Not that long ago, I received a 15-page sales letter from a self-proclaimed small business marketing expert trying to convince me to attend his latest seminar. I was actually blown away at how bad the letter was… and how mind numbing.
Part of what struck me as both humorous and shocking was that he claimed to be an expert in neuromarketing (and small business marketing). Ironically, there is a vast amount of neuroscientific research that proves the average human attention span is incredibly short and that all decisions are dominated by the oldest and most primitive part of the brain – the old or reptilian brain.
So if the decision-making part of your brain is incredibly hasty and primarily driven by survival instincts, what are the chances that either you or I would wade through 15 pages of self-indulgent copy to decide whether or not we want to attend a seminar? Odds are slim, aren’t they?
What Do Successful Small Business Marketing Professionals Do to Compel Prospects to Say “Yes”?
If you are interested in more articles to help you boost the effectiveness of your small business marketing today, then you will definitely want to read the following blog posts:
Is There a Better Way to Find More Customers?
Snagging more customers with a good small business marketing message doesn’t have to be tedious, expensive and stressful. Amen, right? So, let’s break it down. When you’re hungry, which would you prefer: (1) to run to the fridge and grab a tasty snack; or (2) grab your fishing pole, and head out back to catch your next meal?
How to Know Which Half of Your Advertising Budget is Wasted
John Wannamaker may not be a household name but he opened the first department store in Philadelphia in the late 1800’s and is believed to be the inventor of the price tag and the seasonal sale. He was the first retailer to place a half-page newspaper ad, and also the first full-page ad five years later. He is widely considered to be one of the fore-fathers of advertising and credited with the famous phrase: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Why with all we’ve accomplished in the last one hundred and twenty years, is this quote still relevant and significant to you (and to all small business marketing professinals) today?