Two quick questions:
1. On a scale from 1-10, how ready are you to become LESS successful?
Not at all –> <– Completely
Spell check, when properly used, can be a valuable tool. After all, terrible spelling can get in the way of conveying your message. That said, there are still sometimes very good reasons to not use it.
In each of these first five cases, you may or may not want to actually turn off spell check, but you’ll almost certainly want to selectively ignore it. With passive spell checkers, you may feel fine looking past lots of highlighted words. Active spell checkers, which scan the document and stop when they find a misspelled word, may be better not used at all.
However you do it, you will definitely want to turn off the autocorrect feature to prevent spell check from “helping” you and changing your document in the process!
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6 Reasons To Write Without Spell Check
It’s a recent development that English spelling and grammar has been standardized.
This will cause headaches for even the most sophisticated spell checking program.
Every field has its own acronyms and jargon but some are more specialized than others.
There may actually be times when your writing will include deliberate misspellings.
Perhaps the most compelling time to avoid using spell check is when…
Worries about spelling and grammar get in the way of the free flow of thoughts.
Not everyone thinks of it but knowing who would not make good customers is every bit as important as knowing who does make good customers.
Novice businesspeople and even beginning marketers would like to think that everyone’s a potential customer but that’s simply not true. In fact, although the end result is binary — people either buy from you or they don’t — there’s a whole continuum of how likely someone is to become a customer.
If you never spend time identifying who are not good prospects, you could waste a lot of time and money chasing down every conceivable lead, no matter how far-fetched.
By identifying several points along the continuum and creating a demographic profile for a hypothetical prospect at each point, you are better able to see where your time and resources should be spent.
Because it is a continuum, the attributes you list in the demographic profile are not necessarily opposites. For instance, just because your ideal customer is male doesn’t mean that all women are lousy prospects.
Some attributes don’t have an opposite. After all, what is the opposite of 40-45 years old?
So you can’t take shortcuts and simply say that your worst prospects are everything that your best prospects aren’t. It could very well be the case that a 43 year old male is a great prospect for your business but another 43 year old male is a terrible prospect.
In fact, even using the word “demographics” is doing a disservice to the process. A good customer profile goes much deeper than mere demographics.
A word that gets bandied about in certain circles is “psychographics”. This encompasses the interests, desires and other attributes that are missed by demographics. Your best prospects are interested in horses? That’s a psychographic. Prefer the beach over the mountains? Another psychographic.
If you augment your demographic profiles with psychographic data, and if you’re serious about the process, you can develop very detailed portraits of your customers and prospects.
Is this manipulative? Quite the contrary!
If you find out what deeply interests me and you just happen to offer something which satisfies that interest, I will be rather happy to hear from you. The flip side of that is, if what you offer does not interest me and you know that and don’t waste your time trying to sell me on it, you save a great deal of time, energy and money. All of those things can be better spent pursuing customers whose interests are more closely aligned with what you offer.
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Warning: Torture Chamber Unsuitable for Wheelchair Users
Knowing who does NOT make good customers is as important as knowing who does.
Although the end result is binary, there’s a whole continuum.
If you never spend time doing this, you could waste a lot of time and money.
Attributes in a demographic profile are not necessarily opposites.
What is the opposite of 40-45 years old?
A good customer profile goes much deeper than mere demographics.
Augment demographic profiles with this and you get very detailed portraits of your prospects.
That was what woke Jeannette Pearson from a sound sleep.
Snowflakes fluttered almost noiselessly outside. The intensely bright moon set the landscape aglow.
The whole scene should have been serene and peaceful but for that sickly whir and the musty, acrid, smoky smell. It gave her a dark chill that had nothing to do with the winter cold outside her cocoon of blankets.
Her heater had given up, possibly for good. Little Amy was probably already shivering in the next room.
It was 2am. What could she do?
736-HEAT
For some reason, that phone number stuck out in Jeanette’s memory. Amy had seen it on a sign a few days earlier and asked why some phone numbers had letters.
Jeanette dialed and was relieved that someone answered….
I have been playing around with the concept of creating an entire sales letter in the form of a dramatic story.
Using stories as part of the sales process is nothing new but what I have been experimenting with, as you can see above, is something slightly different.
As a pure story, it really isn’t bad. It wouldn’t win any prizes but it isn’t awful. As a sales letter, it really doesn’t seem to work at all.
It’s possible that, with enough massaging, I could find a way to make it work. Maybe I just haven’t tried hard enough.
But the more time I put into it, the more I find myself writing a story versus selling a service. (This was not a piece for an actual client, but an intellectual exercise to keep my skills sharp.)
Instead I think it will be abandoned except as it appears in this article. It can serve as a reminder to me and others that storytelling has a rightful place in sales but it can never replace sales. Its purpose is just too different.
Whether you already have a smartphone app for your business or not, you might consider “adopting” an existing app. LL Bean did this recently with the “Oh, Ranger! ParkFinder” app. This handy little app lists public parks and recreation areas within 100 miles of you (or any location you specify). It’s searchable and the list can be filtered.
But most relevant is that the app caters perfectly to the very same demographic as LL Bean’s customers. By adopting and co-sponsoring the app, both LL Bean and the app’s makers benefit. LL Bean benefits by being able to serve its customer’s interests better without incurring any cost for doing so. The makers of the ParkFinder app obviously benefit from exposure to LL Bean’s very large customer base.
So what existing apps can you partner with and just what might be involved in such a partnership? Let’s start with the easy part.
The terms of the partnership you establish with the maker of an existing app will almost certainly be negotiated on a case-by-case basis. Having said that, here are some things you might consider offering or asking for:
A partnership could involve some form of financial transaction but doesn’t need to so long as both parties receive value from the arrangement.
It’s much more difficult to generalize about finding apps to partner with. This is where personalized assistance would be beneficial. (Please contact us if you would like to have a professional marketer handle this for your business.)
So let’s just examine some hypothetical ideas to get a sense of what’s possible and what angles to take.
The connection between your business and the function or focus of the app you adopt needn’t be direct. The ParkFinder app has nothing to do with LL Bean’s business of selling clothing. There should just be some logical correlation in order for the partnership to benefit both parties.