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Remember… you’re an exterminator and he’s trying to steal your customers. (Re-read the last paragraph of my last post to get up to speed.) So Irv’s a tough competitor. But too bad for him, you’re pretty sharp yourself. And you discovered a chink in his armor that you’re thrilled to exploit. You wouldn’t have even mentioned it […]

As the last step in the inoculation process, I would encourage you, my customer, to really think about what I just explained, about how some other exterminators operate so carelessly. I’d ask you to begin to formulate your own thoughts by asking you for feedback either on hardcopy (survey) or simply by responding to my

Colorful BUTTONS are more effective than LINKS in motivating people to take action, according to several studies performed on exactly this topic. I discuss this finding in my new book “Cashvertising Online”–the long-anticipated follow-up to “Cashvertising” that’s scheduled for release later this year. (Yeah, I took way too long to write it–sigh.) STUDY: For example, one study, published

Are you blending in with the crowds of mediocrity in your industry?Do you give ZERO reasons to prefer you over your competition? If so, it’s time to get serious about your unique selling proposition (USP).A USP is like a superpower for your business. It’s a clear and concise statement that explains how your product or service is

As the author of Cashvertising, I’ve spent a lot of time studying the way the human brain responds to buying decisions. And one thing I’ve learned is that our brains are hardwired to make certain types of decisions in certain ways.For example, research has shown that when faced with a buying decision, the human brain tends

Try *RAISING* your prices.“WHAT, Drew?!”It’s counter-intuitive, right?But that’s exactly what happened with some of the biggest marketers on the planet.Fact is, the psychology of pricing is a field in and of itself, and there’s a wealth of research on the subject.Let’s dive in and explore some key findings on price-point psychology and how it can be used

Are you virtually indistinguishable from your competition? STOP! From this day forward, it’s important to be “tremendously specific” when describing your products or services. It’s a copywriting tactic I call using “Extreme Specificity,“ and I discuss it in detail in Cashvertising, page 106. To illustrate this point, consider an experiment where I called 25 local pizza shops at

Hello gang… Today, I’d like to discuss READABILITY and why you should avoid using reversed text (white type on a black or dark background). I discuss this in my live presentations. Apparently not enough has been written about this, judging from the online design I’m seeing. To persuade your prospects, they must read your words. If your

It’s where I call local businesses and ask them why I should give them my money versus their competitors. (I did this last with pizzerias and the results were equally appalling.) As someone who has spent years studying the art of persuasion, I’m shocked by the lackluster responses I received when calling fitness clubs and

My latest book—Cashvertising Online https://tinyurl.com/CashvOnline reveals research showing that mid-roll ads have the highest completion rates of all video ad placements based on extensive studies of ads in multiple industries. In other words, if you want your ad to be seen from start to finish, you should place it in the middle of a video. According to