Marketing: Are You Focused?
In early 1992, President George H.W. Bush was riding high. He was sitting on an almost unprecedented 80% approval rating following the first Gulf War. Conventional wisdom pegged him as a shoe-in for a second term.
Arkansas Governor Bill Clinton faced an uphill battle. He was largely unknown at the start of 1992, facing a very popular incumbent. Worse for him, his opponent "owned" foreign policy. There was no way to successfully attack him on that front.
So what did the Governor's campaign do? They got focused. They found (or created, depending on your politics) a chink in the President's armor: the economy. Every word that came out of the campaign's collective mouth had something to do with the state of economic affairs. And just so no one would even think about changing the subject, signs were posted in campaign headquarters across the country that read, "It's the economy, stupid!"
By November, the formerly "unbeatable" President was out of a job. That is the power of a focused message.
Are your marketing communications that focused? Or do you have one message on the radio, another in print, and still another online? If so, your messages are actually competing with each other instead of your competition.
But a wonderful thing happens when all of your "voices" are singing from the same sheet of music: each strengthens the other and together, they dramatically increase your business. You're spending the same amount of money, but getting vastly greater returns.
A focused message helped the Governor of a small state defeat a President. It can help your smaller business obliterate large competition. That's smarter marketing.
Lisa Packer, author of "How To Dramatically Increase Your Business... Without A Blockbuster Budget" and "7 Ways To Get A Pay Raise From Your Web Site" is an independent Copywriter and Marketing Consultant. Find out how to get these two reports, plus more helpful articles like the one you just read at http://www.dramatic-copy.com
Dramatic Copy: The Right Words Make A Dramatic Difference.
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International Herald Tribune - AP, The New York Times PESHAWAR, Pakistan: The death toll in a devastating suicide blast has reached 35, officials said Sunday, as Pakistan prepared for Benazir Bhutto's widower to take over as president. Pakistan's Zardari urged to change image and focus Pakistan's Zardari prepares for presidency Publ.Date : Sun, 07 Sep 2008 13:14:31 GMT Fannie, Freddie Capital Concerns Prompt Paulson Plan (Update1) - Bloomberg
Bloomberg - By Dawn Kopecki and Alison Vekshin Sept. 7 (Bloomberg) -- Treasury Secretary Henry Paulson decided to take control of Fannie Mae and Freddie Mac after a review found the beleaguered mortgage-finance companies used accounting methods that inflated their ... Video: Obama Calls for Changes in Mortgage Giants RPT-US Treasury sets news conference;GSE plan expected Publ.Date : Sun, 07 Sep 2008 12:59:54 GMT Michigan spared sting of West Nile - Detroit Free Press Detroit Free Press - BY SHERI McWHIRTER • RECORD-EAGLE • September 7, 2008 TRAVERSE CITY -- West Nile virus hasn't seriously bitten Michigan this year and seems to have spared the state's northern reaches. Yes, the mosquitoes were nasty this summer Aerial survey being conducted to find mosquito breeding grounds Publ.Date : Sun, 07 Sep 2008 07:53:44 GMT Health Buzz: Immunosuppressive Drug Warning and Other Health News - U.S. News & World Report
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The Associated Press - TORONTO (AP) - The Coen brothers' new movie gave John Malkovich a chance to blow off some steam. Malkovich's seething character in "Burn After Reading" bursts out in perpetual tantrums, a nice exercise in anger management, according to the actor. Toronto Film Festival vs. Brangelina – Who Gets the Spotlight? Pitt Rocks to Madonna Publ.Date : Sun, 07 Sep 2008 13:31:53 GMT Reuters Entertainment Summary - Washington Post Washington Post - VENICE (Reuters) - Eleven days of red carpet galas, 21 films in competition and countless interviews, photo calls and parties at the Venice film festival boiled down to just one man in the end -- Mickey Rourke. Aronofsky Gracefully Wrestles Golden Lion Out Of Venice Buyers mixed on Toronto films Publ.Date : Sun, 07 Sep 2008 10:41:41 GMT Federer is set for his fifth consecutive US Open final (Keystone) - Swissinfo
Swissinfo - Switzerland's Roger Federer has won his semifinal at Flushing Meadows against Novak Djokovic of Serbia in four sets, 6-3, 5-7, 7-5, 6-2. Video: Federer Beats Djokovic to Reach US Open Final Federer Reaches Final Before Rain Publ.Date : Sun, 07 Sep 2008 13:38:36 GMT RSS For Web Pages |
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