Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Marketing/83/FREE-This-Fou-Letter-Word-Can-Make-You-A-Lot-Of-Money-No-Matter-What-Business-You-re-In.html http://www.evancarmichael.com/Marketing/83/FREE-This-Fou-Letter-Word-Can-Make-You-A-Lot-Of-Money-No-Matter-What-Business-You-re-In.html We're going to talk about a marketing technique: how to use the word FREE to generate increased sales and profits. I always hesitate to talk about specific techniques because there are always people out there that try to use the techniques without first gaining the understanding of why it works in the first place. So please read this article with an open mind and remember: I'm trying to paint with broad strokes so you can understand the general concept and then draw specific applications to your business later. http://www.evancarmichael.com/Marketing/83/Do-You-Own-Your-Market.html http://www.evancarmichael.com/Marketing/83/Do-You-Own-Your-Market.html If Not, There Are Only A Few Possible Reasons Your Prospects Buy Elsewhere... http://www.evancarmichael.com/Marketing/83/The-Writers-Workshop-Learn-How-To-Say-It-Well.html http://www.evancarmichael.com/Marketing/83/The-Writers-Workshop-Learn-How-To-Say-It-Well.html The great business philosopher Jim Rohn said it best in his lecture about communication. He was talking about personal communication - not about advertising - but the principle holds true. He says to be a master communicator all you've got to do is follow this simple three-step process: first, have something good to say; second, say it well; third, say it often. http://www.evancarmichael.com/Marketing/83/Evaluation-Well-I-Would-Hope-So.html http://www.evancarmichael.com/Marketing/83/Evaluation-Well-I-Would-Hope-So.html When you make an any advertising claim, don't think about it in terms of coming out of your mouth; think of it in terms of it entering your prospect's ears. If you do this, you'll realize how ridiculous, non-compelling, boring, and flat-out stupid much of the advertising you see and hear sounds. What we're trying to accomplish here is simple: we want to write a message so compelling that it causes prospects to say, "I would have to be an absolute fool to do business with anyone else but you...regardless of price." I'm going to give you seven evaluations you can use to judge whether or not what you're writing is any good. Wouldn't you like to know if what you're writing and spending your advertising budget on is any good - before you actually spend the money? http://www.evancarmichael.com/Marketing/83/Increasing-Readability-Power-Words.html http://www.evancarmichael.com/Marketing/83/Increasing-Readability-Power-Words.html You first have to realize that thousands of hours are invested by the world's greatest admen trying to figure out what motivates people to buy. . .especially when it comes to writing headlines for ads. Believe me, it's not an easy thing to do. It takes hours and hours of work and testing to finally come up with the one headline, phrase, offer, etc. that out pulls the rest. http://www.evancarmichael.com/Marketing/83/In-Search-of-a-Marketing-System.html http://www.evancarmichael.com/Marketing/83/In-Search-of-a-Marketing-System.html When my partner, Ed Earle, and I started our company, Y2 Marketing in 1994, we were full of big ideas and impossible dreams. Our original goal was to take all of what we have learned about marketing, advertising, and business development and create a step-by-step system for innovating and marketing any product, service or company http://www.evancarmichael.com/Marketing/83/Two-Sides-of-Your-Business.html http://www.evancarmichael.com/Marketing/83/Two-Sides-of-Your-Business.html The Monopolize Your Marketplace system is a step-by-step program for innovating and marketing your company. The system first teaches you how to be better than the competition. Then, you learn how to out-market the competition. You become the obvious choice to do business with. http://www.evancarmichael.com/Marketing/83/Are-You-the-Obvious-Choice-to-Do-Business-With.html http://www.evancarmichael.com/Marketing/83/Are-You-the-Obvious-Choice-to-Do-Business-With.html Do your prospects and customers feel that they would have to be absolute fools to do business with anyone else, regardless of price? http://www.evancarmichael.com/Marketing/83/The-Three-Purposes-Of-Marketing.html http://www.evancarmichael.com/Marketing/83/The-Three-Purposes-Of-Marketing.html Surprisingly few people can even tell you the purposes of marketing; let alone how to achieve those primary purposes.