Category Archives: Sales Gold
The Donut Rule
by David Tandet The most profound grant writing rule I ever learned is “the donut rule.” A long time ago, an interviewer asked William Rosenberg, founder of Dunkin’ Donuts, the secret of his success. Rosenberg answered, “Give customers what they want, not what you want.” Actually, that’s similar to an idea echoed by grant guru
The Greatest Sales Letter Ever
by David Tandet The greatest sales letter is “I”- from a “you” perspective. Thinking about a product’s benefits to consumers is a start. It simply doesn’t go far enough. Say the corner bakery wants to compete in the convenience breakfast market selling donuts and coffee curbside. You’ve been hired to write the first ad. What
Samsung’s Wow, Simple & Inclusive
by David Tandet Samsung had to find a way to separate itself from the rest of the global electronics market. How are they doing it? By being Wow, Simple and Inclusive. The product has to be “Wow” enough to catch consumers’ imaginations. In the crowded electronics arena, that can be a tough one. But for
Branding Happens
by David Tandet Branding happens. A relationship occurs between your business and consumers whether it’s the one you’re hoping for or not. Take things in the direction you want them to go. Are you a neighborhood hardware store that folks enjoy mulling around in? But you take your time on that special order? You might