Why “Bad Info” Cripples Your Marketing Power
Copywriting legend, Gary Halbert used to say: “Nothing in business (or life) is more expensive than bad information.”
That’s not only true when you’re doing research for your copywriting communications, but it’s also true in your list building and database marketing activities.
“The only thing worse than no information is bad information,” reports Denny Hatch, founder of Who’s Mailing What?
As it relates to database marketing, “at least with no information you know exactly where you stand. Bad information will always destroy a program,” Denny adds.
Bad advice typically leads to (more…)
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What is your VERB?
“Cogito, ergo sum” (“I think, therefore I am”) is the philosophical statement first delcared by René Descartes, which soon became one of the most foundational elements in Western philosophy.
According to Wikipedia, the meaning of the phrase is that if someone wonders if he or she exists, that is in and of itself proof of existance..
All philosophy aside, in my view Descartes’ “Verb” was to “Think” and “thinking” is how Descartes defined his existance … it’s what he did to define himself.
During the past year, I’ve asked thousands of my students and colleagues this same question (“What is your Verb?”) and many of the answers I’ve heard have astonished me.
For instance, my literary agent Bonnie Solow says (more…)
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