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Search: Posts Made By: ewenmack
Forum: Copywriting 13th June 2020, 04:46 AM
Replies: 67
Views: 1,131
Posted By ewenmack
Re: Share With Us One Secret You Are So Proud To Know About Writing Good Copy

To add further to clarity, the team at Marketing Experiments have tracked split test results between clarity and "persuasion".

Clarity Trump's persuasion is the term they use.
...
Forum: Copywriting 12th June 2020, 07:22 PM
Replies: 67
Views: 1,131
Posted By ewenmack
Re: Share With Us One Secret You Are So Proud To Know About Writing Good Copy

To add more to the point, "it's not about me" or "drawing attention to the ad writer"...

The ad I wrote for a web designer which brought in $25,000 of annualized revenue in three days and became...
Forum: Copywriting 30th May 2020, 06:19 PM
Replies: 137
Views: 1,771
Posted By ewenmack
Re: "AIDA is it still a viable way of structuring a pieceof writing or are there better one's to use

Claude, my answer to your question is I've been fortunate in
not having bad products or services cross my desk that I've been
asked for help to promote.

However, even those I would turn down,...
Forum: Copywriting 29th May 2020, 01:38 PM
Replies: 25
Views: 435
Posted By ewenmack
Re: How Gary Halbert and an empty coffee cup got me a job

A chiropractor used a boomerang to get past patients to come back.

If I recall correctly he invested about $1800
in the mail campaign and got back $63,500
in 90 days.

Great Roi.

Best,
Ewen
Forum: Copywriting 27th May 2020, 02:21 PM
Replies: 137
Views: 1,771
Posted By ewenmack
Re: "AIDA is it still a viable way of structuring a pieceof writing or are there better one's to use

If I was to look back at the money making ads I've written for myself and clients, I have trouble finding an AIDA formula or similar one.

They include, but not limited to, lawn care,
carpet...
Forum: Copywriting 22nd May 2020, 10:46 PM
Replies: 137
Views: 1,771
Posted By ewenmack
Re: "AIDA is it still a viable way of structuring a pieceof writing or are there better one's to use

Benefits have their limitations if the ad writer
hasn't taken into account what the reader
has read, heard or experienced from

direct competitors
indirect competitors

Indirect competitors...
Forum: Offline Marketing 8th May 2020, 10:29 PM
Replies: 12
Views: 412
Posted By ewenmack
Re: "We'll Wait Till The Covid-19 Threat Is Over" Selling In A Pandemic

I've seen this "cold read" approach save deals in this environment.

They layout in summary what the situation is.

Because that is what is top of mind.

It shows you have a read on the...
Forum: Offline Marketing 2nd May 2020, 08:47 PM
Replies: 9
Views: 206
Posted By ewenmack
Re: Does anyone own a popular franchise?

I use to then went independent.

It was a lawn care franchise.

I learnt how to get and keep clients
so I didn't need the franchise anymore.

When I left them, 100% of the clients
came over...
Forum: Offline Marketing 12th April 2020, 01:30 AM
Replies: 39
Views: 1,193
Posted By ewenmack
Re: What products should I sell during Convid-19 time

I know a couple who bought a pizza biz that delivers only.

They bought it not long before the shutdown,
not because of it.

Turnover has quadrupled.

They had to buy more equipment
to keep...
Forum: Offline Marketing 8th April 2020, 07:38 PM
Replies: 39
Views: 1,193
Posted By ewenmack
Re: What products should I sell during Convid-19 time

Here's the year on year tracked ecommerce category data that have shown the biggest lift....

https://www.stackline.com/news/top-100-gaining-top-100-declining-e-commerce-categories-march-2020
...
Forum: Offline Marketing 21st March 2020, 04:44 PM
Replies: 1
Views: 127
Posted By ewenmack
How To Save Losing Deals During This Shutdown...

It comes from Chris Voss.

Before I send you over to watch this short video, let me tell you Chris's training saved me a tad under $10k from an organisation that doesn't negotiate, the Government...
Forum: Copywriting 12th March 2020, 06:16 PM
Replies: 26
Views: 529
Posted By ewenmack
Re: He was a bum on the streets, I ask "Where do you live at?" He said...

John Carlton said he's still getting royalty checks from
a golfer ad he wrote 25 years ago.

This week he said so.

He purposedly made a spelling error in the headline
and the client ran it.
...
Forum: Offline Marketing 5th March 2020, 12:44 PM
Replies: 14
Views: 774
Posted By ewenmack
Re: How To Stand Out In A Crowded Market...

Max, here's how I see strategy and big ideas...

They are the same.

When I size up what the competitors
have done to the minds of the prospects
then I move forward with the next phase,
a...
Forum: Offline Marketing 4th March 2020, 05:58 PM
Replies: 14
Views: 774
Posted By ewenmack
How To Stand Out In A Crowded Market...

Without shouting louder
Without changing your logo to
a purple cow
Without doing publicity stunts
Without hiring models
Without offering crazy discounts and bonuses.

In the Gary Halbert...
Forum: Offline Marketing 27th February 2020, 02:17 PM
Replies: 0
Views: 65
Posted By ewenmack
Home Renovation Contractor Hits His Target...

First why even talk about targeting?

It's the most important part of any promo.

So if you believe it is, then here's an example for home renovation.

The more common ways you would go about...
Forum: Offline Marketing 27th February 2020, 12:58 AM
Replies: 48
Views: 1,745
Posted By ewenmack
Re: HOW TO MAKE $100,000 A YEAR OFF AN ACRE OF LAND (Direct Marketing + Farming)

I worked 17 years on sheep and beef cattle farms. Another 3 years on orchards.

I've toyed with the idea of raising beef on my on account lately.

But I'd rather use my mind and not body
to...
Forum: Offline Marketing 26th February 2020, 01:17 PM
Replies: 7
Views: 536
Posted By ewenmack
I Feel It Needs To Be Said…

Relying on Facebook or Google
for your income is bad.

Recently Rich Schfren got together with
his internet marketing buddies and held
a 24 hour marathon on supposedly how to fix the problem...
Forum: Offline Marketing 23rd February 2020, 01:19 PM
Replies: 0
Views: 77
Posted By ewenmack
The Wonders Of Personalisation In Direct Mail

Auto Responder software has made it easy to insert names and personal information at a individual level and do it on mass scale.

And so you can with direct mail if you find a printer that does it....
Forum: Offline Marketing 20th February 2020, 12:01 PM
Replies: 14
Views: 405
Posted By ewenmack
Re: Marketing Advice

That was my point, go where you already have
traction in a sector rather than seek out new areas.

Best,
Ewen
Forum: Offline Marketing 19th February 2020, 05:48 PM
Replies: 14
Views: 405
Posted By ewenmack
Re: Marketing Advice

It's always going to help if you can reference
others in the same industry who have benefited
from your line of business before you go into new territory.

Best,
Ewen
Forum: Offline Marketing 12th February 2020, 01:56 PM
Replies: 9
Views: 236
Posted By ewenmack
Re: Bedell's First Scientific Principle Of Selling

Here you go, Linwood...

https://www.warriorforum.com/offline-marketing/646690-update-warning-little-ad-trick-blows-competition-out-water-25k-2-days.html
Forum: Offline Marketing 12th February 2020, 12:43 PM
Replies: 9
Views: 236
Posted By ewenmack
Re: Bedell's First Scientific Principle Of Selling

The ad as a community service idea,
I wrote at the bottom of the most ripped ad for web design...

"A community service by (X)"

That ad headline was a warning not to buy
until the reader got...
Forum: Offline Marketing 12th February 2020, 12:53 AM
Replies: 15
Views: 339
Posted By ewenmack
Re: ADS YOU'LL NEVER SEE ON THE SUPERBOWL

One of the things I told Scott who sold the most print advertising in his London co
last year was to find advertisers who weren't using direct response and align with
their previous buying...
Forum: Offline Marketing 3rd February 2020, 02:46 PM
Replies: 4
Views: 193
Posted By ewenmack
Re: $100 Bucks for a full page newspaper ad? You bet.

Linwood, are these remnant spaces?

Best,
Ewen
Forum: Offline Marketing 29th January 2020, 08:35 PM
Replies: 7
Views: 303
Posted By ewenmack
Re: Insurance Agent "gun-shy" [his words] after many failed advertising attempts

Yep.

In the copywriting world, some of the trainers tell their students
to attend those events.

Harder for the newer ones if they don't want to part with their scarce money.

So they attend...
Forum: Offline Marketing 29th January 2020, 03:10 PM
Replies: 7
Views: 303
Posted By ewenmack
Forum: Offline Marketing 29th January 2020, 02:38 PM
Replies: 7
Views: 303
Posted By ewenmack
Insurance Agent "gun-shy" [his words] after many failed advertising attempts

Yesterday I hopped on a call with an insurance agent
who was seeking help to get clients.

I won't go into the media he was using because there is a bigger lesson here.

That being said, he...
Forum: Copywriting 21st January 2020, 08:46 PM
Replies: 28
Views: 627
Posted By ewenmack
Re: Some stuff to think about...

You still have a shot by using my
resetting the buying criteria strategy.

Like flooring, websites can take a lot of deliberation
when buying design.

Here's how it's structured so you...
Forum: Offline Marketing 17th January 2020, 01:26 PM
Replies: 14
Views: 643
Posted By ewenmack
Re: The Ultimate Sales Letter? Catching the BIG fish.

Jeremy, as a general rule, the more you give a person to decide,
he/she will move slower or decide not to take the next step.

So by ma.king it easier on them and you,
make that decision easy by...
Forum: Offline Marketing 6th January 2020, 02:36 PM
Replies: 25
Views: 787
Posted By ewenmack
Re: The way we sell = the way we like to be sold?

It could be they do know other options may be better,
but would never, ever admit it
because
their last statements
would make them "lose face" as the Japanese would say.

To do that is like a...
Forum: Offline Marketing 5th January 2020, 06:32 PM
Replies: 32
Views: 698
Posted By ewenmack
Re: How People Make Decisions

I think what most advertisers, copywriters, and ad people miss is this...

A large sector of the population has decided to buy things
without the influence of a marketer.

If that's the case,...
Forum: Offline Marketing 5th January 2020, 03:08 PM
Replies: 32
Views: 698
Posted By ewenmack
Re: How People Make Decisions

Was that of help with buying intent data, in three
groups, I gave help?

I've previously posted about Target got caught out
and was published in mainstream media
about how they use their...
Forum: Offline Marketing 4th January 2020, 07:07 PM
Replies: 32
Views: 698
Posted By ewenmack
Re: How People Make Decisions

Adding to what Claude said about the way people buy
is a strong indicator they will buy
that same way again.

What not to do is say you had kitchen blenders to sell
and you get a list of those...
Forum: Offline Marketing 4th January 2020, 03:41 PM
Replies: 32
Views: 698
Posted By ewenmack
Re: How People Make Decisions

Sometimes you don't need to know
when you have a large enough pool of data that gives a high probability.

For consumer buying intent data derived from a surge in spending
tracked over $1...
Forum: Offline Marketing 4th January 2020, 02:55 PM
Replies: 32
Views: 698
Posted By ewenmack
Re: How People Make Decisions

I've got access to probably the biggest number of social tracking that shows buying intent...

and...

a big surge in spending leading up to buying products
and services. 1261 items are being...
Forum: Copywriting 31st December 2019, 06:51 PM
Replies: 28
Views: 627
Posted By ewenmack
Re: Some stuff to think about...

I did the info angle, did the letterbox drop off
for lawn care.

Couldn't get them to pay.

What did pay was running ads in newspaper classified ads
in the lawn care section.

.
Forum: Offline Marketing 28th December 2019, 04:24 PM
Replies: 2
Views: 154
Posted By ewenmack
This Gets Your Message Right

Instead of trying to get non-users/buyers to buy,
it's so much easier to get users/buyers to upgrade, move.

Doing so allows you to craft your message easier,
faster and becomes more responsive...
Forum: Offline Marketing 26th December 2019, 11:32 PM
Replies: 25
Views: 787
Posted By ewenmack
Re: The way we sell = the way we like to be sold?

It seems like most people have a
affirmation bias.

Meaning they will look for confirmation as to what they believe,
or turn off that doesn't fit current beliefs.

Both of you had opposing...
Forum: Offline Marketing 30th November 2019, 05:20 PM
Replies: 4
Views: 381
Posted By ewenmack
Re: Old Marketing Principle That Works Today

Libraries pay a subscription fee to one of those databases
in which you would normally pay, as you described.
Forum: Offline Marketing 30th November 2019, 01:15 PM
Replies: 4
Views: 381
Posted By ewenmack
Old Marketing Principle That Works Today

I learnt this many years ago from the old direct response marketers
who would measure their promos.

Over and over the biggest factor in their success was who got to read them.

With that piece...
Forum: Offline Marketing 23rd November 2019, 03:45 PM
Replies: 9
Views: 378
Posted By ewenmack
Re: Finding Local Business Owners information

The biz owners' name, email and cell phone are here...

https://lists.nextmark.com/market?page=order/online/datacard&id=441637

You can select for the type of biz as well as annual revenue.
...
Forum: Offline Marketing 17th November 2019, 09:51 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Sorry, I'm confused.

Mentioned direct tv customers and the advertisers on direct tv.

What am I missing?

Best,
Ewen
Forum: Offline Marketing 17th November 2019, 08:10 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

On the initial calls, who do you know to call?

Best,
Ewen
Forum: Offline Marketing 17th November 2019, 03:38 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Very very few marketers will target the channel
people buy from.

Claude is an exception when he talks about those
that bought a vacuum cleaner from
an in-home salesman.

Take life insurance....
Forum: Offline Marketing 17th November 2019, 12:42 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

I'm not sure if Direct TV customers up for renewal data is available but certainly a lot of bigger financial transactions are.

It even goes deeper.

Like identified the reasons leaving a...
Forum: Offline Marketing 16th November 2019, 07:11 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Great question.

Take the two major online ad platforms Google and Facebook.

As an advertiser, you don't know as much valuable information
about them as you can get outside those ad platforms....
Forum: Offline Marketing 16th November 2019, 04:35 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Yep, always fluid.

Best,
Ewen
Forum: Offline Marketing 16th November 2019, 04:30 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Great point.

Thanks for bringing this up because I forgot to actually say
past behavior is an indicator of future behavior

Back in the old days before the Internet,
direct marketers who...
Forum: Offline Marketing 15th November 2019, 02:15 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

I find that if I do the research first
before speaking with them I can speed up the process
and see if the list is the right one or whether they can make
an existing one better.

Lot's of...
Forum: Offline Marketing 15th November 2019, 01:19 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Like anything, if you aren't well informed and go to those that have your best interests at the forefront, you are heading for trouble.
Forum: Offline Marketing 14th November 2019, 03:29 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

So that I can help you the best, are you wanting them for yourself or resale, are they b2b or consumer?

Best,
Ewen
Forum: Offline Marketing 13th November 2019, 05:33 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

Claude, you touched on the word Program.

Yes, we want to give it a name, instead of the plain words insurance and quote.

These little things make a huge difference in perception of value.
...
Forum: Offline Marketing 13th November 2019, 12:29 PM
Replies: 26
Views: 444
Posted By ewenmack
Re: 80/20 Customers Part 2

As Claude pointed out with the finance example, you can get a list of those that have credit cards, high net worth individuals, have a mortgage free home , borrowing ability, know when their loans...
Forum: Offline Marketing 13th November 2019, 02:44 AM
Replies: 26
Views: 444
Posted By ewenmack
80/20 Customers Part 2

80/20 Customers Part 2

In part one I talked about in every customer list there are the few big spenders and most of the others range from not being very profitable to non-profitable.

You fix...
Forum: Offline Marketing 12th November 2019, 02:19 PM
Replies: 18
Views: 466
Posted By ewenmack
Re: 80/20 Customers

When I had the lawn care biz, the callers wanting a quote that day
would follow the same pattern as a client,
you had to get their lawns mown on a certain day
and most likely had to be in the...
Forum: Offline Marketing 9th November 2019, 05:36 PM
Replies: 18
Views: 466
Posted By ewenmack
Re: 80/20 Customers

Years ago I would get rid of my worst clients when I had my lawncare biz.

I graded them from A to D grade.

D's and some of the C's went.

They made room for more A and B's.

Gotta keep the...
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