“Need to Tell” vs “Want to Tell”
In marketing copy, “need to know” info is the facts your prospect has to hear to help him make the decision to buy your product. But it’s often the “want to know” info that has more pulling power. By that I’m talking about things your prospect has an emotional interest…
READ MOREWhere Do I Find a Mentor?
ETR reader Kendra Pearsall is eager to find a mentor and/or business partner. But she works at home, alone. “How do I find someone to work with?” she asks. Kendra, there are plenty of ways to do it. The most important thing to know is this: Don’t look for a…
READ MOREHow to Write a Great Corporate Memo
There are dozens of tricks you can learn about business writing and, in particular, about writing a good memo. Here’s the one that I believe is the most important: Before you begin to write, ask yourself, “What is the single most important idea I want my reader to walk away…
READ MORELet’s Split this Scene
A contentious issue among language enthusiasts is the use of the split infinitive. Before reviewing the arguments of the two sides, let’s look at a few examples:
READ MOREWhat’s Your Constraint?
The starting point of great success has always been the same. It is to dream big dreams. There is nothing more important than to begin by fantasizing about what you can become, have, and do. But there are obstacles along the way to achieving those dreams.
READ MOREWhat It Really Takes To Become Wealthy
“I don’t have your attitude,” Jeff said to me. “I just don’t have the mindset of someone who can make a lot of money.” “Do you want to make a lot of money?” I asked him. “That’s the sad thing,” he said, smiling wryly. “I do.”
READ MOREThinking of Moving Back Into Stocks? Be Careful
At the beginning of the year, The New York Times profiled several investors. Their stories were similar. As a result of the market plunge in 2008, Cindy and Eric Canup had to put off their dream of “buying land in Northern California or Oregon.” Joe Mancini had to put off…
READ MOREAre Marketing Sea Changes Killing Your Response?
I’m so old, I’ll betcha my tie has gone in and out of style at least five times. Not that I pay much attention to such things, mind you. My professional life revolves around marketing trends. And there again, my advanced age means I’ve seen many promotional styles over the…
READ MORETryingTo Be All Things to All People
It takes courage to turn away a paying customer. But sometimes that is what you should do. Let’s say you have a business that repairs car brakes. You have three mechanics who work for you. One of them is a master mechanic. He can do just about anything. Someone comes…
READ MOREDon’t Let Anyone Tell You What You Can — or Can’t — Do
“I’d love to be in the communications business,” Sarah, an accountant, told me. “But I’m an introvert. Plus, I’m boring. So I studied accounting in college. And though I’m doing something I’m good at, I hate my job.”
READ MOREThe Only Thing That Really Matters
Why do some folks look back on their lives and say they wouldn’t change much? Or anything? Is there a formula? Some mix of love, work, habits, or attitudes that offers the best chance of a well-lived life? Researchers at Harvard have been examining this question for 72 years by…
READ MORENow or Later?
When you have an unpleasant job to do, do it right away. The natural tendency is to put it off and hope it disappears. And there are situations for which this kind of head-in-the-sand approach works best. Dealing with conflicts between subordinates, for example. My partner almost always ignores such…
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