Here are a couple of things I've written down and posted on the inside of cupboard doors so that I review them often.
Dr. Gary North on writing advertising:
"Who says? So what?"
In any advertising, endorsements are golden. But the endorsement must relate to a benefit your target wants. This is a tricky combination
Joe Girard on sales:
"What can this customer have that no one else gets?"
Each customer ought to feel unique. What can you do to achieve that?
(I forget who, maybe Girard...):
"How is our product (or service) worth more to them than their money?"
This can be tested in the sales process. All of these should be called out whenever you are marketing. Good luck!
Feel free to forward this by email to three of your friends.
Dr. Gary North on writing advertising:
"Who says? So what?"
In any advertising, endorsements are golden. But the endorsement must relate to a benefit your target wants. This is a tricky combination
Joe Girard on sales:
"What can this customer have that no one else gets?"
Each customer ought to feel unique. What can you do to achieve that?
(I forget who, maybe Girard...):
"How is our product (or service) worth more to them than their money?"
This can be tested in the sales process. All of these should be called out whenever you are marketing. Good luck!
Feel free to forward this by email to three of your friends.
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