The Write Stuff, Pt. 1: Copywriting Tips for Selling Your Ideas

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    You are selling ideas. It doesn’t matter if your stock and trade comes bubble wrapped or sits on a display shelf, or is a service you provide. Before anyone reaches into their wallet, ready to buy what you sell, you have to give them a reason for doing so. That’s why everyone who sells anything is, first and foremost, a merchant of ideas.

    This series of blogs will share powerful techniques for selling ideas that you will want to employ even before you say a word about the features of your offerings. Sell someone on an idea, and the monetary transaction will follow.

    Before we begin sharing tips, here are a few guiding principles to lay the groundwork.

    1. You’re selling an experience, not a product.

    Many businesses make the mistake of focusing their pitch on the details of their products or services, rather than on what they can do for a person’s life. Harley Davidson, among other successful companies, is a master at selling an emotional experience.

    Take this classic, award-winning, ad for example. Notice how it does not speak to the engineering of their bikes, the newest model or any other detail of the product, except with a subtle nod to the power of the engine. The ad appeals to the deep soul longing of its target audience: Freedom from the grind. It contrasts the impotence of struggling with a plastic bag on a crowded airplane with the power and freedom of riding the open highway.

    Somewhere on an Airplane a Man is Trying to Rip Open a Small Bag of Peanuts

    Give us life at ground level, riding along the endless highway on a Harley-Davidson. 100% depressurized. Just sunlight on chrome. The voice of a V-Twin ripping the open air. And elbow room stretching all the way to the horizon. Maybe you too think this is the way life ought to be lived.  Time to spread some wings.

    Harley peanuts ad

    Every professional commercial copywriter knows that the headline is the most crucial part of any ad, and typically spends most of their creative time on a campaign coming up with powerful headlines. The “Father of Advertising” and founder of the agency, Ogilvy and Mather, David Ogilvy, once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

    We will expand upon writing powerful headlines that sell in a future blog.

    1. Every purchase is an emotional decision.

    “Oh,” but you say, “Some people make purely logical choices based on product research.” There is no such thing as a purely logical decision. Even a research-based decision is based on the emotion of feeling secure in one’s decision.

    Take this study, The role of emotion in decision-making: evidence from neurological patients with orbitofrontal damage (Department of Neurology, University of Iowa, Bechara A.) The abstract reads:

    Most theories of choice assume that decisions derive from an assessment of the future outcomes of various options and alternatives through some type of cost-benefit analyses. The influence of emotions on decision-making is largely ignored. The studies of decision-making in neurological patients who can no longer process emotional information normally suggest that people make judgments not only by evaluating the consequences and their probability of occurring, but also and even sometimes primarily at a gut or emotional level. Lesions of the ventromedial (which includes the orbitofrontal) sector of the prefrontal cortex interfere with the normal processing of “somatic” or emotional signals, while sparing most basic cognitive functions. Such damage leads to impairments in the decision-making process, which seriously compromise the quality of decisions in daily life.

    Human beings are essentially incapable of making purely cerebral decisions, as the “gut” constantly communicates with and informs cognition.

    1. Loyalty starts with likability.

    People buy from people or brands they like, and liking someone starts with them liking us. Take the study entitled, Similarity versus liking as determinants of interpersonal attractiveness. This psychological study showed that, “Liking has a significant effect upon the Subject’s feelings for the other person—regardless of attitude similarity or dissimilarity.”

    Connect with people in a way that makes them feel like you or your brand likes them and cares about what’s important to them, and you’re likely to gain brand loyalty.

    Stay tuned for powerful tips and recommendations to help you use written content to sell like a pro!

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

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    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Content vs. Connection

    Content vs. Connection

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    For years now, we’ve heard “Content is King,” with the result that myriad businesses have dumped considerable time and money into “Content Marketing.” Indeed, good content is key to a successful marketing strategy; the problem is that now, “everyone” is doing it! The marketplace is cluttered with a dizzying, ubiquitous cloud of great content, diluting the efficacy of any particular business’s efforts to be noticed.

    Content may be king, but without engagement, there is no kingdom to rule! What is engagement, you may ask? It is what the “Wizard of Ads,” Roy H. Williams refers to as being more interesting than the thought currently occupying someone’s mind. Engaging your audience means, first of all, being impossible to ignore so that you can get their attention above all the competing voices, and then most importantly, making an impact on their emotions. All decisions are emotional, and the logical mind justifies the decision.

    Here are three steps to engaging your audience so that your awesome content (a given these days) has a chance of leading you to sales conversions:

    • Get Attention: No, we’re not talking about the “sad little attention getters,” as Williams calls them—all caps, bright colors, loud noises; we’re not talking about cheap interrupters most people will despise. What you need are relevant messages communicated in a way that’s very different than how your competitors are communicating. Geico brought slapstick humor into car insurance, Old Spice upped the ante ad ridiculum to catapult a musty old brand to dominance. To break the cognitive filters every human being’s mind on the planet puts up to protect them from information overload, you absolutely have to stand out. Go against the grain—and, by the way, avoid clichés like, “go against the grain!”
    • Inspire: Not every ad has to be a tearjerker, or a goose-bump generator; you can also inspire laughter, anger—any number of emotions. The important thing is that you do inspire emotion in your audience. If you can cultivate the right response, you’re 75% of the way to the sale.
    • Engage with your audience: Know your audience, speak their language, and then interact with them. It is essential for any business to make their audience feel important, listened to, understood. All politics aside, Gillette reported an $8 billion loss, mainly due to their recent “toxic masculinity” ads. Without taking sides on the issue, and from a purely marketing standpoint, offending your base (mainly men) is not a good idea. Uphold your principles and beliefs privately; when it comes to your company, serve your audience as a trusted brand that accepts them for who they are. Gillette has tried to foist change upon their audience, but the result was that their audience changed brands!

    Is Content Marketing still relevant? Is content still king? Yes to both. However, making your content engaging gains devoted followers for the king!

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

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    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    The Power of Local Connection

    The Power of Local Connection

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    In nature, as in business, there is an invisible web of energy containing intricate and often surprising connections between seemingly unrelated parts. Science, for example, is discovering numerous amazing interactions between plants in local communities. If one plant is attacked, it secretes various chemical messengers through the soil and air to help neighboring plants prepare and defend themselves.

    Connections like these, often unnoticed by the average person, help members of a community thrive because of energy and information from various sources. Others may languish if they are not involved in enough local synergistic energy exchange. The same can occur in the digital world, which has a huge impact on the ability of your business to thrive and sustain momentum.

    How well are you leveraging your interconnections and communications in the digital realm?

    National businesses with huge budgets and nationwide connections sometimes intimidate local businesses. But, at the local level, the advantage can be gained by the little guy—for who has a better sense of the local community than a local business?

    Local businesses can leverage their unique community insights and networks in order to generate valuable search traffic, and build brand visibility in their communities. One of the very best ways to do this is through high-quality content tailored to powerfully impact local search engine results and follower engagement.

    Many businesses miss out on easy opportunities to develop valuable content and recognition based on their participation in or sponsorship of community events. A local bike shop could blog about and share on social media their sponsorship of a triathlon with hashtags included. The post could discuss how the bike shop can help with training for a triathlon, due to their various championships in bicycle racing, training expertise, and cutting-edge equipment. After the event, the blog could display pictures of participants, perhaps mentioning that some of them have gotten coaching by the shop in cutting-edge interval training.

    Local business owners tend to get involved in local causes and organizations, and blogs and social sharing are great ways to promote this involvement. For instance, the bicycle shop may be advocating for a bike path that would make it easier for clients to avoid traffic and get to the store more safely when riding their bikes. A blog post focusing on an upcoming meeting in a local neighborhood can not only help raise awareness for the cause, but it can also raise the profile for the bicycle shop by capturing searches related to the local bike path. Promoting events can extend audience awareness of a local business by leveraging locally trending topics on various social media. This gives your local content the opportunity to be exposed to the extended network of your clients and customers, reinforcing your brand’s relevance in the interconnected digital community.

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

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    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Marketing Lessons From Winston Churchill

    Marketing Lessons From Winston Churchill

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    “I have nothing to offer but blood, toil, tears and sweat…We have before us many long months of toil and struggle. Our policy is to wage war with all our might, with all the strength that God can give us…however long and hard the road may be.” Winston Churchill

    Our man, Winston, aka “Winnie” was no pushover Pooh looking for easy honey. Sure, Hitler totally rocked the reverse alley-oop Shaquille O’Neal slam dunks with his “Blitzkrieg” Shock and Awe warfare, but Churchill was a team player who consistently toed up to the line and hit the free throws.

    Adolf Hitler put his trust in industry and technology—Even with the war all but lost, the Nazis resorted to the V-Rocket as a tenuous last hope “miracle weapon.” Winston, by contrast, depended on the fortitude of the stalwart British and her allies; he was a master content marketer, a wordsmith who knew how to motivate with powerful language. The pen, it seems, was mightier than the Panzer.

    This is an object lesson for the business owner. There is no angle, gimmick or technological silver bullet that will bring easy money.

    According to the “Wizard of Ads,” Roy H. Williams, “Vision, passion, faith, tenacity, perseverance, sacrifice…are part of a time-tested formula for success that’s difficult to teach and painful to learn…If you simply want someone to walk into your world and say a few magic words and make everything better, you need a friend to pinch you, slap you, or shake you by the shoulders, because you’re dreaming.”

    The only power we have as ad consultants,” says Williams, “is the ability to help the client tell his story as convincingly as possible…we must have the client’s cooperation in helping us define his unique selling proposition. Too often, though, the client simply says, ‘Just bring more customers through the door. If you bring ‘em in, we can sell ‘em. What we need is more traffic.’ Gee, what a great idea. Why didn’t I think of that?”

    “No matter how dramatic the end result, the good-to-great transformations never happened in one fell swoop,” says Good to Great author, Jim Collins. “There was no single defining action, no grand program, no one killer innovation, no solitary lucky break, no miracle moment.”

    Maybe you have been going from one marketing tactic to another, hoping to find the one that will finally propel your business forward. Stop it, old chap. Think bulldog: Long-term strategy, consistent and powerful messaging and an unwavering belief in your mission.

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

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    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Social Media Networking Essentials

    Social Media Networking Essentials

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    Well, how about that! You’ve been attending all the local networking events you can, and someone you met just became your first client!

    Marketing tools are essential, but good, old-fashioned elbow rubbing is important too. If there’s any marketing tool that mimics and reinforces networking and word-of-mouth marketing, it’s Social Media—the online version of schmoozing! You just learned at a marketing workshop that there is a difference between Social Media Marketing and Social Media Networking. You bring the following list home from the workshop, and it gives you the basis for a Plan:

    1) What is your GOAL? Why do you have Social Media and what do you want out of it? Realistic expectations: Brand awareness, increased search engine value, long-term community connection, insight into customer minds, competitive analysis. Unrealistic: Dramatic sales increases, benefits from casual or occasional use, a “silver bullet” effect.

    2) How will you ENGAGE and EDUCATE your audience? What are you going to talk about besides yourself, your products and your services? If you’re trying to use Social Media to push a sales message, don’t bother. People are looking for interaction, entertainment and information relevant to their lives. Plan to share content they will find useful and informative.

    3) What VOICE will you employ? Do you want to be funny, serious, speak in a pirate accent (arrr…)? Choose a tone and personality that fits with your business and your target demographic. Just because you’re a “serious” business doesn’t mean your Facebook voice has to be. Think AFLAC and GEICO—NOT boring (and that’s the point).

    4) How FREQUENTLY will you post? Set up a spreadsheet that shows dates and content you plan to post. How often you post relates to the size of your business and your following, but you should be providing new content at least a few times a week, or you will lose connection.

    5) Who are you going to CONNECT with and SUPPORT? It’s better to focus on making deep connections with a few target businesses than shallow connections with a multitude. Make a target list, and then be consistent about commenting on their pages, sharing their content and developing your online relationship.

    6) How will you INTEGRATE Social with your other media? This is a topic all to itself, but you need to make sure that all of your marketing is connected. One simple example: Be sure to include your social media contacts in your traditional ads (TV, radio, print, direct mail), and sometimes provide an incentive for “Liking” or “Following” you.

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    The Screwtape Letters: Invisibility

    The Screwtape Letters: Invisibility

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    To: Wormwood
    From: Screwtape
    Subject: Making the Patient Invisible

    My Dear Wormwood,

    You will of course pardon the recent pause in my communications. I trust you have been keeping up with your duty to make the patient stumble. Need I remind you of the consequences, should his business thrive? I think not.

    You have done a reasonable job of influencing the patient to buy into the present zeitgeist: An unbalanced focus on sales and marketing to the near exclusion of branding. Branding is the process of strategically creating coordinated words and images to make an indelible impression on the human psyche. Branding should be a continual creative endeavor, though I’m glad to say that most think of it as a one and done. How sweet are the words, “I’ve done my branding.”

    Look around you…everywhere, outdated logos, names without taglines, ad campaigns that go straight for the jugular without any style or strategy. It’s laughable! The patient thinks he can “get by” because his branding is “done.” That’s exactly what we want him to think!

    Technology is moving so fast that the human mind has developed coping mechanisms to deal with the constant barrage to the senses. To survive in a visually-cluttered marketplace, the brain automatically ignores what it’s already seen. As the enemy would say: If you’re not innovating, you’re invisible. Only the constantly creative will survive.

    Keeping the patient stuck in the blind spot of commerce is simple. Continue encouraging him to obsess on marketing for the sale, while virtually neglecting his brand. The more obscure and outdated his brand becomes, the harder he will work for ever-diminishing returns. In time, he will achieve complete invisibility and slide into oblivion, buried by more relevant brands.

    Your affectionate Uncle,

    Screwtape

    P.S. The Patient must not be allowed to work with the enemy (He is a mighty warrior of that Intrepid full-service marketing agency in Bend, Oregon). He wields a powerful sword of creativity that cuts right through the clutter.

    Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales