Have Something Good To Say
The most critical element of advertising sounds pretty simple - have something good to say. But, if you don't get this right, you can just forget about everything else...because your advertising will fail miserably without something good to say.
The great business philosopher Jim Rohn probably summed it up best in his lecture about communications. He was talking about personal communications, not about advertising, but the principles are identical. He said, to be a master communicator, all you've got to do is follow this simple three-step process:
1. First, have something good to say.
2. Second, say it well.
3. Third, say it often.
In terms of marketing and advertising, having something good to say means that you've innovated your business sufficiently so that you've got something unique that's worth advertising. Saying it well has to do with advertising in such a way that it gets people to notice and take action. As for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.
More on this tomorrow.
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Have Something Good To Say - Adult B2B Marketing Tip
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