It's easy to think that winning in marketing is about being better at marketing. But great marketing starts way before the copywriter warms up his laptop or media negotiations begin. Great marketing starts with the product or service itself.
You can get a lot more bang for your marketing buck with this simple procedure.
Ninety-nine percent of all advertising is a jumble of hyperbole, fluff, and platitudes. A big yawn. Terms such as "professionalism," "cheapest," "service," "quality," and "convenient" are everywhere. They do nothing to communicate why you're the best value to your customers or how you solve problems that nobody else solves.
You're spending a ton of money every month on advertising. And if your ads are doing their job, the phone's ringing and plenty of qualified leads are being generated. But how do you make the phone ring even when you're not running ads? Simple: branding.
