4 Tools to make every proposal work harder (764 words)

What I heard them say: “Send us a proposal and we’ll go from there.” What they really said: “Send us a proposal and we’ll go with someone cheaper.” There’s nothing I can do about my hearing problem. But I can fix the problem of being selected based on price alone. And if you’ve ever had Read more about 4 Tools to make every proposal work harder (764 words)[…]

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How to survive the onslaught of digital companies

Last night I met a former partner of the U.S. broker for Purple Bricks. He scared me. Companies like Expedia ruined the careers of travel agents. Amazon is strangling retailers in general and book stores in particular. Uber crushed the taxi drivers, and self-driving cars will crush the Uber drivers. Purple Bricks is coming for the Realtors. Is any Read more about How to survive the onslaught of digital companies[…]

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Sharpen your focus until it burns your initials in a wall

Today we’re going to take a big huge magnifying glass. We’ll gather every ray of light that comes from your business, your people, your philosophy and focus them into a single white-hot point of irresistible clarity. This will make everything you do a thousand percent more effective. The first step is to figure out exactly Read more about Sharpen your focus until it burns your initials in a wall[…]

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How to double your prices and still close more sales

Want more money for the same amount of work? Easy. Just raise your prices. But Jacob, you say, won’t that just drive away my clients, and create some resentment with the ones who stay? Well, yes, if you simply raise your prices and don’t change anything else. Do that and you’d better expect a few Read more about How to double your prices and still close more sales[…]

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The overlooked, underappreciated marketing secret of a top performer

Genius is the art of taking pains. –Claude Hopkins, Scientific Advertising   I’m going to make a bet with you. Google “10 Best Marketing books” or “Best books on copywriting,” or similar searches. You’ll find dozens of marketing blogs where writers have posted their favorite marketing books. I bet you at least half of them Read more about The overlooked, underappreciated marketing secret of a top performer[…]

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37 Ways to Use Your Backbone Marketing Content

Over the last few weeks, I’ve been putting together a series called Selling a Complex Service. (If you haven’t seen it, just look under the category called “Selling a Complex Service.) The whole series shows you how to create a permanent, organized collection of videos and articles that each address each objection or question that could slow Read more about 37 Ways to Use Your Backbone Marketing Content[…]

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Build a Permanent Marketing Campaign

How to Sell a Complex Service, Part 4 I’m going to show you the simplest, most effective thing you can do to sell a complex service. This final tactic will consolidate all the groundwork you’ve been laying down in parts 1, 2 and 3. You’ll turn your best ideas and your best ammunition into a Read more about Build a Permanent Marketing Campaign[…]

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Try this if you’re in a cynical and sophisticated market

Selling a Complex Service, Part 3 Once in a while, a new business comes along that’s almost a guaranteed winner. It’s something nobody else has ever done, and people immediately understand it and want it. Uber is an example. Push a few buttons on your phone, any time of day or night, and within minutes Read more about Try this if you’re in a cynical and sophisticated market[…]

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The Secret of the Aviator’s Cigar

How to Sell a Complex Service, Part Two Once upon a time, a young airplane mechanic named Tom had a brilliant idea. Tom realized that he could make more money, with less work, by refurbishing the interiors of small, private aircraft. He knew how to make the inside of a plane more luxurious and comfortable. Read more about The Secret of the Aviator’s Cigar[…]

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How to Sell a Complex Service

Part One: My encounter with Gandalf   There are two reasons people won’t do business with you. Either they don’t want what you’re offering, or they don’t believe you can provide it. If either of these conditions are present, you’ll miss out on the deal. But sometimes, someone just doesn’t understand your business. They might Read more about How to Sell a Complex Service[…]

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