Use This Quick 3-Question Evaluation Process, So You Can BeSure Your Message Will Sell!

EVALUATION #1: "Well, I Would Hope So!" When you make a claim,don't think about it in terms of words coming out of your mouth.Think of it in terms of words entering your prospects ears.Then you'll realize how ridiculous some claims actually sound.

Whenever you make a claim, ask yourself if the prospect willimmediately echo this response: "Well, I would hope so!" Forinstance, an insurance agency faxed me the following reason tochoose them over their competitors: "We will be there for youwhen you have a claim." Well I would hope so! You're aninsurance agency! Isn't that what you do?

Statements like this have as much meaning as the haircuttertelling you that your hair will be shorter after it's cut, or asthe gas station attendant telling you that you'll have more gasafter your tank is filled. Always, always, always ask thisimportant evaluation question whenever you make any claim.Avoid pointless claims and it will improve your effectiveness by500% immediately.

EVALUATION #2: "Who Else Can Say That?" Pay close attention tothis one. The question is not who else can do what you do. Thequestion is who else can say what you say. And, the answer tothat is "just about anybody and everybody". We consulted withan auto repair facility that was, by FAR, the most awesomebusiness of its kind in their area of influence. They putcompetitors out of business every year and monopolized theirmarketplace in the process. Small problem: Even though no otherbusiness could even come close to performing at their level,their yellow page ad looked virtually identical to all of theircheesy competitors.

Try This: Look at your ad and compare it to your competitors'ads. If you can cross out your name on your ad and replace itwith the name of your competitor or vice versa, and the ad isstill valid, you failed the test! You failed to distinguishyourself from your competitors. You failed to differentiateyour business. You look like everybody else!

EVALUATION #3: The Specificity Challenge. I could write anentire book on this subject. But, suffice it to say for sakeof this newsletter, you need to quantify all of your claims.Businesses generally fail to create a compelling case to buytheir product or service. Instead, they merely ask theirprospects to buy without justifiable, rational reasons. Quantifyyour business in terms of:

1. Specifically, How Are You Different?

2. Specifically, Compared To What?

3. Specifically, Why Can You Do That?

4. Specifically, What's Your Advantage?

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

You need to realize that your business is on trial. You're theattorney. And it's a life or death sentence. Your customers andprospects are the jury. What will you say that will convincethem to buy from you? What kind of specific evidence can youproduce to PROVE beyond any reasonable doubt that they'd be afool to not buy from you? Use your evidence to build andpresent your case.

Good luck with your marketing efforts.

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If you would like a FREE Ad Evlauation of any advertising piecesyou may have, simply email to: support@mymondemand.comor fax to: (650) 649-2221. We will apply these evaluations,plus a few additional and provide you with a quantitativeassessment of your ad piece(s).

About The Author: Marc Gamble, the author, teaches business owners, entrepreneurs,and professionals how to acheive bigger, bottom line resultsfrom their advertising & marketing efforts without spending moretime, effort, or money. Learn marketing strategies and tacticsto separate yourself from your competition and become theobvious choice to do business with. To learn more about how toimprove your own Marketing Efforts and Achieve Better Results,visit: http://www.MYMOnDemand.com/vpc1_mgnm
Email: mgamble@mymondemand.com