Processes >>> Idea

You produce sales by persuading people to act!

This is no easy task.

Your customers naturally act in what they believe to be their own best interests. Your customers know that everyone else acts in their own best interests too. So they are inherently skeptical about the offer YOU are making.

The best IDEAs specifically target your BEST potential customers...arouse their curiosity... and become the framework that holds the marketing piece together.

The IDEA may be a new offer. It may be a compelling benefit that was hidden and is now brought to the foreground. Or it could be that one little fact... hidden in the mountain of information about your product or service... that lights a fire under your potential customer and drives them to action.

Ivory Soap is an example of a classic IDEA using a seemingly trivial fact -- "99 44/100ths Percent Pure -- It Floats" -- turned into a successful campaign. They make a specific, unique believable claim. Chances are good that you, too, have an interesting story or two that could be used to create a unique, successful ad campaign.

While you may have some advertising success without it, a great IDEA will take your sales to a higher level - Mad Cash!

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