Posts Tagged ‘marketing’

Rhetorical Website

Posted: November 30, 2017 in rhetoric
Tags: , , , ,

Summary of Important Rhetorical Terms

Silva Rhetoric  – Encyclopedia 

Visual Rhetoric 

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  • Persuasion (classical) vs identification (using pretext to gain individual advantage)
Part I: The Range of Rhetoric
  • “Rhetorical” – written for a purpose with an audience in mind
  • Analyzing poems by Milton and Arnold – trying to bring them together as instances of the same motivation
    • Also insisting that the unique context of each makes the motive itself different
    • To connect to Coleridge as well, need a motive that can serve as ground for “both choices” – can ambiguously contain both
  • Poets identify themselves with their characters and ritualistically transform their texts
    • IE: “desire to kill” someone is the desire to transform the principle they represent
  • The “logical idea of a thing’s essence can be translated into a temporal or narrative equivalent by statement in terms of the thing’s source or beginnings”
    • Puns (?) of logical and temporal priority
    • Can also use “an ultimate of endings” – depict a thing’s end to identify its essence
  • Must consider “proportions of a motivational recipe”
  • Rhetoric is the region of insult, injury, bickering, squabbling, malice, lies
    • Killing, enmity, strife, invective, polemic, eristic, logomachy – all aspects of rhetoric
    • Also includes resources of appeal: sacrificial/evangelical love, sexual love, neutral communications
  • Imagery leads to transformation, and transformation leads to ideas and imagery of identification
    • IE: killing (imagery) something changes it (transformation), and the things nature before/after change (transformation) is an identifying of it
  • Where interests are joined, A identifies with B – or A may identify himself with B, even if there interests aren’t joined
    • They are simultaneously distinct and consubstantial
  • Identification is indicative of division – if there were not division, we wouldn’t need identification – identification proclaims unity in the face of division
  • Ethos: the properties (qualities) someone surrounds themselves with to establish identity
  • Invitation to rhetoric: place where identification and division come together ambiguously
  • The rhetorician and the moralist come together where the attempt is made to reveal identification in accordance with property
  • Even if an activity is reduced to intrinsic, autonomous principles, it could still be influenced by external motivation and thus subject to identification
    • Identification is for the autonomous activity’s place in the wider context
  • “Belonging” to a group via identification through a specialized activity is rhetorical
    • Science is not autonomously good – it is identified with motives and ethical attitudes
  • To sympathize with people greatly different from us, we need “imagery of a richly humane spontaneous poetry”
  • Ends justify means – politician can still be “rhetorically honest” if he lies, but means to do well – only thought he could get votes via the lie
  • Poetic language is a symbolic action (for itself and in itself); rhetoric is inducement to action
  • Rhetorician’s “tricks of the trade” are an art, not a science
  • Nothing is more rhetorical than deliberation – controversy = rhetorician’s forever “proving opposites”
  • Rhetoric is an art of persuasion, or means of persuasion available for any given situation
  • Realistic: when one symbol-using entity uses symbols to induce action in another; idealistic: consubstantiality established between being of unequal status
Part II: Traditional Principles of Rhetoric
  • Persuasion: choice, will (insofar as a person is free); rhetoric: formative effect on attitude
  • Range: rhetoric as “art of cheating” to rhetoric as power
  • The kind of opinion with which rhetoric deals is not contrasted with truth
    • Opinion is the moral order of action, not “scenic” order of truth
  • Topics must be timely
  • Tradition evidences of rhetorical motive: persuasion, exploitation of opinion, a work’s nature as addressed, literature for use, verbal deception, the “agonistic” generally, words used “sweetly,” formal devices, the art of proving oppositions
  • Most thoroughgoing rhetorical device is amplification
  • Three purposes of audience: 1) hear advice for future, 2) pass judgment on past, 3) or general interest in subject at hand
    • As such, Aristotle’s 3 kinds of rhetoric: deliberative, forensic, epideictic
  • “Titles”: ideas and images – rhetoric uses titles to identify someone/thing with whatever will call forth the desired response – select titles with bias of intention and opinions of audience
    • Image uses imagination to “contain a while bundle of principles”
  • Ideology is a kind of rhetoric – have led to social/political choices
  • Associating an idea with an image is mechanical, a conditioned reflex
  • Nonverbal elements persuade via symbolic character – “paper need not know the meaning of fire in order to burn” – the “idea” of it is persuasive
    • Thus, rhetorical motive lurks in every “meaning”
  • Rhetorical persuasion and identification: relies on social implications of the enigmatic
    • Acceptance of “enigma” as element in symbol’s persuasiveness leads us to note the place of “magic” or “mystery” as a passive reflection of class culture and an active way to maintain cultural cohesion
  • “Infancy” – empirical objects treated as symbols of a generating principle
  • An idea comprises personal, sexual, social, and universal promises
  • With symbol-using animal: logic of symbols must be “prior” to the effects of any “productive forces” in the socioeconomic meaning of an expression
  • Language can be used to deceive: rhetorical analysis seeks to expose mystifications
  • Theology is implicit in persuasion: it is the ultimate reach of communication between different classes of being
Part III: Order
  • Positive terms: name the things of experience – visible, tangible existence located in time and place
  • Dialectical terms: competing voice talk/argue with each other
  • Ultimate terms: competing voices placed in a hierarchy – arranged developmentally with relation to one another
    • Guiding idea/unitary principle behind diversity of voices
  • Bias is false promise, but still promise – if you eliminate all bias, you deprive society of its primary motive power
  • “Principle of courtship” – the use of suasive devices to transcend social estrangement
  • 3 motives: the order, the secret, the kill
  • “Pure persuasion”: saying something for the intrinsic satisfaction of saying it – not for extraverbal advantage – in fact, may seem to go against aims
    • IE: puzzle solver: either gives up or solves the puzzle – either way, is no better off than before – the value of the puzzle is intrinsic
  • Hierarchies:
    • 1) Constructed on basis of numerous negatives to the degree to which they are followed
    • 2) Hierarchic principle is inevitable, but no particular hierarchy is inevitable
    • 3) Hierarchies serve as motives – IE to rise or maintain socioeconomic position
  • Mystery – Three ways to create mystery via physical/experiential separation of individuals
    • 1) Occupational psychosis: particular way of thinking adopted from long term pursuits
    • 2) Terministic screen: specialized vocabulary that reflects selective view of reality
    • 3) Trained incapacity: development of limited view of reality via training/experience
  • Functions of mystery?
    • 1) Maintenance and preservation of hierarchy – encourages obedience
    • 2) Instrument of governance, cohesion, and preservation of the nature of a hierarchy
Things Which I Found Online but Are Important To Know
  • Rhetoric of Motives: showing that rhetoric exists in literature not purposely intended to persuade
    • Identifying real people with characters in literature story may be seen as an argument about how we can/should understand that person
  • “Wherever there is persuasion, there is rhetoric, and wherever there is ‘meaning’ there is ‘persuasion’”
  • “You persuade a man insofar as you can talk his language by speech, gesture, tonality, order, image, attitude, idea, identifying your ways with his”
  • Aristotle: persuasion is ethos, pathos, logos
    • Burke: new ways to see persuasion and identification (a broader process), not just gaining audience assent
      • Primary aim of rhetoric is to win an argument (Aristotelian) – it’s to make a connection – Burke shifts imagery of the persuasive encounter from a duel to a courtship
      • Goes both ways: audience to speaker, speaker to audience, but still audience-centered (New Rhetoric)
      • Individuals who try to form themselves in accordance with the cooperative communicative norms of society are also concerned with identification – individual must act upon him/herself
      • No use for rhetoric by yourself – need an audience, even if it’s only yourself
    • Booth: rhetoric is finding good reasons to change minds and being open to them
      • Booth also uses Burke’s Pentad – I think to argue against rhetoric of doubt
    • Pentad: Act, Scene, Agent, Agency, Purpose
      • Way of analyzing any rhetorical statement
      • Ratios: relationships between elements of pentad – examining ratios aids the critic in discovering which term in the pentad receives the greatest attention by the rhetor
    • Substances (common images, ideas attitudes) create acts – a process of acting-together
    • Substance: stands under the word (medieval in origin) – distinguishes substance (what holds up a word) from accidents (what you sense) – substance cannot be sensed by definition
    • Goal of rhetoric: consubstantiality – the substance that is you united with the audience
      • Consubstantial – individual, but part of a group by similar experience
      • Substance of acting together = consubstantial experience
      • Science can be perverted by consubstantiality (Nazis)
    • Most serious problem of humanity: alienation/separation – rhetoric find a common ground and brings people together
    • Identification – imaginary act in which you assume someone else is standing in your shoes
    • Identification: three ways it functions:
      • 1) means to an end (politics), 2) antithesis (creating identification via opposing entities through basis of common enemy), 3) persuasion on unconscious level (convincing someone to agree with specific action so they do not appear negatively
    • Identification is possible because we share consubstantiality – commonality of substance – physical body, aspirations, language)
      • Recognizing and building on this becomes a rhetorical possibility because it heals the wound of separation
    • Motive: motif, reason why, and something that moves along
    • Magic and socialization: to live in a social condition, you need rhetoric (Lanham)
      • Socialization means learning some kind of rhetoric to keep communication lines open
    • Terministic screens: set of symbols that becomes a grid/screen of intelligibility through which the world makes sense to us – we see the world as our symbol systems allow us to
      • Socrates: man as symbol using animal is unique
      • Weaver: calls these “god terms” – words that conceal the meaning and values behind them – words you don’t want to argue with
        • Culturally reflective: every culture has a terms that “screens out” differences you might attend to
      • Words and ideas are not tangible – refer to collection of ideas we have about the specific word (Kant, Saussure [1906-1911], Derrida)

The most important question in marketing something to someone who hasn’t purchased it before is,

“Do they trust me enough to believe my promises?”

Without that, you have nothing.

If you have awareness but people haven’t bought from you before, it’s likely they don’t trust you as much as you would hope. If you are extending from one business to another, it’s also likely. In fact, if your value proposition is solid but sales aren’t being made, look for trust issues.

Earn trust, earn trust, earn trust. Then you can worry about the rest.” – Seth Godin

“It doesn’t matter if you’re right, it matters if you are understood.” – Seth Godin (Note – This quote is in reference to creating a new name of for your title/role.)

“The first step is to say it poorly. And then say it again and again and again until you’re able to edit your words into something that works. But mostly, you need to decide that it matters.” – Do the Word – Seth Godin

“You don’t launch a popular blog, you build one. The writing isn’t the hard part, it’s the commitment.” – Seth Godin

“Every day we can wonder and worry about whether a blog post is worth it. Not whether or not the microphone is working, but whether it’s worth using at all.

It’s much easier to spend a lot of time making your microphone louder than it is working on making your message more compelling…” – Seth Godin

“The unhappy theory of business ethics is this: you have a fiduciary responsibility to maximize profit. Period. To do anything other than that is to cheat your investors. And in a competitive world, you don’t have much wiggle room here.”  –  Seth Godin

“You will be labeled, like it or not. If you earn the label of a ‘person who builds things, ships them and sells them to someone who values them…’ you’re way ahead of the pack.” – Seth Godin

“For me, doing is at the core of it. If you’ve done something with what you’ve learned, then maybe you know it.” – Seth Godin on February 5, 2014

“The goal, then, isn’t to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.” – Seth Godin

“The best experiences and the biggest ideas don’t fit into a category. They change it. They don’t get filed away, they transform us.” – Seth Godin

“Ideas that spread win. Ideas don’t have to be selfish to win, in fact, it turns out that the more generous the interactions an idea produces, the more likely it is to spread.” – Seth Godin

“If you’re not willing to get your ‘worst one ever’ out of the way, how will you possibly do better than that?” – Seth Godin

“I’m not sure there’s any number of Facebook likes that can replace a hug.” – Seth Godin

“More than ever, we express ourselves with what we buy and how we use what we buy. Extensions of our personality, totems of our selves, reminders of who we are or would like to be. Great marketers don’t make stuff. They make meaning.” – Seth Godin

Micro trends matter more than macro ones, but most of all, people matter. Individual human beings with names and wants and interests.” – Seth Godin

“The best way to honor someone who has said something smart and useful is to say something back that is smart and useful. The other way to honor them is to go do something with what you learned.” – Seth Godin

“You know something is important when you’re willing to let someone else take the credit if that’s what it takes to get it done.” – Seth Godin

“The paradox is that by the time you get to be senior, the decisions that matter the most are the ones that would be best made made by people who are junior…” – Seth Godin

“The people who successfully start independent businesses (franchises, I think are a different thing) do it because we have no real choice in the matter. The voice in our heads won’t shut up until we discover if we’re right, if we can do it, if we can make something happen. This is an art, our art, and to leave it bottled up is a crime.”  –  Seth Godin

“If you’d rather be a chooser, enter a market or a transaction where you have something to trade, something of value, something to offer that’s difficult to get everywhere else.  If all you have is the desire to get picked, that’s not sufficient.” – Seth Godin

“A good job is largely anonymous and forgotten (but still important).  A personal job, on the other hand, is humanized.  It brings us closer together.  It might not be remarkable, but it stands out as memorable because (however briefly) the recipient of the work was touched by someone else.  Often, remarkable work is personal too, but personal might just be enough for today.” – Seth Godin

“A remarkable performance is one that exceeds expectations so much that we talk about it. (Remarkable, as in worth making a remark about). In just about every field, it’s possible to be remarkable, at least for a while, and thanks to the increasing number of connections between and among customers, remarkable work spreads your idea.” – Seth Godin

“The wettest, weirdest environment is human interaction. Whatever we build gets misunderstood, corroded and chronic, and it happens quickly and in unpredictable ways. That’s one reason why the web is so fascinating–it’s a collision between the analytic world of code and wet world of people.”  –  Seth Godin

“The quickest way to get things done and make change 

Not the easiest, but the quickest:

Don’t demand authority.

Eagerly take responsibility.

Relentlessly give credit.”

– Seth Godin

“Marketers need to spend less time making promises and more time keeping them.” – Seth Godin

“If you’re considering word of mouth, stability and lifetime value, it’s almost always true that the easier it is to get someone’s attention, the less it’s worth.” – Seth Godin

“Giving your team cover for their cowardice is foolish. Give them a platform for bravery instead.” – Seth Godin

“The only real help is self-help. Anything else is just designed to get you to the point where you can help yourself.”  –  Seth Godin

“Marketing yourself to a new person often involves being charismatic, clever and quick–but most jobs and most relationships are about being consistent, persistent and brave.” – Seth Godin

“If you are love with the perfect, prepare to see it swept away. If you are able to dream of the impossible, it just might happen.” – Seth Godin

“Confusion sets in when you’re not sure if your product or service is bought or sold, or worse, if you are a salesperson just waiting for people to buy.” – Seth Godin

“My problem with the search for the badge of real is that it trades your goals and your happiness for someone else’s.” – Seth Godin 

“Leaps look good in the movies, but in fact, success is mostly about finding a path and walking it one step at a time.” – Seth Godin

“When you focus on delighting an audience you care about, you strip the masses of their power.”  – Seth Godin

“More time on the problem isn’t the way. More guts is. When you expose yourself to the opportunities that scare you, you create something scarce, something others won’t do.” – Seth Godin

 “… outsiders are way more likely to approach your organization with fabulous projects if they think they’re likely to both get a good reception and succeed when they get to market.” – Seth Godin

“The internet revolutionizes both sides of the equation.  … Legions of unsophisticated marketers are getting both sides of the equation wrong.”

“They invest a lot in hoopla, spin and hype to get strangers to notice them (once), making the cost of a connection high, and then, once they borrow a little attention, they put everything into a one shot transaction, which few people engage in, and those that do create little value, because the permission asset is then discarded.” – Seth Godin

“Mostly, the best way to be the next Mark Zuckerberg is to make difficult choices.” – Seth Godin 

“It’s not enough to be aware of the domain you’re working in, you need to understand it. Noticing things and being curious about how they work is the single most common trait I see in creative people. Once you can break the components down, you can put them back together into something brand new.” -Seth Godin

“Anyone who takes responsibility for getting something done is welcome to ask for the authority to do it.” – Seth Godin

 “More and more people now have jobs that require them to confront the risk of appearing stupid on a regular basis.” – Seth Godin

“The goal isn’t to do work and hand it in just before it’s due. The goal is to do the work as beautifully as you can, faster than anyone else, so you can do more work.” – Seth Godin

 “The internet has opened the door for millions of businesses to do things differently, because there are other assets now, assets that can transcend location. Your permission to talk to customers, your reputation, your unique products–you can build a business around them online.” – Seth Godin

“The reason business writing is horrible is that people are afraid.  Afraid to say what they mean, because they might be criticized for it.  Afraid to be misunderstood, to be accused of saying what they didn’t mean, because they might be criticized for it.” – Seth Godin

“The next time you have a choice between chasing the charts (whichever charts you keep track of) and doing the work your customers crave, do the work instead.” – Seth Godin

“We happily give up our freedom and our income in exchange for having someone else take responsibility for telling us what to do next.” – Seth Godin

“We must be talented, powerful and resilient creatures indeed given how much we manage to produce despite the constant undercutting, ridicule and needless censorship we aim at ourselves.”  – Seth Godin

“When you delight the weird, the overlooked and the outliers, they are significantly more likely to talk about you and recommend you.” – Seth Godin

“It takes a lot of guts to stop measuring things that are measurable, and even more guts to create things that don’t measure well by conventional means.” – Seth Godin

“It’s easy to be afraid of taking a plunge, because, after all, plunging is dangerous. And the fear is a safe way to do nothing at all. Wading, on the other hand, gets under the radar. It gives you a chance to begin.” – Seth Godi

Duct Tape Marketing

Posted: March 2, 2015 in book
Tags: , ,

1. Why did you hire us in the first place?
2. What do we do that others don’t?
3. What’s missing from our industry as a whole?
4. What could we do that would thrill you?
5. What do you find yourself simply putting up with in this industry?
6. What would you do if you owned a business like ours?
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Many times you can find a unique position to claim by simply discovering gaps that no one else is filling. Study your competition as thoroughly as possible to see if you can find opportunities to stake your claim.
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connecting with that great cause can become the drive to play the game at the highest level.

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You can prove that tax preparation can be fun. You can empower anyone to buy a home. You can make your customers so overwhelmingly thrilled they will refer their friends and neighbors willingly. You can ensure that no one will ever be afraid to go to the dentist again.

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What if you could actually connect your beliefs and values to your reason for being? Would that provide motivation to do more? Would that start to feel like more than a job?

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what do you do for a living?
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action verb (I show, I teach, I help), target market (business owners, homeowners, teachers, divorced women, Fortune 500 companies), how to xxxx (solve a problem or meet a need).

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” You are here to solve a problem. ”

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Part 2 works. Again, the architect—“Well, we have developed relationships with every zoning board in the metro area and can make sure that your projects don’t get hung up by red tape, making sure you get to that first pay request fa

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“What you do for a living” statement you created earlier. What is the chief benefit of doing business with your firm? What words or ideas can help you easily communicate your difference?

———————–

Marketing Purpose Statement:We want to be the architect that shows builders the only way to work with architects indesign/build contracts.

Talking Logo: We help design/build contractors get to the first pay request faster.

Core Message: “The Contractor’s Architect.”

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Marketing Purpose Statement: We want people to know that we treat window cleaning as a profession, that our people are true professionals who treat the homes they enter as they would their own.

Talking Logo:We help homeowners see a better world.

Core Message: “Your Pane Is Our Passion.”

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Create Products and Services for Every Stage of Client Development

Drawing Review – Virtual BIM and inputs
Vendor Management – Follow Up report
Daily Monitoring

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Newsletter – PMC term, and it would be a good thing…

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* Suspects
* Prospects
* Clients
* Repeat Clients
* Champions
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* Automatically qualifying your prospects
* Gaining their permission to allow you to market to them
* Offering a low barrier or trial product/service
* Focusing on over delivering on the purchase
* Moving the client to other opportunities or levels of service
* Generating word of mouth or referrals

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Free marketing material
* 10 Things You Must Know Before You Hire a Roofing Contractor
* Tax Slashing Secrets of the Rich Revealed
* 7 Simple Steps to Building Your Own Greenhouse
* 12 Ways to End Back Pain Now
* How to Cut Your Software Training Costs in Half

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Write a book on project management ?- To show yourself as expert in the infrastructure field.

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Create a map, or brainstorming or mind maps of doing things.

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Map every point of customer contact and look for holes in the hourglass.

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No one likes to be sold anything, but they do love to buy.

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* A statement of a challenge, frustration, or problem that your target market experiences
* An image of what life is like when the problem is solved
* How they got here in the first place
* A path for them to follow
* A directed call to action

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Your cause can be grand or it can be humble, but find it and you will be much more prepared to market your business, run your business with passion, and hire people who support the cause and help improve and realize the vision for your business. Great causes possess the power of attraction.

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• A sales call: Our Two-Step Internal Seminar

• Your guarantee:White Glove,We-Don’t-Rest-Till You’re-Happy-System

• Your service call: Annual ROI (return on investment) Guarantee Evaluation

• Your customer service: Postsale Satisfaction Check-up

• Your delivery of a service: Ten-Point Value Implementation Process

• Your referral process: 100 Percent Refund Process

• Your customer loyalty tactic: Birthday Surprise Bash

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Telephone Training

The telephone is often the portal to the prospect world for the small business. Everyone who answers the telephone for your organization should be trained to do it in a manner that represents and communicates your Core Message. This may require a script, practice, patience, and a zero tolerance policy, but it’s that important.

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Step One: run ads that offer the reader a free report, sample, or something of high perceived value.

Step Two: send the report to all who respond and market to this group like crazy.

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* The Secrets of Hiring a Roofing Contractor Without Getting Burned
* The Legal Tax Cuts Your Accountant May Not Even Know About
* 101 Ways to Get More from Act Software
* What Your Pediatrician May Not Be Telling You about Car Seats
* 10 Surefire Methods to Help You Evaluate Your Auto Mechanic’s Ethics
* How to Buy Everything at 50 Percent Off
* How to Squeeze Every Drop of Value from Your Attorney
* Professional Mover’s Secrets to Packing Your Household Possessions So Nothing Gets Damaged
* 10 Must-Know Health Tips for People over 40
* How to Be Sure You Pay the Absolute Lowest Health Insurance Premium
* 10 Things You Must Know Before You Lease a Car
* How to Create a Flood of New Business in 7 Simple Steps

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State the problem. Let the reader know up front that you realize the problem they have and you understand the frustrations they are going through.

Stir up the problem. Draw a picture of what this problem is likely costing them in terms of money, time, frustration, or status.

Paint a hopeful future. Begin to reveal what life could be like or what it is like for some others like them.

Outline a solution. Show them that you have an idea how they can get relief. Layer on the benefits of your solution.

Answer objections. Address the objections that you know your prospects have posed in the past.

Make an offer. Offer your free report, workshop,CD, or other free or low-cost information product.

Create a call to action. Tell them why and how they should contact you to get this offer.

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How to generate more PR ? – Needs to work out.

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People Love to Give Referrals

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• If you read a book that you loved, write the author and tell them so. (Almost all authors have blogs these days too.)

• If you liked a product, write someone in the organization and offer your testimonial.

• If you find a particularly well-written article in a magazine, write the author and comment on the topi