Scott Hallman » Profit Tips

The Power of Pricing Part 1

Scott Hallman — Fri, 03 Feb 2012 14:12:01 +0000

Want to dominate your market in record speed? Now you can using the Power of Pricing in order to create an outrageous offer your competitors likely cannot match.

We teach several strategies for using price to maximize your profitability. With a few exceptions, these never include discounting for discounting sake.

One of my favorite pricing strategies for dominating a market is based upon the lifetime value of the customer. This can be a game changer for a business, and this strategy has literally transformed entire industries.

The strategy involves establishing a super low initial investment for your customers, which is a fraction of the total cost of the actual product or service, and internally financing the rest. You’ve seen these type of offers by large furniture stores that offer either no money down or little money down with no interest for six months. This enables someone that cannot afford to shell out $2500 to simply make a series of “easy” monthly payments.

Game Changer Strategy Revealed

In this Profit Tip I want to share another personal story to drive home this powerful profit generating strategy. ADT Security® is a nationwide home security company that sells and installs burglar alarms. For a typical home this may cost $1,250 if they purchased from a local security company.

In contrast, ADT Security® charges a tiny fraction for their installed alarm system, around $250 in total. But ADT understood the power of the Lifetime Value of a Customer and therefore gets the customer to instead commit to a three year “monitoring service” with a monthly fee of $44 or so.

They charge $250 for the ENTIRE SYSTEM INSTALLED vs $1,250 by the competitors for like-kind equipment.

Let’s take a look at the numbers.

Equipment and installation charge = $250
$44 * 36 Months = $1,584.
Total Revenue = $1,834, not counting the additional years of monitoring after the 3 years that likely adds thousands of dollars to the Lifetime Value generated from the alarm installation.

Game changer? Just try to find a local, independent security company these days that is not a dealer for one of 4-5 such national companies that has now deployed this pricing strategy. Plus ADT generates significantly more revenue and profits!

By the way, this type of strategy requires capital to finance the upfront cost of installing the equipment. If you have high profit margins you can elect to deploy this strategy as a limited time offer to control your cash flow or find an underwriter that will finance the program for you.

Automatic Referrals

Scott Hallman — Fri, 20 Jan 2012 17:36:27 +0000

Referrals are one of the top ways to generate new, high quality customers… if done properly.

Unfortunately, many companies no longer have referral programs in place because they either were ineffective, or worse, caused them embarrassment. In our “16 Reasons Referrals Fail – How to Unlock a Flood of New, High Quality Customers” program we detail the mistakes that many companies make when implementing a referral system.

One mistake is not “Activating” your customers in the referral process so they connect with their friends and share the positive experience and benefits of doing business with you.

One simple method of activating your customers is by creating a viral email referral that arms your customers with your marketing message.

Netflix, the movie rental company, does just that. As you can see below, they have activated Melissa, a Netflix customer, to reach out to her friends and family by providing a gift to them… the gift of FREE Netflix.

Who would not want a free month of movies and TV shows? This makes Melissa a bit of a hero, which motivates her to share this opportunity with multiple friends, and makes the recipient feel special because they got a gift.

And in turn, Melissa’s friends and family will also want to share this gift with their friends and family… Thereby making it a highly effective viral campaign.

One more key distinction is that Netflix armed Melissa with the precise marketing message they wanted the recipient to receive in order to maximize conversions. In addition, this makes it super simple for Melissa to forward to friends without having to make up her own message.

The cool thing is, it’s relatively easy to set this up and costs little or nothing.

I am all about OPTIMIZING by making small changes that can be easily, and cost effectively implemented to produce a measurable result.

So go take action on this tip and check out ScottHallman.com Business Tools for more valuable free resources and ways to take your business to the next level.

Using The Power of Compliance to Reduce Refunds and Increase Customer Loyalty

Scott Hallman — Tue, 03 Jan 2012 18:15:06 +0000

Getting prospects to buy your product is just the first step.

Often products are returned because the purchaser failed to utilize the product as intended, whether due to inactivity or confusion.

Today, more importantly than ever before, it is critical that you ensure that your customers are effectively using your product and fully enjoy the benefits so they keep it, love it, and want to buy even more from you.

The Power of Compliance is about first getting the customer to utilize the product as intended. Failure to do so will ensure it is returned for a refund and often will lead to the customer no longer purchasing from you.

I bought this gadget in order to make putting up my Christmas lights easier. Simply hook the gizmo to the strand of lights, extend the pole 15 or 20 feet, and snap them on the gutter. Simple enough? Well, after 3 of us could not figure out how to get it to work, we returned it to the store along with the disposable hooks that we would have needed year after year. Simply providing more comprehensive instructions in the package as well as online, and/or an 800 number, would have ensured I used the gadget correctly.

The Power of Compliance applies to many types of purchases, especially those that are repeat in nature.

Apple is doing just fine… Record growth, record profits and products that are in massively high demand. This Christmas we bought one for my mom and received the following email:


Join us for a free workshop. Come back to the Apple Store for free workshops created for new iPhone owners of all experience levels. Sign up for our Getting Started and Going Further workshops to take your skills to the next level. See all workshops	Get your questions answered. If you have questions about your iPhone, our Apple support team is here to help. We can even call you at your convenience. Support calls are free for the first 90 days after you purchase your iPhone. Request a callback

Siri. Your intelligent assistant. Ask Siri to make phone calls, send messages, schedule meetings, set reminders, and more. Siri understands what you say and knows what you mean. Learn more about Siri See Siri FAQ	Find My iPhone. Set up Find My iPhone in a few simple steps. So if you ever lose your iPhone, you can see its approximate location on a map, display a message on it, and remotely erase its data. Learn how to set up Find My iPhone

Photo Stream and iCloud. With Photo Stream, take a picture on your iPhone and it automatically shows up on your iPad, Mac, and PC. Learn more about Photo Stream and iCloud	Discover the amazing App Store. You’ll find over 500,000 apps in just about any category: productivity, social networking, education, and more. And many of them are free. Here’s a handpicked collection of apps to get you started. View the Apps Starter Kit

Notice that they are focused on getting my Mom to COMPLY… or that is, understand how to use the phone and to maximize the features she uses. Instructions via video demonstrations; customer service reps standing by to help her; and even classes to teach her how to fully take advantage of these features!

Why do they do all this? Well, my guess is the reasons include the fact that it dramatically reduces returns (due to frustration or buyer’s remorse from spending too much for something they will not fully use). It also ensures she will keep the phone longer as she gets reliant on the phones capabilities – likely leading to her buying the iPhone 5 when it comes out. The more features she uses, the more locked into Apple she becomes.

Perhaps this explains Apple’s cult like loyalty, even when their products are missing key capabilities that the competitors possess (4G… Larger screen, Better camera etc).

And it does not stop there. Compliance leads to buying other Apple products and recommending them to friends.

So my Profit Tip this week is to evaluate how well your customers are utilizing your products or services and how effectively they are enjoying the full benefits. This will ensure you reduce returns, increase buying frequency, and create raving fans.

Till next time.

To Your Success,

Scott

How to Generate FAST CASH and Lock in Customer Loyalty

Scott Hallman — Thu, 22 Dec 2011 15:37:24 +0000

Want to generate cash fast? Well just watch your emails for offers from companies you do business with (Savvy ones that is) and you can learn the precise success formula they use to do just that.

Plus lock in customer loyalty at the same time…how cool is that?

The Success Strategy is “Offering Discounts for Advanced Purchases” where you lock in the customer for a period of time in exchange for an irresistible return on their investment (not hard when T-Bills are paying ½%).

Last year my web developer offered blocks of hours for a discount… buy 25 hours and save 10%… 50 hours and save 20%. He generated $2500-$4000 per client NOW and locked us in to utilize those hours.

How about the big guys.

Well GoDaddy® sent me this offer:

I have tons of domains so this once again equals fast cash and cements me in for all these for another year.

GoToMyPC® takes it a step further and not only gets me to renew for a year for a 20% discount but also…

includes a second PC I can apply the service to…including a REFERRAL. And this referral may become an ongoing customer after the free period is over.

One key to effectively deploying this strategy is to know your gross profit margin and current renewal rate so you know how much you can discount.

So get creative and have some fun generating FASH CASH, increasing CUSTOMER LOYALTY, and generating REFERRALS.

How to Dramatically Increase Sales with the Power of Persistence

Scott Hallman — Thu, 03 Nov 2011 11:22:45 +0000

We all have heard that in order to effectively sell in today’s intensely over competitive world, you (and your sales reps) must be persistent.

The sad reality is very few businesses I have worked with (out of thousands) do this very well. Yet statistics show that the majority of sales happen after the 7th contact.

A real-world illustration from a vet turned salesman to build a $40M company

A client of mine, Joe Jurgielewicz and Sons, is the 2nd largest provider of ducks for food services in America (www.tastyduck.com). Dr. Joe Jurgielewicz is a veterinarian that started with nothing in upstate Pennsylvania. He built his business the old fashion way, through personal selling and personal persistence. And even today, as the CEO, he still hits the road, checks on customers, builds lifetime relationships and yes, refuses to lose a sale.

This incredible company is an illustration of the Ultimate Customer Service (they lose less than 1% of their customers a year in a fiercely competitive market that has historically used “price” as the buying criteria).

The Story of Persistence

As an example of persistence, Dr. Joe, as his clients call him, had decided to aggressively pursue the hospitality market with a focus on larger volume sales restaurant operations.

After over 20 attempts, via pop in visits, emails and calls, Dr. Joe finally got the opportunity to make a proposal to provide his high quality ducks to this major prospective client. He was told that he had the business but no order came. So he contacted the company (again this required multiple attempts) to finally learn that a competitor had under bid him by 10%.

This prospect’s chefs had indicated “quality” was the primary buying criteria but the management quickly bit on price and Joe Jurgielewicz and Sons were told they lost the bid.

Okay, so 99.9% of entrepreneurs and their sales reps would have called it a done deal. But not Dr. Joe.

He persisted several times to try to contact the chefs that were so impressed with the quality, taste and texture of Joe Jurgielewicz and Sons ducks. But no response.

So Dr. Joe went to their hotel restaurant location, bought duck off their menu, took it into the parking lot and did a taste test vs his duck (now that’s a tailgate party).

As he is doing the taste test ,the two chefs, dressed in their white chef uniforms, pulled up in the parking lot!

Dr. Joe met them in the lobby and invited them out to his truck for their own taste test…is that great or what.

They immediately agreed that his duck was vastly superior and to switch their business to Joe Jurgielewicz and Sons!

Marketing is a powerful thing, but there is no replacement for good old fashion face to face selling, coupled with the Power of Persistence.

If you are a member of the www.smallbusinessgrowthclub.com you have free full access to the complete workshop on The Power of Persistence, part of the Sequential Marketing Series. In addition, you will find over 40 real world business growth training sessions on Marketing-Sales-Management-Profits and more.

To access the Power of Persistence, simply go to http://www.smallbusinessgrowthclub.com/members/150.cfm

Differentiate Your Business With Your CCA

Scott Hallman — Thu, 06 Oct 2011 17:34:53 +0000

I have written about your Compelling Competitive Advantage™ (CCA) on more than one occasion. Basically, your CCA is what sets you apart from your competitors and makes you the Logical Choice for your customers.

One of the CCA categories we teach in our training is "Convenience". Anytime you can make buying from you more convenient than from your competitors, you significantly increase the likelihood that individuals and businesses will buy from you.

The other day I saw an unusual application of convenience that involved an Auto Parts Store, a highly competitive industry.

When somebody is in the middle of working on their vehicle, perhaps full of grease, the last thing they want to do is get in the car and drive to the auto parts store.

As you can see from the picture below, this auto parts store aims to solve this "inconvenience" problem by providing Free Home Delivery.

For those customers that value this "convenience" this Auto Parts Store becomes the Logical Choice.

I will share more ways to create a Compelling Competitive Advantage in the near future. But for now….

How Can You One-Up Your Competition Using Convenience?

Think about additional ways you can make doing business with you more convenient for your target customers. Ask your team and your customers for ideas. "What would our customer value that we are not providing?"

It does not have to be as involved as Home Delivery or cost a bunch of money. The key is that it is perceived by your prospects and customers as valuable and beneficial.

Until Next Week.

To your success,

Scott

PS At www.SmallBusinessGrowthClub.com we provide comprehensive training, on how to create a powerful CCA to help you increase revenue, profit, and make you the logical choice in your market.

Overcoming The “Embarrassment Factor” of Asking for Referrals

Scott Hallman — Thu, 15 Sep 2011 13:17:13 +0000

We all know that referrals represent the fastest and easiest way to add new clients, right? And, generally these clients come with little or no cost. But the sad reality is the vast majority of businesses lack a formal referral program, and worse, are not even asking for referrals at all, even when the client is a raving fan.

Why?

Well, a few years ago I surveyed thousands of businesses to learn why they were not effectively deploying the referral strategy in their business. And from this I created my “16 Reasons Referral Systems Fail – How to effortlessly create a flood of new clients with just a few small shifts.” (long title, I know).

Eight of these focused on Getting Referrals. One of these eight involves the “Embarrassment Factor”. That is, that feeling of discomfort and even embarrassment when asking a client for a referral. The Embarrassment Factor was created as a result of well intended marketing gurus claiming that business owners simply needed to ask their clients, customers, or patients for referrals and the floodgates would open up.

So excited entrepreneurs and their team would immediately start asking for referrals only to often experience poor results, a feeling of putting the clients on the spot, and even a feeling of rejection. After a short period of time, many of these businesses simply stopped asking for referrals all together. And some replaced personally asking with a general referral request program, which seldom produces any tangible results.

One of things we teach our coaching clients and program members is how to get the client in a “Peak Referral State” before asking for the referral. It is highly effective.

Just the other day I was working with a client on their referral program and realized that some people still feel a bit of the “Embarrassment Factor”, even when following our renowned “Active Referral System”. The clients loved them; even were willing to provide testimonials, and yet they were still uncomfortable asking for referrals on the spot.

The solution, simply ask for the referral via email or letter immediately after the customer leaves your store or office, or hangs up the phone. Although it is not as effective, it will dramatically increase referral requests if you or your staff suffer from the Embarrassment Factor.

To your success,

Scott

PS Check out the 16 Reasons Referral Systems Fail and Active Referral Systems at www.SmallBusinessGrowthClub.com.

“Mushrooming” To Maximize Profits

Scott Hallman — Thu, 14 Jul 2011 12:24:32 +0000

How to “own” more of the business your customers purchase Welcome to this week’s Tuesday Profit Tip where we bring you real-world ways to Build-Grow-Manage-Profit from your business. My goal is that you earn at least $1,000 an hour for every hour you spend learning and applying our profit strategies. When I was taking my technology company public, we purchased a company that was run by two incredible entrepreneurs, Jessie and Rohit. While we were over-focused on getting new clients, they were focused on maximizing the revenue per client – literally “owning” these clients. And the results spoke for themselves. They were by far the most profitable division we had, and this fact caused me to pay close attention. You see, they learned that getting new clients was extremely difficult in the competitive arena of technology. They also learned that they could penetrate deeply and “mushroom” out (expand) into many more opportunities within these same customers, and as they did, they developed stronger relationships, had more opportunities and actually became harder to replace. In their case they used this strategy to dramatically, and I mean dramatically, increase revenue per client. As an example, they landed a large telecommunications client (namely due to confidentiality) with a small $10,000 strategy job. Rather than send in their $90 an hour consultants (as the bid provided for) they staffed it with a $225 an hour stud (at the same price). This brilliant move ensured the client was delighted and it also enabled the stud to “ask around” and identify other projects that were coming up.

Turning $10,000 into $26,000,000 Methodically

The result? The $10,000 job turned into over $1M per month, for 26 months! That is $26,000,000 for a $10,000 job! Mushrooming is all about focusing on meeting more of the needs of your customers. It is about:

Understanding the client’s needs
Understanding how you (and a joint partner if needed) can meet their needs
Building relationships with multiple decision makers
Maintaining “stealth insider info” so you know what they are buying and from whom (and it will be you if you focus on this strategy)

Mushrooming applies to many types of businesses& perhaps all.

If you are a chiropractor it means understanding all their health issues and nutritional issues so you can meet more needs, and understanding their families needs as well
If you are a parts supplier to major corporations it means finding other purchasing agents that are not buying from you – both within that physical division and other divisions/locations
If you are a duck farmer it means getting out and visiting your customers to verify you are the sole supplier… and if not, what you must do to be that
If you are a seasonal specialty item company that sells into large retail chains it means learning what other seasonal items the same buyers that trust you need/sell so you can create it or partner with someone that would die to have those relationships
If you are a carpet cleaning company it means learning about their needs for rug cleaning, repair, furniture cleaning, padding, and perhaps even other household cleaning needs

Mushrooming Protects Your Market and Margins

In Jessie and Rohit’s business, the strong presence in these accounts often meant they had little price pressure. Why? They were trusted, reliable, and fair. So margins were awesome! I used this same “mushrooming” strategy to protect my market share in my national medical record company. What started as a new concept developed by two of us quickly became a field of 1600 competitors, all who looked and sounded the same… sound familiar? So, to protect ourselves, we mushroomed deeper by developing other services our hospital clients needed. This made it more difficult for the competitors to duplicate our offerings and it entrenched us more solidly in the hospitals we were in. We continued this year after year, which I am confident, was a big part of our remarkable 94% client retention rate over 8 years. So “own” your customers and profit like never before. Apply this strategy and ProfitNOW™. To your success, Scott D Hallman PS If you are already a Small Business Growth Club member or are interested in accessing the step by step process for fully implementing strategy going directly to http://www.smallbusinessgrowthclub.com/public/352.cfm.

Is Your Compelling Offer Actually Alienating Your Prospects?

Scott Hallman — Thu, 23 Jun 2011 12:10:52 +0000

When the government was offering its highly touted “cash for clunkers program,” I heard a commercial on the radio for an auto dealership that really brought home a major problem I see small business owners making every day. The car dealer was berating the governments program… saying that by the time the majority of people got qualified and completed the mountain of paperwork needed to complete the transaction, the money allocated for the program would be gone. The dealer then went on to proclaim that any customer buying from them didn’t need to worry about this situation at their dealership. Instead, they would instantly discount all of their new cars by the same amount the government was offering, so come on in and buy from us today… no hassle, no problems, simple and easy. Yeah right… if ONLY! Is there anyone remotely alive today that actually believes this garbage? Now granted, this dealer isn’t lying… they will indeed give you the same amount the government is promising… but the way they do it is to discount the car that amount from the “sticker price,” which we all know is already over-inflated by close to that exact same amount they’re offering. Unfortunately, most people show up expecting this wonderful discount and then realize they are more or less being exposed to a “bait and switch” routine. Ahhh, the auto industry. Is it any wonder why most people would rather go to the dentist for a root canal than visit a dealer showroom? Are You Making This Same Mistake? My point is this. Are you doing something similar in your business… perhaps without even realizing it? Do you promise your customers excellent customer service? Most businesses do, don’t they? And then when you try to call them, you get a nightmare handed to you as you try to navigate through a maze of voicemail messages that never mention the problem you’re calling in with… and never allows you the option of speaking to a live human being. Excellent customer service??? What about your offers? Every business, no matter what you sell, should have at least one compelling offer. So what are many businesses using to entice prospects to “give them a try?” They offer them a 30 day “free trial for $1.” This allows them to capture your credit card number and billing information. Then at the end of the free trial, they will “automatically” provide you with their product or service on a monthly basis, and charge your credit card automatically so there’s “no hassle” for you whatsoever. And of course, you can “cancel” anytime between enrolling and the thirty day trial period. That’s a very compelling offer for someone truly interested and qualified in buying what you sell. Unqualified prospects (those who either don’t really want you sell, or can’t afford what you sell) will never take you up on this type of offer. Even for a buck, they simply won’t take their time knowing they aren’t really interested. Good! That’s what this type of offer is designed to do… “pre-qualify” a serious prospect and eliminate the unqualified ones so they don’t eat up your precious time, energy and effort. So what’s the problem with this type of offer? Nothing, except for one thing. How many of these offers have you personally subscribed to lately? If you have, did you ever try to “cancel” your trial before the thirty days expired? Good luck! Many of these types of offers become your worst nightmare when you try to “opt out” of the service. They either make it next to impossible to locate the proper way to unsubscribe by “hiding” it on a landing page smothered in articles and information (think fine print)… or they require you to complete pages of paperwork before they accept the cancellation. Although these unscrupulous practices are now starting to diminish, the reason for that involves the fact that so many “web shoppers” have had this happen to them, so they no longer subscribe to these types of offers. If you’re using this type of offer for your business, now you know why your “opt in rate” is lower month to month, and will probably continue to decline in the future. Look over your business processes carefully and see if you spot any deficiencies that may be creating a roadblock stopping your customers from buying what you sell… or interacting with your business in an enjoyable way. In today’s economy, it can mean the difference between surviving… and thriving.

Attracting Leads & Clients

Scott Hallman — Thu, 02 Jun 2011 10:22:45 +0000

Should Your Content Aim for Traffic or Conversion

Which type of content attracts reader attention… bringing you more traffic and more eyeballs on the page? Which type of content converts… bringing you more customers and sales? And how do you roll out a strategy that maximizes the twin impact of attraction and conversion? Easy answer… head to your local newsstand. The best attraction and conversion techniques are hidden between the pages of two very different magazines: Cosmopolitan and The New Yorker. Cosmopolitan articles attract Why does a Cosmo-type article attract more attention…

75 Crazy-Hot Moves with Your Man
10 Cheap Fun Date Ideas
Lose 10 Lbs. in 10 Days…eating all you want

We find it impossible to walk past anything that gives us seven, seventeen or seven hundred ways to do or achieve something. We’re greedy, and we’re attracted to articles that feed our lust for excess – even excess information. Most of the articles are just bullet points stacked up against each other that go on forever. Sometimes there’s some meat to the bullet points, but often (especially in Cosmo) it’s just bullet points. This of course gives you the feeling that you’re learning something – and you are – but there’s no depth to the knowledge. Cosmo-type articles are light reading. And we like light reading. Gossip magazines sell like hotcakes for a reason. And just in case you’re thinking attraction is strictly a women’s-interest magazine strategy, you’ll find men’s magazines do it too. Men’s Health and Money always includes light-reading articles on their covers like “How to Get Rock-Hard Abs” and “7 Secrets to a Richer Retirement.” In fact, for years Men’s Health ran essentially the same four covers over and over again. They figured out the headlines and formats that were most effective and they just kept running the same ones. Add light reading and a huge list together and what do you get? The promise of a lot of information without putting much work in to get it. No wonder we find them so attractive. Cosmo-style content gets retweeted, shared on Facebook and sent around all the other social media channels more often – because everyone knows other people are attracted to this kind of format. And by sending it on, it makes the person who posted it seem more attractive by association. If you create content that offers Cosmopolitan-style headlines and light, easy-reading body copy, you will get the same results that Cosmo has gotten for decades on end. And those results are very good indeed. New Yorker articles convert The New Yorker produces in-depth, well-written articles that drive home a specific point. When you write content in that same style, you impress the heck out of your reader. They see you’re smart. They see you know what’s going on. And they see you can tell them something they don’t already know. That impression is so powerful that the reader is compelled to investigate further to see what else you can tell them. The more in-depth content they find, the more they think you’re a smart person to check in with often – and the harder it is for them to resist the “subscribe” or “buy” button. This doesn’t just apply to text, but to video and audio as well. An in-depth piece in text, audio or video sucks you in. The more time you spend reading, listening or watching something, the more likely you are to follow up with the source. Those of you who have read the back-of-magazine articles at The New Yorker might be worried this means you have to write incredibly long articles. You don’t. Being interesting is far more important than going on and on about a topic, and even The New Yorker has plenty of short pieces that still offer great insight. For a New Yorker-type article, you need depth, detail and analysis. Those three things empower your reader a lot more than Cosmo-style fluff. Put more in-depth detail and analysis in your writing, and you’ll see your conversion rates skyrocket. So which is the best strategy? It depends on you, of course. Your free offers… or your website- just like some print publications – are driven almost entirely by Cosmopolitan-style headlines and copy. Others are driven by the New Yorker style. But you don’t actually have to choose. You’ll notice that even Cosmo includes at least one in-depth article per issue. And The New Yorker always has a couple of short, lighter items up front. You can use both of these strategies at the same time. And you should. A strategic mixture of both types of content will not only attract a larger number of clients, but also get you much greater conversion. You can also interlink content, so that Cosmo-style content leads to more in-depth New Yorker-type content. Or a Cosmo-influenced headline can pull the reader into a piece with more depth than Cosmopolitan ever dreamed of. In print, magazines normally separate the two styles. The front of the magazine has mostly short, light pieces; the back has longer, more in-depth pieces. Online, you get to be more flexible. You can drive them from light material to deeper, more detailed content so they get a brilliant mix of both kinds of pieces (you’ll get great SEO benefits, too). They’ll be more attracted to you at the same time they’re inclined to convert and check in with you daily. If you want to attract attention (that means more traffic, more readers, and more social media sharing), go with Cosmo-style articles. At a minimum, make sure you’ve crafted a drop-dead attention-grabbing headline. If you want conversion (that means subscribers and paying customers), lean toward New Yorker-influenced articles, with plenty of depth, detail, and thoughtful analysis. And if you want both, give your readers both. Why settle for just one approach? This is the critical information we teach our clients every day. If you’re ready to learn more about this powerful business growth information, or just need help building your business visit us at www.smallbusinessgrowthclub.com.