Feature Article:

Your First Trade Show Booth Display: Eight Success Tips
Exhibiting in a trade show can involve a major investment of money and time. But the financial returns for your business can be excellent if you learn some of the secrets of trade show booth success before signing up for a show and investing in...
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How To Create Instantly Compelling Ads Every Time

Additional Reading

Use This Quick 3-Question Evaluation Process… And You Can Be Sure That Your Message Will Sell!

Evaluation #1: “Well, I Would Hope So!” When you make a claim, don’t think about it in terms of coming out of your mouth…think of it in terms of it entering your prospects ears. Then you’ll realize how ridiculous some claims sound. Whenever you make a claim, ask yourself if the prospect will immediately echo this response: “Well, I would hope so!” For instance, an insurance agency faxed me the following reason to choose them over their competitors: “We will be there for you when you have a claim.” Well I would hope so! You’re an insurance agency! Isn’t that what you do?

These statements are about like the haircutter telling you that your hair will be shorter after it’s cut, or the gas station telling you you’ll have more gas after you fill the tank. Always, always, always ask this important evaluation question whenever you make any claim. It will improve your effectiveness by 500% immediately.

Evaluation #2: “Who Else Can Say That?” Pay close attention to this one; the question is not who else can do what you do. The question is who else can say what you say. The answer is usually…anybody and everybody. We consulted with an auto repair facility that was by FAR the most awesome business of its kind. They put competitors out of business every year-and devour their market share in the process. Small problem: Even though nobody could even come close to performing at their level, their yellow page ad looked virtually identical to all of their cheesy competitors.

Try This: Look at your ad and look at your competitors ad, if you can cross out your name on your ad and replace it with your competitor or vice versa, and the ad is still valid, you failed the test! You failed to distinguish yourself from your competitors.

Evaluation #3: The Specificity Challenge. I could write an entire book on this subject…but suffice it to say for sake of this newsletter that you need to quantify all of your claims. Businesses fail to create a compelling case to buy their product or service. Instead they ask for their consumers business for no justifiable, rational reason. Quantify them in terms of:

1. Specifically How Are You different?

2. Compared To What?

3. Why Can You Do That?

4. What’s Your Advantage?

If You Want To Distinguish Your Business From The Competition… Build A Case Like An Attorney Would.

You need to realize that your business is on trial. Your customers and prospects are the jury. You’re the attorney. And it’s a life or death sentence. What will you say that will convince them to buy from you? What kind of specific evidence can you produce to PROVE beyond any reasonable doubt that they’d be a fool not to buy from you?

Get a FREE Analysis of Your Advertising! Simply email it to support@mymondemand.com or fax it to us at (650) 649-2221 and “Stop Wasting Your advertising dollars.”

Good luck with your marketing efforts.

Marc Gamble

Principal Consultant

MYM On-Demand Virtual Marketing Training Program


Marc Gamble, the author, teaches business owners, entrepreneurs, and professionals how to acheive bigger, bottom line results from their advertising & marketing efforts without spending more time, effort, or money. Learn marketing strategies and tactics to separate yourself from your competition and become the obvious choice to do business with. To learn more about how to improve your own Marketing Efforts and Achieve Better Results, visit: http://www.MYMOnDemand.com. Email: mgamble@mymondemand.com


More Reading:

The Language of Color

Get More Clients using Pull then Push Marketing

7 Ways to Stop Selling Start Building Relationships

Simple Graphic Design

How To Write A Killer

Postcards Make It Rain Referrals

Privacy Reduce your Customers Concerns by Building Trust First

Personal Branding Techniques for Real Estate Agents and Brokers

Website Promotion Pay Me Now Or Pay Me Later

Using Photographs and Graphics In Marketing Your Business

The Language of Color
In a world already full of acronyms and codes, who would have thought that something as simple as color could join in the confusion? Knowing the different color models and how they are used is not only helpful in getting the visual results you...
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Get More Clients using Pull then Push Marketing
Marketing is like rowing. You pull hard on the oars to go forward, then lift them out of the water and push them back to finish the stroke and get ready for the next pull. Once you’ve got the sequence of the stroke right, you and your boat...
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7 Ways to Stop "Selling" & Start Building Relationships
Sometimes we can all use a friendly reminder to keep us from backsliding into old ways of thinking about selling that lead us down the wrong path with potential clients. I was inspired to write this article after a few coaching sessions with...
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Simple Graphic Design
THE TIRES ARE TURNING BUT YOU ARE GOING NO WHERE Sound like a familiar story? So you've got a great concept or idea but you just can't seem to get it down. You have been working on your computer for hours, days, weeks but just can't seem...
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How To Write A Killer Press Release
One of the primary tools still used by PR professionals to garner media coverage is the press release. Now understand the purpose of a press release is to grab the attention of an editor, not to offer a word for word story to a publication. Most...
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