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Sales and marketing can be the most important resource in any business. A good sales and marketing plan includes strategy, method of sale, and advertising and promotion. In this section we will talk about the tools you need to drive sales and bring your message to the forefront of your market place.

  Section Table of Contents

Feature Article:
The 108 Most Persuasive Words In The English Language
by: Steven Samblis

Time Management for the Sales Pro
Make This Your Best Year Ever
by: Jeffrey Mayer

Change
Don’t Fight Change
by: Cavett Robert



by:



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       Feature Article        return to top

The 108 Most Persuasive Words In The English Language
  printer friendly version
By: Steven Samblis 

According to legendary advertising man, Leo Burnet, "Dull and exaggerated ad copy is due to the excess use of adjectives." To prove it, he asked his staff to compare the number of adjectives in 62 ads that failed to the number of adjectives in Lincoln’s Gettysburg Address, and other age-old classics.

Here’s what he discovered:

Of the 12,758 words in the 62 failed ads, 24.1% were adjectives. By direct comparison, Lincoln’s Gettysburg Address contains only 35 adjectives out of 268 immortal words – only 13.1% adjective-to-total-word ratio. Winston Churchill’s famous "Blood, Seat and Tears" speech rates even lower and has a 12.1% adjective ratio (81 adjectives from 667 words).

Mr. Burnett found that similar ratios applied to great works such as The Lord’s Prayer, the Ten Commandments and the Preamble to the U.S. Constitution. Conclusion: Use more verbs, not adjectives. Verbs increase the pulling-power and believability of ad copy.

That’s why it makes sense to keep this 108-VERB "CHEAT-SHEET close-by whenever you begin to draft your next space ad, sales letter, Website, or email campaign.

Abolish

Accelerate

Achieve

Act

Adopt

Align

Anticipate

Apply

Assess

Avoid

Boost

Break

Bridge

Build

Burn

Capture

Change

Choose

Clarify

Comprehend

Confront

Connect

Conquer

Convert

Create

Cross

Decide

 

Define

Defuse

Deliver

Deploy

Design

Develop

Diagnose

Discover

Drive

Eliminate

Ensure

Establish

Evaluate

Exploit

Explore

Filter

Finalize

Find

Focus

Foresee

Gain

Gather

Generate

Grasp

Identify

Ignite

Illuminate

 

Implement

Improve

Increase

Innovate

Inspire

Intensify

Lead

Learn

Leverage

Manage

Master

Maximize

Measure

Mobilize

Motivate

Overcome

Penetrate

Persuade

Plan

Position

Prepare

Prevent

Profit

Raise

Realize

Reconsider

Reduce

 

Refresh

Replace

Resist

Respond

Retain

Save

Scan

Segment

Shatter

Shave-off

Sidestep

Simplify

Solve

Stimulate

Stop

Stretch

Succeed

Supplement

Take

Train

Transfer

Transform

Understand

Unleash

Use

Whittle-down

Win

c

       Time Management for the Sales Pro        return to top

Make This Your Best Year Ever
printer friendly version
by: Jeffrey Mayer

With the new year upon us, I would like to share some thoughts with you about how you can make this your best year ever.

One Percent Better
Try to do everything you do just a little bit better each day. Now I’m not suggesting you look for big gains just lots of little ones. Would it be possible for you to improve the quality of your work by one percent each week?

That’s less than ¼ of one percent each day. Would that be an achievable goal? I would think so.

Now look at they dynamics of being just ¼ or one percent better each day:

At the end of the week you’re one percent better.

At the end of the month you’re 4 percent better.

At the end of the quarter you’re 12 percent better.

At the end of the year you’re 50 percent better.

In two years you’re 100 percent better.

Think of the benefits to you. You’ll get more things done each day. The quality of your work improves. And best of all, you’ll make more money.

Save an Hour a Day
Most people would like to save an hour a day. But they never save it. They make the mistake of trying to find that one hour in a solid block of time, and it isn’t there. Instead, they should try to find it in little pieces of time.

Jeff’s 30/5 Rule
So here’s another idea: Try to save 30 seconds out of every 5 minutes. By the end of the day you will have saved an hour.

Look at each and every task you perform during the course of a typical business day and ask two questions:

How can I do it a little bit faster?

How how can I do it a little bit better?

Once again, you’re not looking for geometric increases in your daily productivity, just tiny incremental increases.

Biggest Time Wasters
For most people these are big time wasters. Pay more attention to how much time you spend doing these activities and you’ll save yourself a lot of time. Here are two big time wasters:

Telephone Calls that Never End. Watch the timer on your telephone and keep track of the length of each call. You’ll be amazed at how much time you waste on the telephone.

Meetings that Don’t End. Meetings are notorious time wasters. They should start and end on time. An agenda should be prepared — and distributed — in advance. Everybody should know the meeting’s purpose. And at the end of the meeting decisions should be made as to what needs to be done next.

TimeSavingTip: Always confirm your meetings and appointments. Over the course of a year you’ll eliminate hours of wasted time that’s spent waiting in lobby’s and reception areas.

Setting Goals
If you’re like most people, you set long-term goals for yourself at the beginning of each year. Which is easy. But the real challenge comes when you try to convert those goals into results.

I’ve found the best way for a person to achieve their goals is to break them down into the smallest common denominator. Here’s what I mean:

Monthly Goals. Break your annual goals into monthly goals.

Weekly Goals. Break your monthly goals into weekly goals.

Daily Goals. Break your weekly goals into daily goals.

Hourly Goals. Break your daily goals into hourly goals.

Now ask yourself: What do I need to be doing at every moment of the day to be accomplishing my goals?

Using The Phone
Most of us make our living on the phone, so let me ask you a few questions: To achieve your goals, how many telephone calls must you make — Each week? Each day? Each hour? — in order to schedule enough appointments to achieve your goals?

Who are you calling? Are you calling customers with whom you’ve a long relationship — which is usually easy? Or are you calling prospects with whom you’ve never spoken — which is considerably more difficult?

SalesTip: You’ll make lots more money by prospecting for — and calling — new customers.

And while we’re on the subject of using the telephone, the purpose of which is to schedule an appointment, let me ask you a few more questions:

How many face-to-face appointments do you need to have each day in order to achieve your goals?

How many calls must you make to schedule an appointment?

Most Important Day
Monday is the most important day of the week. And here are some tips that will help you to have a great one.

Start planning your work week on Thursday or Friday. So when you arrive at the office on Monday morning, you know exactly what you need to do. Sit down at your desk and go to work!

Have a great Monday morning, and you’ll have a great Monday afternoon. And before you leave, start planning your Tuesday. Have a great Tuesday, and before you know it you’ve had a great week.

Repeat the same steps every day, and before you know it you’ve had a great month. A great quarter. A great year.

Do it over and over again, and you’ll have a great career. And just think it all happened because you just tried to be ¼ of one percent better each day.

Reprint permission granted in part or whole when the following credit appears: "Reprinted with permission from "Jeffrey Mayer's SucceedingInBusiness.com Newsletter. (Copyright, 2004, Jeffrey J. Mayer, SucceedingInBusiness.com.) To subscribe to Jeff's free newsletter, visit http://www.SucceedingInBusiness.com."
 

 

       Change        return to top

Don’t Fight Change
  printer friendly version
by: Cavett Robert

Our whole approach to learning has taken on a new concept. Information is accumulating so fast that it is impossible for one individual to absorb it all even in his or her restricted field.  The greatest compliment today that we can give an individual is to say that he is a student of his or her particular subject and constantly seeking to learn.

 

I keep a cartoon on my wall showing an ole half-wit farmer standing in the middle of his field with a rope in his hand.  As he scratches his head, looking like a tree full of owls, he can’t remember whether he has lost a cow or found a rope.

 

Unless we are constantly studying and learning in order to keep pace with changing times we shall soon be like that farmer.  We shall be wondering whether we have lost our economical directional compass or whether we have found ourselves in a new world of circumstances we do not understand. 

 

Growth and progress are impossible without change; let’s not fight it.  The past is a “guidepost,” not a “hitching post.”  As creatures of habit we find new and easier ways more difficult for us simply because they are different.

 

When of necessity we finally DO accept change we only do it after going through certain phases of mental and emotional gymnastics.

First, we are astounded that there could ever exist those sacrilegious forces that would even question the time-honored methods of the past.          The second phase is found in our secret resentment when it becomes obvious that the changes proposed by those violators of tradition are proving to be for the best interests of all – embarrassingly enough, even for ourselves.  In our third phase we modestly confide to a select few that, in reality, we had been in favor of the changes all the time and, while staying in the background, had worked diligently and tirelessly for their adoption.  Finally when the changes have become popular we loudly proclaim to the world that in the face of discouraging opposition and insurmountable obstacles we had led the fight, almost single-handedly, and brought about the long needed changes!  Yes, in the courtroom of our conscience we only have witnesses for the defense.

 

I love the statement of the dear ole feller in his 80’s who said, “Whatever the confusions of yesterday the uncertainties of tomorrow or the frustrations of today, this I know to be true: when I cease to grow, I’ll begin to die.  And so while I can run, I’ll run; while I can walk, I’ll walk; and when I can only crawl, I’ll crawl.  But with the will of God, I’ll at least always be moving forward.”

 

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Cavett Robert
"You Can't Heat An Oven With Snowballs"

Ira M. Hayes
Keeping Pace With Tomorrow
Dick Gardner
"Creating a ‘Have To’ Mentality"
Steven Samblis
"The Key To IPO Success"
Fred Herman
"Down-to-basics, Actions Steps"
Dr. Kenneth McFarland
The American System
Two Boring Guys Teach You Stock Market Mastery
Debbie Milam
The 7 Secrets of Peaceful Conflict Resolution
 
 

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