“Knowing how many customers you need each month, quarter, year; what they look like; how to attract them; and where to find them; will transform your business. Business growth becomes a simple matter of mathematics.” ~ Debra Hilton You Probably Don’t Need One Thousand New Customers Every business has capacity limits. If you’re a service […]
How to Choose a Ghostwriter
“Prospective authors need to decide why they are writing a book and what they want to accomplish before they launch the project.” ~ Debra Hilton Finding the right ghostwriter for your business book is an important process. Most experienced ghostwriters are just as anxious to confirm that they are a good fit for you, as […]
Why Lead-Flow Matters… and How to Create It
“A steady flow of new leads is the life-blood of every business.” ~ Debra Hilton In an earlier blog, I talked about creating lead magnets that irresistibly attract your ideal clients and mentioned the idea of having specific lead magnets for specific types of prospects https://hiltoncopy.com/create-magnetic-lead-magnet-quickly-easily/. After publishing that blog, I was slightly surprised by […]
A Tale of Two Business Books
“It was the best of books… it was the worst of books…” ~ Adapted from Charles Dickens (with apologies) It’s December now, so, as I look back at the year past and think about the shape of the year to come, I’ve taken some time to reflect on the projects I’ve completed this (so far) […]
How to Create a Magnetic Lead Magnet Quickly and Easily
“Lazy business owners have unpredictable cash flow!” ~ Debra Hilton Debra: Here’s your strategic marketing overview. This is what we’ll build and automate in the next 6 months. New Client: That looks like a lot of work… I mean, I don’t have most of that stuff. Debra: I know, that’s why your pipeline is half […]
Using Information Marketing to Set Your Business Apart
“If you can be commoditized, you will be commoditized…. If you stay stuck in “ordinary”: going to market with product or service, price and discounts, vague generality claims of (slight) superiority as one of many choices… you will be crushed.” ~ Dan S. Kennedy Let’s start with an important distinction between content marketing and information […]
Are You Testing Response or Opinion? – Why it Matters
I’m a direct response marketing fanatic based on both experience and conviction, and I believe results should drive your marketing (and every other aspect of your business) unless you have a specific reason for making an exception. Yet, many business owners base their decisions on others’ opinions, not actual results. Worse, sometimes those opinions are […]
What is an A.C.E. Book and Why Should I Write One?
Authority + Celebrity + Expertise = A.C.E. Why Your Business Benefits If You Write A Book! Guy Kawasaki calls this an A.P.E. Book – with the P standing for Personality. Since I’d rather be an A.C.E. or than an A.P.E. I’ll stick with Celebrity in the middle rather than Personality – but the important thing […]
Direct Response Copywriting Makes Your Website More Profitable
I’ve been spending quite a bit of time analysing the content on websites in response to a chorus of complaints about website profitability. A typical comment is: “I’m spending a lot of money on SEO and advertising, but visitors come to my website and leave without taking any action.” The unspoken complaint is, “I’ve spent […]
SEO is Dying – Will Your Business Avoid Being Buried With It?
Google’s Penguin, Panda, and now Hummingbird updates hit many businesses organic search rankings hard and the bad news is that there are more updates to come as Google seeks to promote genuine, valuable content that people want to read. This is unfortunate for dedicated SEO companies and their clients – but that could be good […]
