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Marketing
By: Lisa Packer, Fri Mar 17th, 2006
In early1992, 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.
About the author:
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 www.dramatic-copy.com. Dramatic
Copy: The Right Words Make A Dramatic Difference.
