7. Great Brands have a clear identity! Successful brands know themselves and what they are about. They have become clear regarding their own boundaries and need to position themselves for success considering all possibilities in whole. Sometimes knowing what NOT to do is key to brand identity.

8. Brand building is a marathon not a sprint! In today's world of possibilities and global exchange, only thing is brand. Price has been shown to be superfluous in presence of a strong performing brand. People want dependability...a known quantity that differentiates itself from pack of also-rans. People want to feel important and they leverage that through brand identification. Building a brand is a constant and continuous journey...a long-term approach.

9. Brands are involved! Brand builders consistently show up at right time, in right place and in right way. A knack for great brand building is precisely knowing when to say when. Consider your brands identity, your branding intention and your brand investment and make continuous deposits towards building brand equity.

10. Brands benefit consumer! What is your feature-benefit ratio? If people are not better off having used your brand, you're in big trouble! That takes two loci of action, one being; that you as a brand manager place your brand in a position to succeed or . . . don't do it. Two; that benefits appear to consumer in a holistic way. It's kind of like brand that keeps on giving.

Buckminster Fuller is credited with saying that "when you flush a toilet, it goes somewhere." When people use your products and services, same thing happens. If you sacrifice long-term value in a holistic sense for some short-term gain, you are endangering your brand equity!

© 2003 JSC Marketing, LLC – All Rights Reserved.

Be clear, don't write about what everyone else is writing about, take a subject and put your own slant on it. Your thoughts may be piece of information that customer needs right now. Always tell your prospect what you can do for them in first few lines with a clickable link or email that can get them either to your website, autoresponder, or you quickly without wasting their time. Keep all of short and concise to point. This is what I can do for you, this is how my product can solve your problem. You can buy product here, you can get more information about product here.

After reading a lot of copy what I always do is skim for bottom line. I did a survey of 500 subscribers and ask them what made them read an article, ad or sales letter. They all said it got to point quickly, it told them what product could do for them quickly, and it gave them clear directions of how to either get more information or buy product. So keep in mind keep your copy short and to point. Be sure and offer clear directions about how to buy product, tell customer what problem this product will solve for them.