Clear and Definite Purpose

The biggest mistake people make when they develop and deploy marketing communications is that they have no clear sense of purpose, For example, I recently re­ceived a letter from a vendor with which we do business. The letter was to announce the company’s new slogan and logo, which were going to be launched within the next six months.

The company wanted its custom­ers to know that this was more than a “marketing ploy;” rather it was a whole new way of doing business, and customers would notice the difference almost immediately.

That was it. No specifics, no invi­tation to learn more, and, most importantly, no offer. Bottom line: I don’t know why the letter was sent. It didn’t encourage me to do business with this company or to recommend it to my colleagues; and it certainly didn’t get me to place an order of any kind or send more money.

In other words, it was a complete and total waste of paper, ink, and postage.

You can’t afford to make this mis­take.

Every communication should have a clear and definite purpose.

December Interview

Gail Goodman

The Phone Teacher

Appointment Setting in a High Tech World

Technology has affected our world in a million ways. Businesses need to reevaluate their marketing methods to increase their chances of getting a new prospect on the phone and set up a face-to-face meeting. Appointment setting has changed and to be successful, you need to update how you approach your potential new clients.

In this information-packed interview, Gail B. Goodman - The Phone Teacher - will show you how to do just that.

You'll discover:

  • The big mistakes people make on the phone
  • The formula for creating an effective phone script
  • Why "millennials" don't like to make calls at work

Click here to find out how to use this article in your newsletter, magazine, or website.

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