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Many years ago I interviewed Mitch Axelrod.

You may not know Mitch but he’s the guru behind probably my favourite sales system.

Don’t take my word for his brilliance, what about these for testimonials from two giants of business training.

Mitch trained the Jay Abraham proteges in how to sell consultancy services and Jay said this “Mitch conducted three of the most heavily attended and lauditorily reviewed tele-conference calls we ever sponsored, with 200 marketing consultants in one day.  His seminar is two of the most illuminating and expansive days you will ever spend.  If you want to increase sales, call Mitch. He can turn anyone into a sales Green Beret.

Brian Tracy also raves about Mitch. “My good friend Mitch Axelrod is one of the foremost authorities in sales and marketing in the United States today. Mitch has trained more than 100,000 men and women on peak performance selling skills. His technique, his method and his process are responsible for boosting more people into the ranks of the top 10% than any other trainer alive today.

I did the interview to create a bonus for a new membership website I was creating called Your Profit Club. Unfortunately the project was overwhelmed by my health problems and the website was hacked.

I’ve decided to share the interviews I did with some very well known people, back in the days when I was connected.

The title of my interview with Mitch is

Sales For Reluctant Sales People

I feel many business owners fall into that category. They don’t see themselves as sales people yet their lives depend on them being able to sell their products, services and ideas.

Right click and “save as” to download

I want to talk about Crazy Egg.

Imagine a good headline creating curiosity like this one.

Find Out Where You Website Succeeds And Where It Fails To Engage Visitors And They Stop Paying Attention.

Your visitors are happy to carry on reading providing the headline fulfils the promise of the click that got them here.

Now imagine a boring photo without a caption explaining what it is. I’m going to leave some space for it.

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Still here?

Now how about some words that are really hard to read. This can happen because there isn’t enough contrast between the letters and the background or because it’s reverse print light letters on dark background rather than dark letters on a pale background) or because the letters are too small for your average reader.

As you can imagine that paragraph above is likely to cause problems. If you want to know what the last paragraph says, you can highlight it with your cursor but how many readers are going to do that.

Alternatively, you can read it below printed with proper contrast.

Now how about some words that are really hard to read. This can happen because there isn’t enough contrast between the letters and the background or because it’s reverse print (light letters on dark background rather than dark letters on a pale background) or because the letters are too small for your average reader.

Now imagine another boring photograph without a caption explaining it. Again space allowed for it.

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Given up yet?

None of these common mistakes are intentional but it’s often done in the name of “attractive design”.

The trouble is it kills the marketing effect of your website. Nobody is visiting to see if you have a pretty website, they are coming to see if you can solve their problem better or with better value than your competitors.

The answer is to use tracking software like Crazy Egg.

This lets you see what your visitors are doing and where they give up.

I’m going to be adding some screenshots to this page but, at the moment, I want to get some data into Crazy Egg.

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Consumers are private individuals buying for themselves and their families but how do they choose what to buy out of all their options?

Obviously it is going to vary based on the product. Someone won’t buy a car using similar value attributes to buying pet food for their dog.

Are there common value attributes for these B2C deals and relationships? (B2C refers to business-to-consumer.)

Strategy consultants Bain think so and shared their thoughts in an article in the Harvard Business Review.

The Elements of Value by Eric Almquist, John Senior and Nicolas Bloch from the September 2016 Issue. (You can read the full article on the HBR website and two others for free.) [continue reading…]

Buying has changed a lot since the Internet became popular, both for consumers and for B2B buyers. I’m looking at consumers in a separate article so here I want to answer the question…

What Do B2B Buyers Value When Making Buying Decisions?

To answer it, I’m summarising an excellent article in the Harvard Business Review:

The B2B Elements of Value by Eric Almquist, Jamie Cleghorn and Lori Sherer from the March–April 2018 Issue (You can read the original here).

Bain, the strategy consultants have produced 40 elements of value which they fit into five major categories. They have also look at what consumers value when buying.

The Main Categories of B2B Values

[continue reading…]

At the time of writing, Theresa May is the Prime Minister of the United Kingdom. Rarely has the Peter Principle been so visible, so clear to everyone around.

What Is The Peter Principle?

This is the gloomy but often accurate prediction that people are promoted to promoted to their own personal level of incompetence.

Then they are stuck…doing a job badly.

How Does It Work?

A person is recruited into a lowly position. He (or she but I’m going to keep saying he to stop this becoming irritating) works hard and is considered to do a good job. he understands the role and it suits his skills.

An opening arises in the position above. The organisation looks around and wants to reward people for doing a good job and, will often be unaware of the Peter Principle, and promote the person who is doing the best job at the level below.

The new job has new responsibilities and needs new skills. These may be skills the person has already or they may be skills he can learn quickly. Alternatively they may be skills that will present a struggle to master. [continue reading…]

What Happened To Seth Czerepak?

Back in 2016, I read two copywriting books by Seth Czerepak. The first in particular, The 24 Hour Marketing Miracle is excellent and was given 5 stars in my review. The second The Sexy Sales Letter Formula isn’t quite so good and is rated at 4 stars.

At this stage, I thought he was a rising star of the copywriting and direct marketing world. He was even given an excellent endorsement by Dan Kennedy. However, when I clicked over to his website to find out more, I found missing pages. In fact, everything on his website, except the home page had disappeared or become disconnected from what I could see.

I’d check every few months but found nothing new. I increased the time gaps, because, every time, I had to look up his name. [continue reading…]

I’m not sure how I found it but I’ve been listening to the

Copywriters Podcast with David Garfinkel

a great deal recently.

I recommend it very highly and if you’re interested in copywriting, I think it’s well worth your time.

Of course there are a lot of copywriting podcasts produced at the moment and many of them are packed with information. It’s hard to know where to go. [continue reading…]

In my review of the book

Lorrie Morgan-Ferrero’s Quick Start Guide to Writing Red Hot Copy

posted on Amazon.co.uk, I gave the book a rating of Four Stars. This means it is Good and Well Worth Reading.

Here is my book review.

A very user friendly guide to writing copy with one big drawback

This is a very easy book to read and understand in contrast to some of the heavyweight tones on copywriting.

The author explains an interesting process of writing copy which, after her extensive experience, doesn’t involve starting with the headline and lead. [continue reading…]

For years I’ve been disgusted by the horrific problems created by “dirty water” around the world but particularly prevalent in Africa.

I’ve meant to made a donation to a clean water charity. As I explain below, I love Africa.

As Americans say “Shoulda, coulda, woulda”.

I’m ashamed to say I did nothing.

That changed last night when I received an email from Brian Kurtz (of Bottom Line / Boardroom fame). I watched a video from Charity:Water that was incredibly inspiring and a made a commitment. A commitment I’ve honoured this morning by setting up a monthly donation. [continue reading…]

The full title of this book by Dan Kennedy is

Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer

In my review posted on Amazon.co.uk, I gave the book a Five Stars rating. This means it is Excellent and Very Highly Recommended.

Here is my book review.

Another tasty morsel from a master of direct marketing

Magnetic Marketing is the name of the author’s most famous premium priced course and it’s the one that has helped make his excellent reputation.

Kennedy didn’t invent direct response marketing – its origins go back at least as far as the late 19th century – but he’s done a great job of bringing it to the attention of business owners and entrepreneurs along with others including Jay Abraham. I’ve always felt Kennedy was stronger on the initial aspect of attracting new customers while Abraham was better at expanding the backend, that is the ongoing business with the customers. Books by both deserve a place on the bookshelf of a well read business owner. [continue reading…]