I have worked closely with one of New Zealand’s most successful direct mail marketers. He’s been in the direct mail business for almost 40 years and made a lot of money. The first time I met him in his office, I was intrigued to see all kinds of advertising material, from all over the world, lying on his desk. Keep reading »
How to find your own Unique Selling Proposition
October 23, 2025
If you’ve read any books on marketing, you will have heard of the concept of a Unique Selling Proposition (USP). It is one of the most important elements in your sales message. It will influence your headline, and every other word you write on your website. Keep reading »
You must write to SELL
October 23, 2025
Recently, I received an email from a business owner, asking for advice on why his website was not making many sales. This business owner had been using Google Ads to drive traffic to his website. He contacted me in desperation because he was losing money on his advertising. Keep reading »
The ‘Most Wanted Response’ is the single most important part of your website
October 23, 2025
The term ‘most wanted response’ was coined by Ken Evoy, one of the most influential thinkers in the early days of Web marketing.
Here’s what it means. When someone visits your website, you want them to do something. You need to ask the question: what is it that you most want your visitor to do? Keep reading »
Web Marketing 101 – traffic x conversion = sales
October 23, 2025
When you strip away all the hype and nonsense from selling on the internet, it comes down to a simple equation:
traffic x conversion = sales
To put this in plain English…
- traffic is the number of visitors to your website.