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With Naomi Finkel, owner of Say It With Words


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.

We also deconstruct several of Naomi's marketing pieces, and Naomi critiques an ad written by Paula B.

Samples of Naomi's work. Click on the thumbnails to see larger images.

Interviewee: Naomi Finkel
Host: Paula B
Date: January 20, 2008
Running time:  57:07
File size:  27 megabytes
Rating:: G
Naomi Finkel's Web site: Say It With Words

Purchase Naomi Finkel's book at