Jeremy Cohen
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Articles by this expert
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Article
How to Boost Holiday Sales with Your Ads, Sales Letters and Web Site
Why do your clients purchase your product or service? Ultimately, people with whom you do business come to understand, at a detailed level, exactly how you can help them. Additionally, anyone who pays you for what you sell must trust the quality of your product or service. They also must perceive that what you have to offer is more valuable than what your competitors offer. And of course your prospects must be asked to become clients. However, before you can have the opport
December 1, 2005
Article
Five Ways to Improve Your Marketing Material with Fewer Words
You can sell more by writing less. If you are like many small business owners you may unwittingly suffer from “too many words” syndrome. It occurs when your marketing material features extra words that don’t contribute to creating new business. When your marketing material is too wordy you blur the clarity of your marketing message. The less clearly your prospects understand how you can help them the less likely they are to buy from you. You want your marketing message to c
September 9, 2005
Article
Transforming Problems into Sales
My silent fish tank was no more. Enough water had evaporated to make the filter gurgle. It was highly annoying and I knew I wouldn’t be at ease until it was silent again, so I filled the tank. Did I fill it to satisfy a want or a need? Does it really matter? Probably not. The gurgling tank was an unacceptable problem that required a solution: more water. I was able to solve the problem on my own. If it had turned out that my fish tank gurgled because my filter was broke I w
March 28, 2005
Article
Make More Money with Marketing Metrics
Do you know how effective each of your individual marketing tactics is? Many small business owners market in a vacuum. They spend money on brochures, advertisements and web sites with no real way to tie specific results to specific endeavors. If you are unable to associate leads and sales with the specific marketing efforts that generate them you have no way of knowing what is working as an effective marketing mechanism and what is not. The money you invest in marketing you
March 14, 2005
Article
Are You Using a Chess or Checkers Small Business Marketing Strategy?
Until the day I learned to play chess I loved playing checkers. Both games require a strategy that maximizes a player’s ability to capture her opponents pieces without first losing her own. Checkers was fun. But the complexities of chess lead to more satisfying victories and defeats. Chess is a more complicated game than checkers as there are more variables. Therefore, much more thought and concentration is required to win a game of chess than is required to win a game of ch
March 6, 2005
Article
Give Your Web Site a Small Business Marketing Tune Up
Your web site is like your car. Both are significant investments that require the right features and regular and proper maintenance to ensure maximal satisfaction and performance. Your car is a finely tuned machine. You bought it not only to get you from point A to point B but also perhaps to have some fun and look good as you go. If you purchased your car new its engine had no wear. To keep it running like the day you bought it you maintain it regularly: you change the oil
February 15, 2005
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