http://www.isnare.com/?s=author&a=M.+Pavlish Marketing M. Pavlish Mon, 30 Jul 2007 00:00:00 +0800 http://www.isnare.com/?aid=87782&ca=Marketing #1. START WITH WHAT THE PROSPECT WANTS Most marketing falls short for one reason: it focuses on the product or service. The inevitable result of this line of thinking is a list of FEATURES that may or may not be of interest to anyone except the marketer. Start, instead, with the benefits the prospec... Marketing M. Pavlish Tue, 26 Jun 2007 00:00:00 +0800 http://www.isnare.com/?aid=83925&ca=Marketing In his famous book, Secrets of Successful Direct Mail, Dick Benson states, “Any test idea a business honestly believes can economically increase response is worth testing.” And he’s absolutely right about this copywriting secret. So, let’s break this proven advice down to bite size pieces that can h...