Category Archives: Uncategorized

“Why would you send out adverts without charging people?  Of course it doesn’t work.”

I’ve tried writing the advertisement in different ways and, fortunately for me, there are a fair number of people who realise they have nothing to lose (since we are not planning on charging them for the advertising).  But a lot … Continue reading

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What is the most effective way of increasing the readership of your advertisements without spending more money?

There is an old adage that says that in the end everyone buys on price. And indeed if you sell a widget, and the world wants widgets, and all widgets are the same, and loads of other firms sell that … Continue reading

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If you are going to experiment with your advertising you will make occasional mistakes.  But don’t let that stop you.

Everyone makes mistakes.  But I don’t think it is an issue. Instead the big issue is this: some companies are so anxious never to make a mistake that they don’t experiment with new ideas. The view within such companies seems … Continue reading

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Next term LA schools start to get extra funding from three sources.  But how will they spend it?

The problem with judging school funding is that not everything is being spoken about.  Because, while the government is upping the amount of money that each school gets, it is not always being completely open about other factors. In this … Continue reading

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The font you use for your website pages can affect the responses you get.

Unfortunately it is very difficult to say which font is absolutely right for which message. In short, there is no one font that is ideal for convincing teachers who have come to your website to buy your product. But the … Continue reading

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Why facts and statistics don’t always convince readers

One of the discussion groups of which I am a member today sent me an email with the headline “Why facts don’t convince people”. I read on, only to realise that if I wanted to find out why facts don’t … Continue reading

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What is the most important thing that you should do with your website on a regular basis?

The one thing that most websites aimed at teachers have in common is that they don’t change very much. This has two effects. First it means that you lose an opportunity to sell more to these potential customers – an … Continue reading

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Without a good subject line you may as well not bother writing the email at all!

That headline above was in fact used in an email I received a few years ago. But it wasn’t used as a headline; rather it was used as the subject line.  I really liked it, but thought it was in … Continue reading

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What is the best way to create sales emails and web pages that contain all the words that stimulate sales

If you have read my ramblings over the months or years on selling into schools you might recall that I stress the need for an exciting headline with an open question as a starter. Plus a need to focus on … Continue reading

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In these changing times, imagination is the prime sales tool that we have

Twice a week I go to what is known as an “improv” class. In the class anything between 10 and 15 of us are given situations to work through and characters to play. Working together or in small groups we … Continue reading

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