People, on average, don”t want the lowest price. You can verify this fact by noticing that not everyone drives a Ford Focus or a Hyundai. Did you know that in a given supermarket, Coke and Pepsi combined outsell the store brand cola by a margin of about 12 to 1? And unlike cars, there just [...]

If the problem with most of the advertising out there is lazy communication, then logic would tell you that good advertising can be created by implementing the opposite of lazy communication…and the opposite of lazy communication is precise communication. Specific communication. Deliberate communication. Specificity is one of the most valuable tools of the master communicator. [...]

Our Adult B2B Marketing program is about getting more results and making more money with the same time, the same capital outlay, and the same effort. All you have to do is change what you”re saying so that it works better. You can learn to change your advertising to leverage your marketing and gain and [...]

You know that in order for your advertising to be effective, you need to think of your ads as an army of tiny salesmen that work on straight commission. In order for this to work though, your ads have to be properly structured – from a selling standpoint – to get the biggest impact. When [...]

I”m going to give you the most important tip I can give you right here, right now. Ready? Here it is: Make sure your writing style is simple and conversational. Don”t write like an English professor; write the way you talk. This is the biggest trap of all for most people – they start writing [...]

The Key To Their Success isn”t necessarily based on how good they are (Inside Reality), but rather on massive advertising repetition. Microsoft, McDonald”s, and Coca-Cola advertise for the sole purpose of building distribution and BRAND awareness. They do Image Advertising. Their ads attempt to marriage a lifestyle feeling to their product so you”ll get that same [...]

“Who Else Can Say That?” Is an excellent question you can use to evaluate your writing – especially your headlines. Pay close attention to this one though, because the question is NOT, “Who else can do what you do?” The question is, “Who else can say what you say?” And the answer usually is…anybody and [...]

Understand “The Educational Spectrum” And You’ll Increase Your Sales Do you ever notice that when you”re in the market to buy a car, you notice almost every advertisement for cars on TV, radio, and in the paper? You even notice all those cars with prices shoe polished on the windshield in supermarket parking lots. You [...]

If Not, There Are Only A Few Possible Reasons Your Prospects Buy Elsewhere… When we talk in our newsletters about owning your market, most people initially think we”re just trying to be catchy and cute. On the contrary, we”re dead serious. When we say “separate yourself from the competition…then eliminate them,” we mean it literally. [...]

There are many different ways To evaluate your advertising. Of them, this is one of the easiest evaluations to do, and possibly one of the most revealing. Pull out one of your advertisements and take a look at it. Now, grab a black marker and cross out your name Everywhere it appears in your ad [...]