Using formulas in the business life

If your clients are contacted through the Internet or direct mail marketing campaign, the so-called Borden’s formula can be a very useful thing.

This comes from Richard C. Borden, head of New York University. He used this formula to originally make his classes more exciting, but it is perfect for attracting attention in offers, advertisements, letters.

The Borden formula

The formula includes 4 simple steps:

1., “Who cares….”

Say something that will make the other look up, that will erase the other’s indifference or carelessness and will make them immediately look up at you, will take you into consideration.

2., “Why am I talking about this”

Explain why it is important for the OTHER, why you want to talk or write to him or her. After this, tell your “story” very shortly, aiming to the point.

3., “For example….”

Tell the Other person one or more real life examples that illustrate and make your point more realistic.

4., “So what?”

Help the other Person get to the conclusion that you want him or her to get: why is it good, important for him or her, etc. if he or she does what you are asking him or her.

The Borden formula is a very efficient method, but you should never forget that writing marketing and advertisement texts is a separate profession. There are still lots of other tricks and methods, with which you can continuously develop your base of knowledge.

Read more about it in my book Creating Business Value.

 

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Discovering the source

– So how is business? – I tried to release John’s thoughts.
– Well, business sucks. – he replied shortly, but for me these words were more than enough to understand that his revenue is down.
– What happened?
– The economy sucks and our sales numbers are down. – he started – We are working more and more every day, but we are gaining less and less results.

Suddenly John hang his head and I started to feel his very honest pain. I knew that I should be quiet and give him some space and time before he continues.

Continue reading “Discovering the source”

The Nightmare

I am lying on my bed. My body is still, the silence in the room stands still. Almost every intake of breath can be heard. You can almost hear as this stillness is crunched by the chilling of my breath. The air is almost on the verge to snap. This is not calmness anymore. I am scared. It is in the middle of the night, I am sleeping, dreaming and I am in a state of fear. This feeling pierces through my bones. Drops of sweat run through my body, I start to gasp and I keep on hearing those voices. Stronger and stronger. Voices that do not want to cease.

– Come down to Earth!
– Stop being a dreamer! Go and find a real job!

They are stronger every night, they penetrate always more aggressively in the secret corners of my mind.
– You will never get out of this!
– Why do you want to make a change? Just accept that the World is just as it is and accept your destiny – the voices keep saying.

These are voices that I know. Family members, so called friends and other supporting people around me. Are they really supporting me? Or do they just want to take away my aim? I often have doubts.
– Why would You be the One to reach it?

Continue reading “The Nightmare”