A Very Good Question…

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Michael Hewitt-Gleeson (author of NewSell) has a theory about sales. Nobody can make someone buy something. Aside from putting a gun to someone’s head, beating them with a rubber hose, or threatening the life and liberty of loved ones – you can’t actually MAKE someone buy. The best we can do as marketers is to open the door to a …


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We Don’t Stop Being Human Around Marketing

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Dear Sir/Madam, Do you ever get sick of being referred to as “Sir/Madam”? Are you tired of overly-formal “professional” communication? Despite its universal use, professional-speak – the language of business – doesn’t actually get much business done. That’s one of the reason direct response copywriters use a unique style of writing, with lines like “Do you make these mistakes in …


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Dots and Mirrors

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This past weekend, a client of mine ran an event they’d never thought of running before. By all accounts, it was a huge success. Without giving away too many numbers, there were about twice as many registrations for this event than any previous event the client had run. (At one point, it looked like the room booked wouldn’t hold everyone …


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Working Easy (Or Loved To Death)

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Have you ever heard someone look at a baby, or a puppy, or a kitten – and say something like… “He’s so gorgeous! I just want to SQUEEZE him!” It’s not uncommon. It’s called ‘cute aggression’ – and it’s a weird way we’re wired as human beings. It’s weird because if we do like something, we should want to treat …


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Beautiful Imbalance

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As human beings, we are hard-wired to seek balance. Our nature means we instinctively find certain concepts very attractive: A Balanced Diet Work-life balance Balancing the books Checks and balances Centred and balanced Yin and Yang Fairness Equality Equity Closing the gap Even in the people we’re attracted to – just having a symmetrical face has been scientifically proven to …


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The Stories In Your Marketing Footprints

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Real-life superpowers amaze me. One in particular that fascinates me are the tracking skills of traditional aboriginal hunters. They might not see the animal, but they can tell a lot about it by the clues it leaves behind – such as the animal’s direction and speed of travel, whether it was travelling alone or with others or potentially even being chased, …


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Simple, Not Easy

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One of my earliest mentors was Dave Bradley – a stocky accountant-turned-property-investor with a brilliant mind for numbers, and a short temper for time-wasters. Dave and his business partner built a MASSIVE portfolio of properties in a very short period of time. In fact, his business partner Steve McKnight wrote a book on the topic, titled From 0 to 130 …


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Knew Better, But Didn’t Do Better

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I heard something beautiful recently: “I knew better, but didn’t do better” I can relate. Perhaps you can too. We all slip and fall below our own standards sometimes. For me (very recently) I KNEW I need to balance my ambitions and drive against my health. But I didn’t… …And I paid the price. A small head-cold put me behind …


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Do Your Customers Weep?

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American poet, Maya Angelou, once wrote: “At the end of the day, people won’t remember what you said or did. They will remember how you made them feel.”  This is a key principle from my book “Unassailable: The Tiny Tweaks That Make A Massive Difference To Your Marketing” – which launched to friends and family recently. Here’s a quick summary of why …


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No Logo! Why Your Obsession With Branding Costs 16% of Your Sales

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This article has been adapted from Brent Hodgson’s latest book “Unassailable: The Tiny Tweaks That Create An Unbeatable Advantage In Your Marketing.” (Available via Amazon, Wordery, Angus and Robertson – and for a limited time at a discount via the author.) A trend I see among far too many business owners is to spend weeks – even months – pontificating about a business name, and …


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