Summary: The power to persuade greases the wheels of commerce. And while some people are born salesmen, the good news is that persuasion is a skill that can be learned. This week's guest is living proof. She started out as a teacher. Now she's an award-winning copywriter and marketing consultant. Naomi Finkel is the president and creative director of Say It With Words in Westlake Village, California. She has helped hundreds of businesses, including Costco, Mervyns, and Pepperdine University, develop successful, innovative, targeted strategies and campaigns. She is the author of How to Get Big Business Exposure on a Small Business Budget. In this information-rich interview, Naomi reveals: How she made the transition from teaching to business What she does when working with a client What a unique selling proposition (USP) is and why you need one How to understand your target market What special words get people's attention What a call to action is How to measure the effectiveness of your campaign.
