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Institutional advertising tells you how great the company is, or how old and stable they are, or some other frilly, fancy, cutesy and other non-compelling foolishness. Your selfishness kills most of your marketing. From brochures to flyers, and sales letters to advertisements, your marketing message should let your prospects know that you are concerned ONLY WITH WHAT THEY WANT! Anything about you, should always come last...
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Your clients, customers, patrons, patients...whatever you choose to call them, should always come first. Any marketing documents you create should start out by focusing on the prospects wants. Every sentence should show that you understand the prospects wants. Until your marketing efforts focus on the prospects wants, your marketing is handicapped...
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