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George Dodge's Articles

  • Small Business Marketing Tip: Conduct A Marketing Crusade
    Let me ask you a question. The answer is to the question is critical to your business success.

    Do you fully understand the real nature of the business you are in?

    Your instant response is of course, I'm in the [put your industry name here] business. For example, you probably said, of course, I'm in the real estate business, or the plumbing business, or the printing business, etc.

    But that is only partly correct if you are the owner of the business. As the business ow...
  • Use Benefits And Specificity In Your Headlines To Suck Readers Into Your Sales Copy
    Often the most powerful headlines are those that include some specific benefit within them while simultaneously peaking the interest of the reader as to what may be inside the article.

    Let's look at the following as an example...

    "5 Secrets to Doubling Your List In 90 Days"

    This headline includes both a benefit statement and specificity.

    Specificity in included in three ways, the number of secrets (5), the benefit of doubling your list (specifically says what it w...
  • Small Business Marketing: Risk Reversal Will Sky Rocket Your Sales.
    One of the top obstacles that you have to get over is the prospect's sensation that they are at risk when buying from you. The more they feel that they are at risk, the larger will be their reluctance to buy.

    To get over this hurdle, you need to reserve the sense of risk. You must assume the risk yourself.

    Have you ever considered how many businesses transfer the built-in risks of conducting such a business to the customer?

    Well, the following is a classic model of h...


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