focus your marketing message

In the outstanding business and marketing book, "Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business" by marketing guru and author Lynda Resnick (the marketer behind POM Wonderful, Fiji Water, Teleflora, The Franklin Mint), Lynda makes a wonderful argument for the importance of creating a strong USP that focuses on the leading benefit your product/service provides. I could not agree more.

Lynda also states that you need your sales message to be brief and very to the point to provide maximum impact. She says a good way to do this is to create your message as if it were going to be placed on a billboard with people driving by it at 55 mph. That means making your marketing message about 5 words or less and those words must make a powerful statement. Again, I could not agree more Lynda! Too many companies when describing the benefit they offer have a sales message that is several paragraphs long, and sometimes, several pages. This shows a tremendous lack of focus. Lynda states in her book on page 110, "If your message is a paragraph long, you don't have a message--you have a paragraph." Read that last sentence again as it is one of the most powerful marketing lessons you will ever learn. If you want a marketing message that people will remember, keep it brief (5 words or less if possible) and the words you use must make a strong impact. Remember, you cannot bore your customers into buying.

Now go and buy the book "Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business" by Lynda Resnick. You will learn a lot about marketing and entrepreneurship.

To your business success!

Peter Geisheker, CEO
The Geisheker Group marketing company
http://www.geisheker.com
(920) 471-1638
"We don't help you compete, we help you dominate!"