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  • "hard sell": Don't be fooled by the terminology -- for most of us, "hard sell" conjures up a less than pretty picture. You might even go so far as to say it smacks of intimidation, of someone trying to sell something we wouldn't buy unless we were talked into buying it. That is not the kind of hard sell I'm going to talk about here. I want to talk about the honest hard sell. Techniques for grabbing attention. For confidently presenting the compelling benefits of an idea, a product, or a service. And for asking a prospect to take a specific action in their own self interest. The honest hard sell does not overstate the facts. It does not deceive. It does not intimidate. It deals with the truth. It might help, too, to define the opposite of the hard sell -- the soft sell. The soft sell is something quite different. It says "Welcome, come look around. Get a feel for who we are and how we can help you." A soft sell advertisement, for example, might sell the look and feel of a store, where a hard sell would list specific items and sale prices. A soft sell brochure might present an overall view of a service, where a hard sell makes specific, actionable offers. To my way of thinking, a hard sell hopes to initiate a sale with one time exposure to the message, while a soft sell hopes of cultivate a customer over a series of repeated exposures. So why wouldn't you opt for the hard sell all the time? Wouldn't you spend less money for more action? Not necessarily. A hard sell might move a particular product or service but it does not necessarily create long-term customers. All that said, as with any type of marketing, there are no universal rules -- only universal possibilities. Your business situation, your market, and your tastes make your situation unique. Can you expect hard sell strategies to work in your situation? The answer is a definitive -- always, sometimes, and never. Hard sell headlines speak in the language of benefits -- When a prospect reads your ad (below), you hope they will find a compelling reason to buy. Instead of listing features and information about your organization, concentrate on presenting the compelling benefit of the product to the prospect -- and state it in clear, accessible terms. Hard sell typefaces match the "voice" of the message -- Think of a typeface as a way to establish tone of voice you would use if you were telling someone about your offer. To me, a bold typeface, such as the Frutiger Ultra Black used for the "Try your vacation...," headline is clear, strong, and confident. Raleigh Gothic, used for "Yucatan Mexico" is a bit exotic.
  • BACK IN PRINT! The Desktop Publisher's Idea Book: BACK IN PRINT! The Desktop Publisher's Idea Book 100 STEP-BY-STEP DESKTOP PUBLISHING AND WEB DESIGN RECIPES by Chuck Green. The Desktop Publisher's Idea Book is about breaking new ground. Beyond the obvious newsletters, envelopes, and letterheads, there are a wealth of useful, eye-catching, and unusual projects perfectly suited to your computer and graphics or laser printer.
  • Calculators for Investors: Here are several calculators to help you with your investment decisions: Mutual Fund Cost Calculator -------------------------------------------------------------------------------- Tax-Free vs. Taxable Yield Comparison Calculator -------------------------------------------------------------------------------- College Savings Calculator -------------------------------------------------------------------------------- Loan Calculator -------------------------------------------------------------------------------- Savings Calculator -------------------------------------------------------------------------------- Social Security Retirement Planner -------------------------------------------------------------------------------- Ballpark Estimate Retirement Calculator -------------------------------------------------------------------------------- 529 College Savings Plan Expense Calculator -------------------------------------------------------------------------------- Investor Quiz: Test Your Money Smarts -------------------------------------------------------------------------------- PDF Version Answer Key http://www.sec.gov/investor/tools.shtml
  • FDIC: An independent agency created by Congress in 1933, the FDIC supervises banks, insures deposits up to $100,000 and helps maintain a stable and sound banking system.
  • National Mortgage News Daily Briefing: You can get free mortgage headlines e-mailed to you daily.
  • ONE to ONE Marketing - Use personal notes to build relationships: Use personal notes to build relationships By Chuck Green When was the last time you received a personal note from a colleague or a client? A handwritten message that expressed a feeling or a thought composed for you alone? If you're like me they are few and far between. I for one will not soon forget the CEO of a multi-billion dollar corporation who took the time to send a note of congratulations after a positive story about my business in the local press.
  • Turning Your ideas into Results: There has never been a better time to own a small business. Mass markets are splintering into micro markets. Rather than hiring and building when demand increases, many companies are opting to buy products and services from outside sources. The business paradigm of the twentieth century is shifting.

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