Messaging | Evan Horowitz Advising

Dealing with Cheap Alternatives to Hiring You

I recently advised a lawyer who was exasperated from a conversation with a potential client. “This guy kept comparing us to Legal Zoom!” he told me. “How can he compare the customized service of our highly-skilled legal team to a one-size-fits-all template downloaded from a …

Want to Sell More? Stop Trying to Serve Everyone

They say “variety is the spice of life,” and one thing most of us business owners enjoy is that we get to do lots of different types of work, with different types of customers. There are many benefits to this variety, but today I want …

What You Want To Sell Isn’t What They Want To Buy

We love helping our clients achieve the greatest possible success. But sometimes, it seems like they themselves don’t want that. Many clients only want the most basic, stripped-down version of what we offer. And other clients ignore our suggestions for proactive, preventative work, and only …

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How to Get Awesome Testimonials

Wish more people would hire you with less questioning and fuss? Get stronger testimonials. When potential clients are balking about price, stalling, or otherwise skeptical, it’s because they’re not 100% convinced you can deliver incredible results. You can (and probably already have) told them everything …

How to Take High Road & Still Make More Money

It’s election season here in New York City, and a lot of candidates’ marketing is designed to highlight the flaws of their opponents. I’ve received many mailings that basically say, “My opponent is a liar,” or, “My opponent is evil.” It made me think how …

Your Stuff is Awesome, But Prospects Don’t Understand

Why is it that your past customers rave about you, but prospective customers often don’t realize how much you have to offer them? It’s so frustrating when they don’t “get it” and they don’t buy. It’s because conventional marketing is selling you short! I’ve developed …

How to Communicate Bad News to Customers

Stuff went wrong, now you have to tell your customer. Here’s 5 steps to keep the conversation constructive in a tough situation.

Formula for a Killer Elevator Pitch

Want people to perk up and say WOW! when they hear your elevator pitch? Here’s a simple formula. First of all, beware of some common errors people make when introducing themselves: Bottom line: If you’re missing any of the key ingredients in a powerful elevator …

How to Keep Prices High and Still Close the Sale

Ever feel like you need to give a price concession in order to close the sale? WAIT!! Even experienced negotiators encounter this situation all the time. But they’ve got tricks to keep their prices high AND close the sale. Here’s four that I use ALL …

What Small Business Can Learn from Super Bowl Ads

You may not have the $3.7 million to buy a 30 second Super Bowl ad for your business, but there’s a lot we can learn from all the money that’s spent airing–and analyzing–these ads. Super Bowl ads are always entertaining to watch, but are they …

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