Customer Conversion

Whenever you ask for a sale, run an ad, or have a salesperson make a proposition to a customer or prospect, always tell the customer or prospect the reason why. If you have a product or service that you can offer at a lower price than your competitor, tell the customer/prospect the reason why.  It […]

You are probably wondering, “What is Ken talking about now.”  This one thing that I’m going to go over now will get your mail opened by more people, than if you just sent an envelope. A “Grabber” is something attached to a sales letter and its real purpose is to “get the person’s attention.” It […]

It always surprises me that most companies never put themselves in their customers’ or prospects’ position.   I say this because I see so many companies that make doing business with them so hard. For example, if someone calls your company and a telephone operator is their first contact, can that operator make a compelling response […]

It never fails to astound me that when I’m looking through a magazine or newspaper and reading the ads, that not only do they all look alike and are boring, but almost none of them ask for a response. Go grab a magazine right now and look through the display ads.  You’ll see ads saying […]

In my opinion, a newsletter is the most useful tool in maintaining relationships with customers and keeping them interested in you, your business, your products and your services.  Since “publications” get better readership than “sales materials” and articles get more readership than ads, it just makes sense to put your messages into the format of […]

Close to 90% of the businesses I consult with never precisely determine the needs, desires, or the requirements of the people to whom they are trying to sell. Few companies seek to meet their customers’ needs. How can you expect to fill someone’s needs and desires, if you never take the time to understand them?  […]

I was recently reminded of Seth Godin’s book with the same title when I was looking at new cars the other day (the original title was: “All Marketers Are Liars”).  The salesman was very polite and talkative, which isn’t bad.  He started telling all kinds of stories, and when I asked him for further information […]

Convincing “Almost Customers” to do business with you. All of us have a hoard of prospects that were initially attracted to us for some reason or another.  It could have been your ad that attracted them, a direct mail piece, or any other method you might have used to attract that prospect. Once you have […]

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Testimonials

"Ken, your ideas have been a tremendous help in increasing my bottom line. In the first six months I've had a 32.7% increase in business."

Wayne
Wayne's Deli, Redbook, N.J.