Overcoming Price Objections (Episode 12)

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Persimmons are far and away my favorite food. They outrank everything including chocolate, pasta, pizza, bread and butter, bagels, black and white cookies, onion soup, salmon, fried clams, applesauce… even my Mom’s tuna casserole (sorry Mom!)

In fact, as they’re only available for about 6 weeks in the fall each year, if you happen across a ripe one in February, I might be willing to sell you certain non-vital organs for a bite. (Or even possibly my sister)…

But the other day I had a strange experience at Whole Foods (our organic grocery here in New England) during the first week they were available in the fall…

And in today’s video episode of The Customer Machine you’ll hear the end of this story and learn how to leverage it to overcome price objections in YOUR market!…

Watch the video below AND subscribe to the audio podcast to get the Mp3.

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Keep up with every episode!

– Dozens of Free Case Studies…
– A-List Marketer Interviews…
– Free Business Resources (Spreadsheets, Specialty Software, etc)…
– Worksheets…
– And more…

All designed to dramatically improve your bottom line!

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Becoming a USP Manufacturing Machine! (Episode 10)

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Virtually every marketer knows the critical importance of having a Unique Selling Proposition… the reason for prospects to choose YOUR product or service over every other available option in the market (including the option of doing nothing!)   But how do you find yours?  In this truly spectacular episode of The Customer Machine my partner Yoav outlines a methodical system he’s been developing for cultivating the right USP for every market, brand, project, and product…

It’s a WAY OF THINKING and firing up your USP brain so it will always be in gear when you need it.  Honestly, I’m embarrassed I didn’t think of it first!  (WARNING: Not appropriate for viewing by persons committed to sameness.)

  • Why developing a USP is NOT a one-time proposition…
  • Why you’ll be working 10x as hard to sell the same amount if you don’t have a USP…
  • Six extremely unusual and exciting examples of USPs in action…
  • How to break out of the “me too, I’m unique too” trap…
  • The single biggest thing which is more work than coming up with a great UPS…
  • Leverage your USP for tens of thousands of dollars of free publicity…
  • Strange places your USP really matters…
  • Yoav’s step by step method for becoming a USP machine!

Watch the video below AND subscribe to the audio podcast to get the Mp3.

Don’t Forget to Subscribe To The Podcast

Keep up with every episode!

– Dozens of Free Case Studies…
– A-List Marketer Interviews…
– Free Business Resources (Spreadsheets, Specialty Software, etc)…
– Worksheets…
– And more…

All designed to dramatically improve your bottom line!



David Deutsch Rethinks Story for Marketing – Episode 9

Posted by admin

In today’s full length interview you’ll hear David Deutsch, one of the world’s foremost A-List copywriters, talk extensively about how to weave STORY into your copy in a very unusual and different way!

  • Everyone talks about us being wired for story and the need to sell with story… but in this episode you’ll hear about a VERY DIFFERENT KIND of story that influences the sale even more seriously than the story YOU tell them!
  • What you can learn about selling with story from Agora’s “End of America” salesletter…
  • How to change a person by changing the story they tell themselves…
  • What to do when you discover COMPETING stories which seem equally compelling and powerful…
  • One of the world’s best books to read if you want to understand story… and the odds are you’ve never heard of it!
  • How to find the BIG IDEA for your copy and harmonize it with the story your prospect wants to be in…
  • Why just telling a story or presenting a case study in the way 99% of marketers do it can actually UNSELL your prospect…
  • Habitual stories your prospect tells themselves and how they make or break the sale!
  • David’s “Screen Play” method of sensory copywriting…
  • Inside peaks into Gary Halbert’s market immersion method…
  • How to DETECT the story people are telling themselves…
  • Reverse engineer the prospect’s world view by analyzing the story they’re telling themselves…
  • Specific examples of stories that sell! (How to ENTER the story in the prospect’s head)
  • Three unusual ways to overcome skepticism…
  • The strange reason you may actually WANT to use neurotic guilt to sell…
  • Why the “hammer them over the head” approach rarely works…
  • The Forensic approach to writing killer copy…
  • When to use templates and when to avoid them like the plague…
  • How the conflict in the Middle East can help you sell!
  • The John Carlton method for getting really good at story…
  • Why telling people “coffee is good for you and you’re drinking way too much water” works for the story they WANT to be in! (For illustration only – no comment on ethics)
  • How to THINK in terms of story

Watch the video below AND subscribe to the audio podcast to get the Mp3.

Don’t Forget to Subscribe To The Podcast

Keep up with every episode!

– Dozens of Free Case Studies…
– A-List Marketer Interviews…
– Free Business Resources (Spreadsheets, Specialty Software, etc)…
– Worksheets…
– And more…

All designed to dramatically improve your bottom line!

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Marketing to doctors, attorneys, and other hard to reach professionals – Episode 8

Posted by Yoav Ezer

There is perhaps nothing harder in marketing than getting the attention of doctors, attorneys, and other overworked professionals who work for high-dollar-per-hour compensation…

Why should they bother with YOUR sales presentation? What’s worse, when you’re operating in these industries you’re often also dealing with a bowl full of regulations that eviscerate your normal marketing arsenal.

But in this episode of The Customer Machine you’re going to hear three very effective solutions!

Among the things we covered were:

  • How to promote a medical USP in an over-regulated industry where many traditional marketing methods are legally prohibited…
  • The LinkedIn Article Marketing Method for getting the attention of an overworked attorney…
  • The Granularity Secret: The odd way to advertise in a market where it seems like nothing works!
  • WEBINAR MATH: Break down your funnel into these counterintuitive pieces to calculate the Allowable Cost per Lead for your events…
  • What to do with a LONG Sales Cycle, High Lifetime Customer Value… but precious little money to promote!
  • One weird way to get in front of professionals and make your sales presentation!
  • Glenn’s 100% non-legal advice for protecting trade names in thirty seconds without spending thousands on an attorney…
  • The Method of Rectal Extraction  How to tell when you should listen to marketing educators and when they’re full of you know what!
  • How to deal with the “Wall of Shame” every marketer secretly harbors (a long list of things they KNOW would make them more money if they could only get around to doing it!)
  • California – not like the rest of us! Why condition specific advertising works in some states but not others…
  • Webinar Attendance Secrets  A half dozen things you can surround your webinar with to potentially double the number of people who show up (and buy!)
  • How to Quickly Overcome Technology Marketing Hurdles: When a customer is worth $10,000+ there’s NEVER a reason to let techno-phobia stop you!
  • The Customer Machine Song: Be afraid… be very afraid!!!
  • Marketing to Attorneys: How to reach them, how to sell to them…the Good, the Bad, and the Ugly!

Watch the video below AND subscribe to the audio podcast to get the Mp3.

Don’t Forget to Subscribe To The Podcast

Keep up with every episode!

– Dozens of Free Case Studies…
– A-List Marketer Interviews…
– Free Business Resources (Spreadsheets, Specialty Software, etc)…
– Worksheets…
– And more…

All designed to dramatically improve your bottom line!

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