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What Can You Learn from an Old Maid?

By Tom Ruwitch

When I was a kid, I remember my relatives talking about some Great Aunt I’d never met. They called her an “Old Maid.”  I had no idea what they were talking about, but I could tell they considered it an insult.  Years later, I learned the meaning: A woman who has — gasp! — never…

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How to Be a Better Listener So You Can Craft More Powerful Stories

By Tom Ruwitch

The other day I was in a Zoom meeting with a group of prospects when…  …I realized I had zoned out — completely.  I don’t know for how long I had not been listening.  I just knew I was staring at the squirrel in the tree outside my office window.  Yep, my gray matter had…

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The Critical Thing to Do BEFORE You Storm The Castle

By Tom Ruwitch

When he was a young college student, my wife’s great-great-grandfather joined the revolution. He and his pals tried to overthrow the German government. The year was 1833, and young Adolph Wislizenus “stormed the castle” with a band of student revolutionaries in Frankfurt. Their plan: Sneak-attack a few arsenals. Capture the soldiers. Take the guns. Arm…

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How a Master Copywriter Got the Scoop on His Target Market

By Tom Ruwitch

I recently heard this interesting tidbit about Eugene Schwartz, a genius copywriter who penned ads that generated massive sales: He had a secret way to get the scoop on his target market… He would go to the theater to see all the hit movies… …and he would see the blockbusters TWICE. Why?  Because if you’re…

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This Magic Phrase Will Help You Attract More Leads

By Tom Ruwitch

I was planning to send a different message this morning… …until I read an email from one of my favorite marketing experts Dave Dee (check out his stuff here).  He offered a tip that is so good I had to postpone the other email so I could share the idea with you now. Here’s the tip: …

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Why Does She Still Do THIS?

By Tom Ruwitch

Here’s something I wonder during this pandemic: Why is the local news station still broadcasting traffic reports every 30 minutes in the morning? I turn on the news, and there she is, the Traffic Reporter, standing in front of the map with all the highways and byways color coded — green for “all clear,” yellow for “moderate back-ups” and…

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Testing Works In Business

By Tom Ruwitch

Before publishing his first best-seller, Tim Ferriss tested options. He came up with six potential titles. Then he purchased Google Adwords ads — one version for each title — targeting search terms related to the book’s topics. Each ad used the potential book title as the headline and used the book’s tagline for the ad’s…

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How Do You know If Your Marketing is Working

By Tom Ruwitch

A marketing novice wondered whether a direct mail ad he received from a restaurant was any good. He described the ad in an online discussion board and waited for responses. Dozens of people replied with all sorts of marketing advice. Lots of them said they liked the ad. Some asked to see the advertisement so…

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Re Target Market

By Tom Ruwitch

I was at a concert last night and heard some lyrics that made me think: “That’s a great marketing lesson.” (I couldn’t help it. That’s where my mind goes). Here are those lyrics from an old Kris Kristofferson song called “To Beat the Devil:” If you waste your time a talkingTo the people who don’t…

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Which Material For Tote Bags

By Tom Ruwitch

I had a good laugh today while reading an online discussion board for marketers. A puzzled marketer asked the community to weigh in on the best material for tote bags she and her husband would distribute at a trade show. She was leaning toward polypropylene (“feels like soft cloth” and “the cheapest way to go.”)…

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