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My Quotes in Instapaper: Friday, Mar. 15

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Instapaper: Friday, Mar. 15

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The Lady and Her Monsters
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 1020-1020 | Added on Thursday, 21 March 13 01:36:48
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Emphasise appropriately So often the content and elements that should be obvious to users on mobile devices aren?t ? many companies? traditional websites are plagued with this problem. To drive business you should emphasise and prioritise things such as store locators or telephone numbers on tablets and mobiles.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 935-937 | Added on Thursday, 21 March 13 01:28:06
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You just presented your product for 15 minutes on a nationally broadcasted TV show that will be re-aired at least two or three times and sell a ton of shows on itunes. That sort of advertising would cost about a million dollars or more. So who cares if you get a deal? Make sure your website is ready for publicity, for the onslaught of traffic and orders no matter how good or bad the product is, and be thankful for the free publicity.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 765-768 | Added on Thursday, 21 March 13 00:30:54
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However, you should nickel plus dime. If Mark Cuban offers you $100k for 30% of your company push forward and ask for a few more nickels. Price is often the least important part of a negotiation. Ask him: can you introduce me to Netflix, can you get me a promotional deal with the Dallas Mavericks, are there any distributors you can help me license my product to?
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 709-712 | Added on Wednesday, 20 March 13 13:09:15
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Sell the dream. Better not to have sales unless you are going to blow them away with your sales numbers.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 702-703 | Added on Wednesday, 20 March 13 13:08:05
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How do they know if you have a great product? They can tell by your background, they can tell by the technical expertise you needed to make the product, they can tell if you have a patent, and they can tell if you say, ?I have 3 distributors about to send me purchase orders for the product.? You might not have a dime of sales but if you show that people are interested and that your product is special, you?ll get an offer. If you also say, ?and for the last three years I?ve had a total of $53,000 in sales even though I?ve had a full time job? then you will definitely not get a deal.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 698-702 | Added on Wednesday, 20 March 13 13:08:01
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data can offer a big payoff?in marketing, this might mean 15-30% improved marketing ROI, 10-15% improved value of the customer portfolio, or 5-7% higher overall margins.  However, many of these investments take time to pay off.  The key way to overcome this is to have a big vision but to deliver meaningful results every 60-90 days.  As an example, think of repurposing your CRM data to drive TV or digital media ? we?ve seen 3-5x improvements in buying effectiveness through this technique.  Wherever there are existing data sets to be connected is an opportunity.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 618-622 | Added on Wednesday, 20 March 13 12:59:00
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There is a half trillion marketing dollars spent around the world and a significant amount of it is wasted: nearly 40% according to Rex Briggs? research. 
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 595-597 | Added on Tuesday, 19 March 13 04:40:06
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Acxiom, a global leader in helping marketers integrate data and analytics to solve important business problems.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 585-585 | Added on Tuesday, 19 March 13 04:38:25
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Exercise: take the building blocks of a movie you dislike. How d?you rearrange them into what you DO like?
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 561-562 | Added on Tuesday, 19 March 13 04:29:45
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Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 561-561 | Added on Tuesday, 19 March 13 04:29:17
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You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 560-560 | Added on Tuesday, 19 March 13 04:29:09
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No work is ever wasted. If it?s not working, let go and move on ? it?ll come back around to be useful later.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 559-560 | Added on Tuesday, 19 March 13 04:28:57
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Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th ? get the obvious out of the way. Surprise yourself.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 554-555 | Added on Tuesday, 19 March 13 04:27:40
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Pull apart the stories you like. What you like in them is a part of you; you?ve got to recognize it before you can use
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 552-553 | Added on Tuesday, 19 March 13 04:27:20
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Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 549-550 | Added on Tuesday, 19 March 13 04:26:50
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If you are invited to give your opinion of any particular make of cooker, damn it with faint praise.. What you leave unsaid will kill.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 490-491 | Added on Tuesday, 19 March 13 04:23:47
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Try and avoid being drawn into discussing competitive makes of cooker, as it introduces a negative and defensive atmosphere. On no account sling mud-it can carry very little weight, coming from you, and it will make the prospect distrust your integrity and dislike you. The best way to tackle the problem is to find out all you possibly can about the merits, faults and sales arguments of competitors, and then keep quiet about them. Profound knowledge of other cookers will help you put your positive case for Aga more convincingly.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 483-487 | Added on Tuesday, 19 March 13 04:22:42
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We come along and inspect your chimney to see that everything will be in order. If we find anything wrong it is our policy to tell you so honestly and at once, so that the appropriate remedy can be applied. We find honesty in these matters pays ourselves as well as our customers.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 429-431 | Added on Tuesday, 19 March 13 04:16:08
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The longer you talk to a prospect, the better, and you will not do this if you?re a bore. Pepper your talk with anecdote and jokes. Accumulate a repertoire of illustration. Above all, laugh till you cry every time the prospect makes the joke about the Aga Khan.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 370-371 | Added on Tuesday, 19 March 13 03:43:59
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Forestall the question: ?How do you regulate the temperature?? It will be in the prospects mind long before you finish eulogising the oven, and if you can attack the subject before it is thrown in your teeth you will have a tactical advantage.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 313-315 | Added on Tuesday, 19 March 13 03:35:34
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Result: meat which is incomparably juicy, tasty, evenly roasted all through, and beautifully coloured on the outside.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 307-308 | Added on Tuesday, 19 March 13 03:33:54
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Most of the women who buy cookers are cooks themselves by necessity, profession, or hobby, and if you can talk food with them you have at your finger-tips a ready made topic of common interest which will open many doors and more hearts.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 271-272 | Added on Tuesday, 19 March 13 03:29:24
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It is hopeless to try and sell a single Aga unless you know something about cookery and appear to know more than you actually do.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 269-270 | Added on Tuesday, 19 March 13 03:29:07
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An occasional flowery phrase is called for to allow your enthusiasm full scope in describing the beauty and cleanliness of the Aga. Think some up and produce them extempore.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 267-268 | Added on Tuesday, 19 March 13 03:28:44
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(Although it is the actual user who can best express an unbiased opinion of the Aga, the value of testimonials is generally exaggerated. People are not much impressed by them unless they happen to know something about the people who wrote them).
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 255-256 | Added on Tuesday, 19 March 13 03:27:19
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There are houses where a Christmas Party is given every year out of Aga?s fuel saving.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 237-238 | Added on Tuesday, 19 March 13 03:25:56
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Defence must be developed as quickly as possible into counter attack. Positive argument is more persuasive than negative argument.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 192-193 | Added on Tuesday, 19 March 13 03:19:50
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Perhaps the most important thing of all is to avoid standardisation in your sales talk. If you find yourself on fine day saying the same things to a bishop and a trapezist, you are done for.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 181-183 | Added on Tuesday, 19 March 13 03:18:35
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Find out as soon as possible in the conversation how much she already knows about Aga; it will give you the correct angle of approach.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 181-181 | Added on Tuesday, 19 March 13 03:18:18
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Pretend to be vastly interested in any subject the prospect shows an interest in. The more she talks the better, and if you can make her laugh you are several points up. If she argues a lot, do not give the impression of knowing all the answers by heart and always being one up on her. She will think you are too smart by half, and mistrust your integrity.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 178-181 | Added on Tuesday, 19 March 13 03:18:08
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Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 177-178 | Added on Tuesday, 19 March 13 03:17:48
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Never talk down or show superior knowledge. Never appeal to a prospect?s pity because the more prosperous you appear the more she is likely to be impressed with you and to believe in you and your Aga.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 175-177 | Added on Tuesday, 19 March 13 03:17:35
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In general, study the methods of you competitors and do the exact opposite.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 171-172 | Added on Tuesday, 19 March 13 03:16:52
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Tell the person who opens the door frankly and briefly what you have come for? it will get her on your side.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 167-168 | Added on Tuesday, 19 March 13 03:16:18
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People are impressed by what they hear far more than by what they read.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 159-159 | Added on Tuesday, 19 March 13 03:15:05
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Repeat your winners. Scores of great advertisements have been discarded before they have begun to pay off. Readership can actually increase with repetition?up to five repetitions.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 125-126 | Added on Tuesday, 19 March 13 03:12:17
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Editorial layouts. Ogilvy & Mather has had more success with editorial layouts than with. ?addy? layouts. Editorial layouts get higher readership than conventional advertisements.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 123-125 | Added on Tuesday, 19 March 13 03:12:10
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Use captions to sell. On the average, twice as many people read the captions under photographs as read the body copy. It follows that you should never use a photograph without putting a caption under it; and each caption should be a miniature advertisement for the product?complete with brand name and promise.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 121-123 | Added on Tuesday, 19 March 13 03:12:02
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Photographs vs. artwork. Ogilvy & Mather has found that photographs work belter than drawings?almost invariably. They attract more readers, generate more appetite appeal, are more believable, are better remembered, pull more coupons, and sell more merchandise.
Instapaper: Friday, Mar. 15 - Instapaper - Your Highlight Location 119-121 | Added on Tuesday, 19 March 13 03:11:38
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