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Is There A Word Doctor In The House?

   By: Theresa Cahill

"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before." -- William Bernbach

I ran across the above quote earlier today and loved it so much it's going to appear inside my Marketing Tips 2 ebook.

And, like many times when we see a new word or hear something in a new way, the oddest things happen.

Today I also received an update from a program I've been participating in since it's inception. So as not to embarass anyone - or myself for that matter - I won't tell you which one.

Suffice to say I've written to the owner of the program numerous times asking for clarification. Sure, I'm no doubt just having a "blonde moment," (no slam intended I assure you!), but the fact of the matter is apparently I am not alone.

The email today says the program is doing very poorly, very little in terms of revenue or use is happening.

And, it's no surprise to me... unfortunately.

Logging into the member's area is a nightmare, and once inside you truly haven't a clue WHAT it is you're suppose to do next.

The emails that come to "help everyone" tend to be even more confusing. Information overload to the point that the point is completely and utterly lost.

Read Williams' words above again and then take it a step further.

It doesn't matter if you truly HAVE built a better mouse trap or have the best program the internet has every seen, if you don't explain it for everyone to fully understand you are doomed to failure.

I have this problem a lot :) Not doom, but having to take something I'm thinking or doing - knowing full well I see the "big picture" - and then making sure, beyond a shadow of doubt, that the person who was NOT in on my brainstorming session will understand it, too.

If they can't follow it, they can't do it!

Yes, "it" may make perfect sense... to you! But, if you're being asked over and over to explain "it" and you are still having problems promoting it or getting people involved, the problem lies not with them, but you!

Many of us are familiar with the words speaking and/or writing "to the lowest common denominator." This isn't a put down, it's a plain and simple fact.

Do choose your words carefully, and, when you THINK you are done, always remember to ask yourself, "Am I saying it correctly?"

If in doubt, seek a second opinion!

© Theresa Cahill - All Rights Reserved. Feel free to distribute this article. Please keep it intact and with the resource box included below.


Theresa Cahill, a two decade veteran of marketing, is the owner of and invites you to take a look at the services of MWA and download helpful information and more at

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