the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays takingI was just rereading Jeffrey J. Fox’s marvelous book, How To Become A Marketing Superstar this week, and had to start jotting down some notes to pass along. Fox has a wonderful knack for distilling his hard-won wisdom into two or three page chapter nuggets that others would have to teach an entire college semester to get across.

Here are a few of my favorites:

• NEVER USE WE. Eliminate the personal pronouns “I,” “me,” “we,” “us,” or “our” in advertising, packaging, sales literature or anywhere else in marketing communications. “We” is about the marketer and its story. “We” is in the first person. “We” is a bad proxy for your brand name or company name. Your job is to draw the customer into the conversation by focusing on her and her story, her concerns, her headaches, her wants. Your job is to build brand awareness, not “we’ awareness…Never use “we,” “us,” or “our” in the headline. The advertisement is not about you, it is not about your success or experience or hard work. It is about the customer and what the product will do for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
• SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking
  About Personal Loans
  What are personal loans? They are unsecured loans that a borrower obtains for various purposes. This type of loan is often used to consolidate outstanding debt into one monthly payment, but it can be used for other things such as paying for a wedding, a vacation, or something similar. It is an unsecured loan because the borrower doesn’t put any assets up as collater
  my favorites:

  • NEVER USE WE. Eliminate the personal pronouns “I,” “me,” “we,” “us,” or “our” in advertising, packaging, sales literature or anywhere else in marketing communications. “We” is about the marketer and its story. “We” is in the first person. “We” is a bad proxy for your brand name or company name. Your job is to draw the customer into the conversation by focusing on her and her story, her concerns, her headaches, her wants. Your job is to build brand awareness, not “we’ awareness…Never use “we,” “us,” or “our” in the headline. The advertisement is not about you, it is not about your success or experience or hard work. It is about the customer and what the product will do for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
  • SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking
    What is Entrapment?
    Question: What is entrapment?Criminal Defense Lawyer: Entrapment is a defense raised by a defendant against a criminal charge that claims the crime would not have occurred if government agents had not induced the defendant to commit the crime in the first place. In other words, entrapment claims the police conceived the idea for the crime and pr
    customer into the conversation by focusing on her and her story, her concerns, her headaches, her wants. Your job is to build brand awareness, not “we’ awareness…Never use “we,” “us,” or “our” in the headline. The advertisement is not about you, it is not about your success or experience or hard work. It is about the customer and what the product will do for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
  • SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking
    Mortgage Loans: Surviving the Bush Economy
    The Federal Reserve has no immediate plans to stop raising interest rates. The real estate market is rapidly cooling and home values in some parts of the country are declining. How can you protect yourself financially from an economy in a tailspin? Here are tips to help safeguard your financial well-being.With the housing bubble poised to burst under the curr
    o for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
  • SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking
    Why the U.S. Real Estate Market is Slowing Down?
    As of June 2006, the sales in the U.S. real estate market have decreased for the eighth time in the last 10 months, directly accountable with increasingly mounting interest rates. Nonetheless, a certain level of consumer confidence has boosted, contrary to expectations.Statistics show a 1.3% drop in home resales as it fell to a 6.62 million annual rate from May’
    the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking action right now?
  • DIFFERENCES. If you flip through any small stack of magazines you will quickly find many examples of ads that inform of such things as “our people make the difference,” or “little details make all the difference,” “feel the difference,” or even, “the right choice makes all the difference.” These are all signs of lazy marketers who have not taken the effort to think through what makes their product “different.” And yet it is these differences that are your selling points and even your competitive edges (or are they just "wishful differences” with your competitor having the real competitive edge.) If the marketer is too lazy to think through the differences and articulate them, how can he expect the customer to do it for him? If you can’t illustrate to the customer why your widget is different and better than the Brand X widget, he will either choose based upon price, or by what his cousin Ernie thinks he once heard someone say about your brand).

  If you haven’t read How To Become A Marketing Superstar yet, go pick up a copy. I’d loan you mine, but I’m still rereading it.

  COPYRIGHT(C)2006, Charles Brown. All rights reserved.