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Why Social Media Sucks for Selling — And What You can do About It

By Tom Ruwitch

A quick story about the awesome selling power of social media… …or lack thereof: Last month, I heard Kim Garst speak. She’s a Forbes top 10 Social Media Power Influencer with 23,364 followers on LinkedIn.  And she said this:  “I’m known for social media,but only 3% of my salescome from social media.” As Scooby Doo’s…

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Screening Prospects? Why Harsh is Good…

By Tom Ruwitch

Last month, I met with a VIP member of my Content Transformation Academy to help her tune-up her sales funnel. Sarah worried she might be turning away good prospects.  She’s a business coach who offers a free discovery session to prospects.  They have to complete a form to schedule that session. And that form asks…

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Dr. Oz’s Grocery Gaffe — and Why it Matters to Marketers

By Tom Ruwitch

We interrupt this program to bring you breaking news from Pennsylvania… Dr. Mehmet Oz went shopping at the grocery store because – in his words – his wife wants “some vegetables for crudité.” GASP! Dr. Oz said “crudité” (From Webster’s: crudités ~cru·​di·​tés ˌkrü-di-ˈtā  krᵫ-dē-ˈtā : pieces of raw vegetables – such as celery or carrot…

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You’re in This Business — Whether You Know It or Not

By Tom Ruwitch

I spoke the other day with a business owner who said, “I’m too busy serving my clients to spend time marketing my business.” I hear that occasionally. Maybe you’ve thought that yourself.  I responded by citing the great Dan Kennedy who taught me long ago:  All who run a business are in the marketing business. …

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The Trap That Killed a King. A Cautionary Tale

By Tom Ruwitch

Back in the 1980s, Micropolis Corporation was the computer disc king. They sold more 8-inch “portable” discs than anyone.  But trouble loomed.  Competitors introduced a better product – the 5-inch floppy disc. Less expensive. Easier to use. Simpler.  CEO Stuart Mabon understood the threat and directed his manufacturing team to switch focus from 8-inch to…

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Top Gun Marketing Tips – How to Pilot Your Business to Soaring Success

By Tom Ruwitch

“It’s not the plane…It’s the pilot.” So says Capt. Pete “Maverick” Mitchell (Tom Cruise) in the new movie Top Gun: Maverick.  I saw it over the weekend, and I liked it.  That quote about planes and pilots keeps knocking around in my noggin. Maybe it’s because I’ve seen so many business people get it backwards.  They…

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How to Identify Ideal Prospects? Here’s a Hint…

By Tom Ruwitch

A curious subscriber named Cynthia asked me last week: “If I want to create a business based on my expertise, how do I begin to identify my prospects?” Great question… …because most business people think they’ve identified their prospects well, but most get it (somewhat or totally) wrong.  So most waste time and money on marketing…

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Are You Stuffing Chocolates Down Your Shirt Like Lucy Ricardo?

By Tom Ruwitch

A few days ago, I watched the old I Love Lucy episode where Lucy and Ethel take a job at the chocolate factory… …and can’t keep pace with the assembly line. It might be the funniest scene in television history.  Classic slapstick comedy… …that also has me thinking about business systems. Assembly lines and other automations are…

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How to Rise Above The Dime-a-dozen

By Tom Ruwitch

I got a GREAT email last week from world-class marketer Dave Dee. Dave told about a conversation he had with a lawyer who thought creative, personalized marketing was below him.  “I didn’t go to law school to be seen as a celebrity,” the lawyer told Dave.  I hear the same from some coaches, consultants, and…

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Ripped From the Headlines: Wacky News Stories that Make Great Emails

By Ryan Dolotallas

Every so often, my buddy Adam sends me a link with a challenge to “email this.” Sometimes it’s a link to a crazy discussion thread on Reddit. Often, it’s a random, funny news story.  My favorite “email this” challenge was a news story about status-hungry Chinese big-shots and strippers (more on that in a moment). …

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