Missing Any Markets Lately? (Or How to Quickly and Easily Increase the Size of Your Market.)

Written by Chris Marlow

Missing any markets lately? That’s a good question to ask yourself if you’ve never given much thought torepparttar disabled. I’m sorry to admit that I really hadn’t, until a client gave me directions to include a TTY telephone number (forrepparttar 108115 hearing disabled) in a B2B print ad.

It’s worth considering thatrepparttar 108116 Internet is a liberating tool for many disabled, and thatrepparttar 108117 disabled could be a significant market for your goods and services. According to a spokesman forrepparttar 108118 World Wide Web Consortium’s Web Accessibility Initiative, these people make up some 8 to 10 percent ofrepparttar 108119 Web-surfing population. That’s a big market to ignore!

In some camps, most notablyrepparttar 108120 non-profit sector, Web page designers are beginning to design for easier access and navigation byrepparttar 108121 disabled. They’re taking into account vision problems, and motor skills problems. And they’re making their software compatible forrepparttar 108122 text readers and Braille translators used byrepparttar 108123 blind.

Are You Asking the Right Questions in Your Copy?

Written by Karon Thackston

Are You Askingrepparttar Right Questions in Your Copy? by Karon Thackston © 2004 http://www.copywritingcourse.com

It’s a common approach to writing copy. You begin by asking questions. Why? To evoke thoughts in your readers' minds, to stir up emotions, and to get customers thinking inrepparttar 108114 way you want them to think. But have you ever thought about how you phrase your questions? Are you doing it in a way that will haverepparttar 108115 greatest impact on your readers or are you just throwing questions on a page?

Behaviorally speaking, not everybody responds inrepparttar 108116 same way torepparttar 108117 same questions. Those with different communications styles will relate in a variety of ways depending on how you phrase your sentence.

Usingrepparttar 108118 DISC Behavioral Profile, let me explain what I mean and show you how you can start askingrepparttar 108119 right questions inrepparttar 108120 right way to suit your customers.

D = Dominance

Those who fall inrepparttar 108121 Dominance category ofrepparttar 108122 DISC profile are described as: in control, powerful, confident, visionaries, and risk takers. These people can be managers, CEOs, high-ranking military personnel, entrepreneurs, andrepparttar 108123 like.

Those who are considered high in Dominance want to stick to business. They expectrepparttar 108124 facts to be presented logically. They want presentations to be clear, specific, and torepparttar 108125 point.

This group of people will respond better to specific “what” questions. For example, let’s say we’re developing a headline for an ultra-fast printer. You wouldn’t want to write a headline that asks, “How Do You Cure a Need for Speed?” That question is vague; it’s not specific, and it begins withrepparttar 108126 word “how.”

CEOs, upper management, and others in this category aren’trepparttar 108127 least bit interested in “how” you do anything. They are visionaries. They look atrepparttar 108128 big picture, notrepparttar 108129 little details. Details are somebody else’s job!

Instead, try rewriting that headline to includerepparttar 108130 word “what” and to be specific, like this: “What Cures a Need for Speed?”

You can see a similar relation in other behavioral styles (I, S, and C) andrepparttar 108131 types of questions people in each prefer.

I = Influence

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