How Not to be a “Follow-Up Pest”

One area of uncertainty among service providers is how often to follow up with prospects. Not often enough and you may lose an opportunity to another vendor who is more visible. Too often and  you risk being an annoyance. One technique that helps is to make sure you are NOT being a pest when you

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What is a “Guaranteed Best-Seller?”

Today I received an e-mail from a semi-famous business author. In it, he announced that he was working on a new best-seller. Not to nitpik, but I beg to differ. He is working on a book that he HOPES will be a best-seller. But to describe the book-in-progress as a best-seller in the present tense

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Read This Only If You Think E-Mail is “Greener” Than Direct Mail

Here are some facts about the eco-friendliness of paper direct marketing (direct mail) vs. electronic direct marketing (e-mail) from my fellow copywriter Marjorie Bicknell:  * Only 1.8% of household waste is from advertising direct mail messages and catalogues. * Direct-mail accounts for just 2.4 percent of landfill waste * 54.7 percent of all paper in the U.S. is

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Building Your Platform — Online

Publishers today only want to publish books by authors with a “platform.” A platform is (1) a visible presence in a market and (2) one or more channels through which you can reach that market. Editors looked for such things as whether the author had a column, TV or radio show, even an infommercial. But

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The Easiest Marketing Task in the World

What’s the easiest marketing task in the world? It’s putting up a web site that looks pretty and reads well — but doesn’t have to sell anything or generate any other kind of measurable response. I know, because the most common call I get as a copywriter is this: “We put up a web site

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