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EXECUTIVE HOODLUM
With a truthfulness and intensity that rivals classics like The Godfather or Goodfellas, John Costello's 'Executive Hoodlum' is pure excitement, and pure reality.
KICKSTARTER CAMPAIGNS
Find out why they're not just for startups any more...
RUSSELL WALLACE
SEO and How It Can Be an Asset for Website Traffic.
It's What You Say, It's Not What They Hear
Ann Convery blends the rules of the ancient Lizard Brain with her clients' signature marketing or business message. As a result, the entrepreneurs and business owners she works with experience a steady increase in prospects, customers, and business.
In Entertainment asked Ann to share some of her secrets.
What's the Lizard Brain?
It's the 450,000 year old reptilian brain. It's our survival brain. We now know that the Lizard Brain actually triggers every decision we make, from what we eat for breakfast to who we marry. It's the part of the brain that triggers the "buy" signal.
How do you talk to it?
It's actually easy. There are very specific rules to communicate with this brain. But it's so contrary to the way that most of us talk in business, that people have to train themselves to do it.
So when you talk to the Lizard Brain, you're addressing the brain that buys?
That's right. No one's going to buy your service or product when you first meet them or when they jump on your site. But if you communicate with the Lizard Brain, you can trigger a series of little "yes" decisions. Yes, they're interested. Yes, they want more. Yes, they want to talk. You can keep this up until they decide to engage, buy, or sign.
What's a non-Lizard Brain message?
One client came to me saying: "We're a mid-cap insurance brokerage. We cater to manufacturers, distributors, health care, construction, real estate, transportation, municipalities"... etc. Zzzzzz
What was the Lizard Brain message you created with him?
Here's the message that increased his referral rate: "Typically I find between 10K to 30K my clients didn't know they had in 60 minutes or less."
How do you work with people?
I work on two levels. First we grab attention. Together with my client, I re-word their pitch, introduction, speech, or any communication they have. We create messages that are all about your customer or prospect. This captures attention within 8 to 20 seconds.
Really? 8 seconds?
That's the human attention span. It's not only possible to capture attention in 8 seconds, it's essential. And profitable.
What's Step Two?
That's my Secret Sauce. I embed simple neuromarketing techniques in every message you deliver. These techniques specifically target the Lizard Brain. So, you're talking to the "decision-maker" every time you speak. It works online or off.
Is communicating with the Lizard Brain effective?
If you do it right, it's so effective it should be illegal. People get more clients within two to four months. They increase their customer base. One client in Germany used these techniques and made 200K Euros in 24 hours.
Who do you work with?
I work with serial technology entrepreneurs - brainy types who need to pitch their new app or service to build a following, get more customers, and pitch to investors. I work with entrepreneurs and business owners who want more clients.
How did you start?
I started in media training - I prepared executives, professionals and authors to go on CNN, The Today Show, Good Morning America, the Wall Street Journal, the New York Times, and many other outlets. The techniques I used in media training to make sure my clients gave great interviews are almost the same techniques I use to create irresistible messages.
Were you surprised?
At first, I was shocked that it worked so well in business. Then I discovered neuromarketing and realized that I'd been teaching neuromarketing principles all along. The system is based in solid brain research.
Any parting thoughts?
Yes. Go Lizard. You'll never go back.
- Jordan Summers
For more information contact Ann at (323) 644-7955 or ann@speakyourbusiness.com
Housing Values Decreasing? So Should Your Property Tax.
-Kellen Merrill
Property Tax Reassessment is a company devoted to helping homeowners who qualify, reassess their property taxes.
In today's volatile market, a reassessment could potentially help a homeowner save hundreds, if not thousands of dollars. The company's founders felt that a name that describes their service would be a simple way to convey what they offer.
Interestingly, that name may have fueled some controversy among certain municipalities and homeowners. Property Tax Reassessment launched with a direct mail campaign advertising their service to homeowners in California. Some may have mistaken the Property Tax Reassessment advertisement they received in the mail for an official government document. Although this approach has been used by hundreds of companies over the years as a tactic to get the addressee's attention, this particular mailer seems to have struck a nerve. The mailer's objectives are twofold. The first is to advertise Property Tax Reassessment's service, and the other is to make property owners aware that a reassessment option exists.
Property Tax Reassessment provides a service in the same way an accounting firm does. As the mailer states, individuals can certainly go through the process on their own. In fact, it gives the reader a step by step guide on the method. However, as most people would rather hire a service to do their taxes than try to wade through the tax code on their own, most people would rather hire Property Tax Reassessment to work with the forms and rules necessary for correct reassessment.
In response to the large number of people having their property values reassessed, a few cities in California have issued press releases announcing that the service is unnecessary. It could be because they are clarifying the situation for homeowners, or because reassessments can save homeowners money on taxes, which costs cities money.
It is not news that home values have plummeted almost everywhere in America. Some states, including California, have been hit especially hard and thousands of people are being forced to foreclose. Some relief can be found by paying taxes proportional to a home's decreased value. This could equal thousands of dollars saved. Chances are good that if your neighbors' houses have gone down in value, yours has too. The assessment of exactly what you should be taxed is a technical undertaking, which is why Property Tax Reassessment provides a reassessment service for a one-time charge.
Property Tax Reassessment is operating under California law based on two Propositions that were passed over twenty years ago. They deal with home value and corresponding property tax. Proposition 13 states that when the price you paid for your home exceeds the actual market value, your taxes can, and should, be reassessed to reflect the decrease. The second Proposition, Prop 8, was created to ensure this right of reassessment.
The Property Tax Reassessment mailer is not a government notice demanding payment of a fee, but a service offered to help homeowners receive maximum property tax savings. The company handles not only the original paperwork, but any additional work that may be required, such as appeals of an assessment at no extra cost. Property Tax Reassessment can potentially save homeowners thousands of dollars per year and could make the difference between keeping and losing one's home.
For further information call: 888-879-4259
MAKING MONEY IN AN ECONOMIC DOWNTURN
By Anthony Mora
Recession. Economic downturn. Tough economic times. Makes you want to hide under the covers until the storm passes, right? Maybe, but that's the wrong approach. Let's move from fear to facts. A number of studies show that companies that continue or increase their marketing and public relations efforts during tough economic times consistently outperform those who slash their marketing efforts during rough periods.
Think about it. If most companies are reacting in a turtle-like fashion and hiding in their shells until the sun comes out again, there's less competition out there; less companies are launching PR campaigns, fewer are reaching the public with effective marketing efforts. Suddenly you have media outlets that are looking for stories, particularly some good non-doom and-gloom stories. If you're a savvy business person you know this and understand that this is precisely the time you can have a greater impact and get a bigger bang for your buck. So, look at tough times as your chance to reach your target market and build your business.
The Most Powerful Marketing Tools And Strategies For Your Business During An Economic Downturn:
1) React Quickly: You know when times are tough. When people are arguing on the media whether we're in a recession or not, I'd say chances are we're probably there. And if not, at least marketing-wise act as though we are. Football has its two minute drill. Put in place a marketing and PR drill for these times. Take action.
2) Develop stories that are appropriate for hard times. How can your product or service be positioned so that you can create a PR pitch that fits the tone of the times? Come up with a cost-saving story, a stress-reducing story, a feel-good story.
3) Write a one-page press release on the story that fits. Make it easy-to-read. Write a catchy (but not overly-cute) headline, add bullet points. Be clear, concise. Give the media the story they're looking for.
4) Find the emails and snail mail addresses and get your release out to the media. Send it to all of the appropriate media outlets. Don't only focus on local or regional media outlets. Go national. Make it a trend story idea.
5) Make follow-up calls. Don't think because you've written a compelling release, sent it out to the appropriate media, that your job is done. Call. Be polite. Be professional, but make sure that the media has received your release and that they understand your pitch.
Do the above and you have a great start for the promotion of your company.
Now start coming up with other follow-up ideas. What else can you offer the media that you can tie in to the current economic situation? Remember these don't have to be doom and gloom stories. They can be about how to relax, how to save money, or even how people are still being extravagant, even during tough times. Be creative with your stories, but get them out there. While your competition is hiding, make your move.
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