Once you know what you’re saying and who you’re saying it to, spell it out in one sentence. “Marketing will convince young, professional, suburban males that AAA Grass Seed will produce a lawn that their neighbors will envy.” This is your marketing strategy, and every ad, commercial, letter, or communication of any type should agree with it.

Now that you have a focused message, pound it home. You’ll find that once all of your communication is on strategy, your individual tactics work together and become much stronger than they were separately. And that will make a dramatic difference in your business!

Notice precision of proof: 53%, not 50 or even 55. A Nevada doctor as opposed to just any physician. An 18 day average, not 15 or 20. Believe it or not, a specific number will actually pull better than a rounded one even if rounded one seems more favorable. Why? Because rounded one smells like what it is: hype. Details are believable. Vagueness isn’t.

Put proof with your promise, and give it some detail. It will sell better than all hype you can conceive.