Author Archives: Gil Effron

Tip #20: Everyone loves free

Free is a great inducement to attract attention. Free information… free report… free sample. They all work when it comes to attracting prospects and customers. The rule is when you give something away free, you should always get something in … Continue reading

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Tip #12: You can’t do everything

Attracting customers is complicated. Some are ardent fans of Facebook. Others only look at LinkedIn or Twitter or Pinterest. Some customers don’t follow any and others are glued to their phone for anything that pops up. Some people throw away … Continue reading

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Tip #10: Start small

Your goal is to sell a big deal with a big price tag. But your prospect may not be ready to buy a big deal. They haven’t worked with you before. They don’t know the quality of your work or … Continue reading

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Tip #19: Write the way you talk

When you’re developing marketing and sales copy for a letter, email campaign, website, or brochure, the secret is to write the way you talk. Flowery, eloquent, and formal writing doesn’t cut it. It’s a yawner. To make sure your audience … Continue reading

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Tip #13: Direct mail is alive and well

Many business owners choose email marketing because it’s low cost. But low cost isn’t the metric you want to watch. Response rate is. Direct mail –– a letter, envelope, and postage stamp –– may cost more, but it may generate … Continue reading

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Tip #21: Know your market

Many years ago, I knew a business owner who advertised on a country music radio station because he loved country music. Yet, he always complained his advertising didn’t generate response. As marketers, we dare not judge our audience based on … Continue reading

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“Please help me”

It’s easy to ask for help. (Unless, of course, you’re trying to reach tech service at a mega corporation that wants your money but doesn’t want to talk to you.) Yet people resist asking for help. Perhaps it’s because they … Continue reading

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Meet My Marketing Handyman

Growing up in a middle-class neighborhood, my buddies and I were in awe of Mr. Smith (his real name) and his garage workshop. He was a retired mechanical engineer with more tools than any of us had ever seen. From … Continue reading

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Writer’s block

I’ve been writing professionally my entire adult life — books, articles, reports, marketing copy, radio and television commercials, blog posts, you name it. I’ve always proudly proclaimed that I never get writer’s block. Until today! Nothing came to mind as … Continue reading

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Who Killed the Family Business?

In 2015, Centre Club Business Connection Committee (the committee in which I currently serve as chair) needed an event: something theatrical. My recommendation was that to make it truly effective, it needed to be more than actors speaking to a passive audience. … Continue reading

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