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Marketing to top-most execs, using events, and learning
the persuasive power of quantitative gains arguments
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Building a division from scratch, I developed all these methods to market Professional Selling Skills, which became under me the all-time industrial training best seller. I gather it still is, more
than two decades after I closed the first sale and began building a marketing and sales organization that numbered 65 people when I left.
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Then I became vice president of a venture capital company where we planned, got funding, and launched 6 ventures. For most of the companies, I became their marketing executive during their startup phase.
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As founder and president of TeleSession Corporation, built a 70 person organization to market and deliver word-of-mouth using telephone conferences for professionals, including doctors, IT managers, and
large-acreage farmers. In our running over 4,000 sessions, we learned how to invite people with over 30% acceptance rates, and how to get consensus and decisions via word-of-mouth group discussions.
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Persuasion Design consulting for marketing,
advertising, and sales in a variety of new media |
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In the last 18 years, I’ve consulted in 30 industry categories, working with every medium, developing programs to multiply results.
Often I developed and installed unusual methods such as executive-briefing events, word-of-mouth letters and ads designed to “reset the standard and disqualify competitors,” and ads that take a learning-gift approach to the reader. All these methods are perfect for the Web, my focus since 1995.
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Always a mission of using new media to
get extraordinary results |
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I love results -- not just “tune-ups” but big improvements of 2 to 5 fold. So, I only take on projects where I see fundamental improvements that I can introduce (or poisoning elements I can remove).
And I love knowing exactly why something works. That makes it possible to explain recommendations to clients, collaborate more effectively, and multiply results yet again -- in a continuous improvement process.
The key to this has been to identify the psychological principles that underlie the communication, do the creative work, revise, test, measure results, and then repeat the cycle. This is a
developmental-laboratory approach to results.
Internet marketing makes the whole results-multiplying cycle an order of magnitude faster.
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