When you’re selling services, closing the sale often requires an actual conversation, whether you call it a sample session, free consultation, or just an appointment. But savvy business owners know you can improve your success—and make that conversation shorter and easier—if you do a good job of pre-selling the prospect ahead of time.
Instead of having [...]

My new ebook is finally out and it’s packed with great information to make any writing to market your business more compelling. 5 Steps to Creating Copy that Persuades Prospects to Know, Like & Trust You So You Can Land More Clients & More Sales–No Additional Marketing Required!will reveal:

How to avoid the biggest [...]

If you’re lacking in good, results-driven testimonials, one alternative is to use “borrowed” credibility to build the case for your service. Here are five ways for doing that:
1. Research and Statistics. Studies and numbers that support the soundness of your approach will go a long way in convincing buyers of the viability of your services. [...]

Last week, I was writing a sales letter for a client and suggested that we have interested recipients opt-in for a checklist on buying the type of insurance that she was selling—the things they really should look at to make sure they’re getting a policy with good coverage. She loved the idea of the checklist [...]

Wait—wasn’t email supposed to kill direct mail? Despite the dire prophecies in the early days of the internet world, direct mail is not dead. In fact, with everyone else focusing their efforts online, your message sent via old-fashioned “snail mail” now stands a better chance than ever of getting read.
Email is definitely an important tool [...]

When you’re writing to sell, facts and figures are great–as a supporting actor. But you can’t load down a letter, presentation or anything with numbers and think that will do the job. If you’re looking to persuade people to act, you need the other part of the Reese’s cup–emotion.
The movement to convince people to stop [...]

Testimonials are a high-octane marketing tool that can significantly boost sales. Have you noticed how many retail websites are adding customer reviews these days? That’s because people want to know “the real scoop” before making a purchase—especially for something as intangible as a service. And seeing proof of someone else’s satisfaction makes them much more [...]

It all starts with a dead body.
If you’ve ever watched more than three episodes of Law & Order, you know the drill. Two people are going about their lives and stumble onto a dead body. The cops are called in and the opening scene ends with a wisecrack. (Though no one—on any series—pulls it off [...]

The interview I did with Elizabeth Potts Weinstein at The Wealth Spa Radio Show on 3 Steps to Compelling Copy That Speaks Your Client’s Language is now up at the show’s website, along with a link to the special offer I made at the end of the interview.

At the end of the day, it’s all about whether people are buying. So here are three key elements prospects are looking for before taking the final step:
1. The Know-Like-and-Trust Factor–When looking for professional services, the Know-Like-and-Trust Factor (KLT) rules the roost. This is why referrals, networking and public speaking can be such powerful tools [...]