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Hit Pay Dirt with Prospecting Letters
Prospecting letters can uncover gold—but only if you observe these tried-and-true rules:

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Mistakes and Weaknesses
First Paragraph Of Article“What mistakes have you made since 9/11?” the press asked the President of the US. “What is your greatest weakness?” the interviewer asked Amy on The Apprentice, a TV reality show. Both had difficulty answering. Frequently in an interview situation the interviewer asks some variation of these two questions. What would your answer be?

Effective Business Communication Counts On Lean Writing Skills
In a business communication world saturated with near-instantaneous electronic messages, I start with the premise that the people you're writing for are too busy to absorb massive clots of verbiage. I'm talking about numbers of words as well as the length of the words themselves. Any thesaurus can give you a multisyllabic replacement for a lean word that hits the spot. Likewise, any bureaucrat or consultant can pile jargon-choked paragraph on top of ponderous paragraph. But to what end? In a way that might not have occurred to you, effective written communication is really about tone. The best advice I ever got about business writing skills can be summed up this way: "Be yourself, warm and personal. You're writing to real people, not an organization." Another take: "Write as if you're conversing with an intelligent friend."

Is Your Advertising Amoral?
You already know that a strong headline gets people to start reading your (advertising or marketing) copy. You also know that the purpose of every paragraph is to get people to continue to read the rest of the copy. But what happens when people get to the end of your copy?
Use a Benefit Funnel to Write Compelling Copy
If you've studied some of the big-name direct marketers, you may have heard of a "customer funnel" or "product funnel." That's *not* what this column is about, so don't skip it because you think you already know. (If you don't know, I explain in the last paragraph.)
Power of Visual Thinking in your Visual Workplace
I think Visual Thinking is a powerful tool. For evidence, look at the tools I surround myself with, Value Stream Mapping, The Lean Marketing House and Mindmaps. I believe it is the most effective way to learn. As David said in his last paragraph of the blog cited above: "We're not all visual thinkers (though we all have the potential).
False Dichotomy! (If Anything, Backwards!)
False Dichotomy! (If Anything, Backwards!) I was asked to contribute "a paragraph" to a writer who was doing a magazine article on "management" "versus" "leadership." Herewith my contribution:
Crosslinking Your Video with Your Website or Blog
In the "Description" box we will want to include a paragraph about your video that also includes a couple of your keyword phrases that you have selected for your campaign, and also include a link to your website, or blog.

The Search for Perfection - How it Can Ruin Your Sales Efforts
Sometimes perfection is good but sometimes there is a strange dark side. First the good and then, in the fifth paragraph, I'll share the frightening dark side with you.
Optimising Learning Initiatives
Neuroscience can now tell us a lot about optimal learning processes. At the recent NeuroLeadership Summit in Boston, October 2010, Lila Divachi talked about a way to ensure memories stick for AGES. Using the accronym AGES, she talks through the neuroscience of Attention, Generation, Emotion and Spacing as the keys to improving memory rentention from training. As a student of then first Masters in Neuroscience of Leadership, the Summit provided invaluable additional research.
How to Improve Usability in Web Design?
High usability website design ensures happy site visitors who can be converted into happy customers. While working on your website design, it is important to look at some important tips to enhance the user-experience, including scannable content, proper titles and sections, white spacing, effective call to action, and implementing usability tools.
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