To Educate, Motivate AND PROTECT: "We got into estate planning before it was the hot area of legal practice because we have... CONNECTING People: “A career change, whether lateral or vertical, is a significant moment in someone’s... Critical Success Factors. The Key to Exposing Demand.: Let’s get the new year started off on the right foot by simplifying what many lawyers... Don’t Rob Your Prospects of Their Scarcest Resource. And What Not to Say When Marketing.: Ever notice how many people want to steal your scarcest resource? They crave a piece of... California Case Summaries Civil™ Organized Succinct Summaries of New Civil Cases: CALIFORNIA SUPREME COURT - Torts - T.H. v. Novartis Pharmaceuticals Corporation (2017) _... What Are the Most Important Functions of a Good Law Firm Website?: While there are many components to a good law firm website, today we're going to cover a... Community News – February 2018: Umberg Zipser LLP is pleased to announce that Jeff Reeves has joined the firm as its... “Getting to Know You”: The song title is famous and by taking the same approach the Tax Law Office of Luis E... Why Are Law Firms Falling Behind?: This news ought to be deeply disturbing to managing partners and lawyers everywhere,... Being a True Giver When Networking: Over the past 10–15 years there has been a dramatic increase in the number of people...
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RSSAuthor Archive for Tom Trush

Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

Don’t Rob Your Prospects of Their Scarcest Resource. And What Not to Say When Marketing.

Don’t Rob Your Prospects of Their Scarcest Resource. And What Not to Say When Marketing.

Ever notice how many people want to steal your scarcest resource? They crave a piece of your time—often for their own benefit. But this theft isn’t only limited to people … each day hundreds of marketing messages attempt to rob you of your time, too. So how do you decide where to direct your attention? […]

The Wrong Approach to Selling Professional Services

The Wrong Approach to Selling Professional Services

A dangerous epidemic continues to wash through the business community, especially among professionals selling services. In fact, the problem is so prevalent that I gave it a name— “The Juswanem Syndrome.” Sounds a bit odd, doesn’t it? I’ll explain what it means in minute. But first, let’s set the scene … As I mentioned many times, […]

Seize Your Reader’s Attention and Erase Doubt From Your Marketing Copy

Seize Your Reader’s Attention and Erase Doubt From Your Marketing Copy

Drafting the Headline During the last century, countless advertising and marketing experts have crowned it king of the copy castle— the most critical element in any promotional piece. This status is well-deserved. After all, the headline is your first opportunity to grab your prospect’s attention. If you fail to attract eyeballs and communicate a reason […]

8 Sure-Fire Tips for Enticing Readers In Your Marketing Materials

8 Sure-Fire Tips for Enticing Readers In Your Marketing Materials

Because I’m a copywriter, my opinion is likely a little biased, but I truly feel the power of the pen is mightier than the spoken word. When listening to someone, the words we hear are rarely repeated—unless requested—and they don’t have the same “staying power” as a phrase permanently placed on a piece of paper. […]

6 WORDS THAT WILL MAKE YOU A MARKETING SUPERSTAR

6 WORDS THAT WILL MAKE YOU A MARKETING SUPERSTAR

You’d probably hear several words repeated, such as “sales,” “selling” and “promoting.” But it’s likely many would miss mentioning a critical piece in the marketing process—something you need before anyone considers spending a single cent with you. Trust. That’s why I came up with the following definition: Marketing is the process of establishing trust in […]

4 FACTORS THAT DETERMINE BUYER BEHAVIOR

4 FACTORS THAT DETERMINE BUYER BEHAVIOR

In one of its latest commercials, Samsung, for example, seeks to push away the status-seeking crowd often associated with Apple products. In fact, the company blatantly alienates a huge audience. Is this a smart move? Well, I’m not a fan of attack tactics. But I understand the reasoning behind Samsung’s strategy. The company’s marketing staff […]

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