel like the work prevention department.
Here are some tips for dealing with them and getting stuff done
And this...
One person's rudeness is another's $10 million.
LaQuedra Edwards had put $40 into a lottery vending machine at a supermarket in Los Angeles when "some rude person" bumped into her, causing her to buy a different lottery ticket than she intended.
Book of the Week
The Adweek Copywriting Handbook
This classic from the late Joe Sugarman is easy to read and packed with great marketing, copywriting, and business advice. It should be in every business owner's library.
Grab your copy. (Amazon link)
Tool of the Week
FreshBooks
Online shopping carts are great when you sell products. But what if you need to send individual invoices, track time, manage receipts, and expenses, in addition to accepting credit cards? That's where Freshbooks comes in.
Like this newsletter?
Let me know. Reply, email me at [email protected], or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.
Thanks for reading.
Bill
913.962.9261
P.S. - And whenever you are ready, here are 3 ways I can help you grow your business:
1) Get more referrals - Want help creating your system for orchestrating referrals?. Reply to this email with "More referrals" to set up a time to talk.
2) Get Help Quick - Day Rate Consults are the easiest way to get marketing tasks off of your to-do list. See what you can get done
3) Get more leads from your website - If your website isn't delivering enough leads, reply to this email with "website leads" and I'll send you the details about my Website Leads Audit.