KARON: Good Point! Now let me ask you this... how do you respond to statement that branding is just for big boys?

ROB: JUST THE OPPOSITE!!!! The less money you have, stronger your brand has to be, because you rely more on your users evangelizing for you. The big boys have WORST brands because they tend to buy their way out of their problems.

KARON: So, as small business owners, we have to have complete package - we have to have it all together for our branding to "work"?

ROB: Of course. Remember, that point of Big Time Branding is to "turn users into evangelists for your brand”. Otherwise, what's point?

KARON: So how do we do that? I realize it's a process and not a 2-step "thing", but give those that have done little or nothing with branding a starting point.

ROB: The problem is that branding has to be done from outside in, because that's who brand is for -- people who DON'T know you. Most business owners are too focused on what they've got to sell, not on how they can be "the best solution to other people's problems."

KARON: Boy do I agree 100% with you on that!! With copywriting (my specialty) it's same way! If you don't know your target audience - can't really get inside their minds - your copy will just be a list of nicely worded facts.

ROB: Exactly!

KARON: OK... then tell me this... What is most widely made mistake when trying to brand yourself or your product?

ROB: The most common mistake is not heeding Prime Directive: "Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as only solution to their problem." KARON: Amen to that!!

ROB: They just keep cutting their prices and thinking it's a sales or advertising issue. They keep looking in wrong places.

KARON: And we know for a fact it is not pricing. That's why people pay $15 more for FEDEX. That's why people pay $68 for Liz Claiborne jeans instead of $25 for Lee.

ROB: Got that right!

KARON: Wow! Some good info here, Rob. I appreciate it very much. Well, any closing words of wisdom?

ROB: I would add that everyone out there is constantly selling, selling, selling. Big Time Brands know that while advertising grabs their minds, branding grabs their hearts. People invest their non-rational loyalties into brands that help them. Make a hero out of your user and you'll turn them into brand evangelists.

KARON: And since "most buying decisions are emotional", you have to hit 'em where they live :-)

ROB: Yeah, it's okay to build a business strategy where part of it is to have people like you!

****** Also, here’s a Business Essentials Subscriber Freebie… you can visit http://www.RobFrankel.com/frankelaws.html for some inside information straight from Rob’s book “The Revenge of Brand X”.

Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ezine article services. Subscribe to KT & Associates' Ezine "Business Essentials" at join-businessessentials@lyris1.listenvoy.com or visit her site at http://www.ktamarketing.com.

3. Get Real! Use real-life examples in your copy. Reach your customers on their level by identifying with them. Instead of something like, “You can get more organized and stay that way” say “You’ll be able to find your keys in 5 minutes or less and never again wonder if you or your spouse is supposed to pick up kids today.”

4. Get emotional! Most buying decisions are emotional. Your ad copy should be, too! Bring out their frustration, their anger, their greed. Whatever situation calls for, use those emotions in your copy. Example: “After you throw plunger across room and SCREAM… call ABC Plumbing.”

5. Benefits, benefits, benefits. I know you’ve heard it 1,000 times, but you simply must fill your copy with benefits. Always answer question, “What’s in it for me?”

6. Show them they’ll get results. Tell your customers what life will be like AFTER your product or service solves all their problems. By showing them that they will get their desired end result, you make a very persuasive argument for your product.

7. Be their friend. Let your copy portray you as “easy-to-like”. Show your customer that you’re their friend who is willing and able to help instead of just another business who wants them to buy.

When you put focus on people with money… people who keep your business up and going, you can work wonders with your copy. You’ll see your sales improve if you just quit selling!

Most buying decisions are emotional. Your ad copy should be, too! Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ezine article services. Subscribe to KT & Associates' Ezine "Business Essentials" at join-businessessentials@lyris1.listenvoy.com or visit Karon’s site at http://www.ktamarketing.com.