Michael B. Pavlish

#1. START WITH WHAT THE PROSPECT WANTSMost 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...

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,...

This is a unique marketing secret that can skyrocket leads, sales and profits.For your business, do what expensive marketing and copywriting consultants do. Work on and develop marketing breakthroughs to test.Unless this is done, the business will...