The enviable marketing position that's yours for the taking

By Tom Trush
 
Legendary copywriter Gary Bencivenga recommends what I believe is the ultimate barometer for testing any marketing piece.
 
While his suggestion specifically focuses on advertising, there's little chance the responses to your marketing materials won't improve when you apply it. The truth is, however, few people will dedicate the effort required to create promotional pieces that meet the high standard Gary suggests. 
 
This is good news for you because it presents an incredible opportunity.
 
But before I explain why, here's Gary's advice :
 
Make your advertising too valuable to throw away.
 
The concept is simple, but the execution is anything but easy.
 
You see, too often marketing is viewed as a repetitive practice of placing logos, product descriptions and prices, facts about services, and contact information in as many locations as possible - actions that rely on blind luck and do little to address what prospects truly want. 
 
To make your marketing materials valuable, you must create exceptional content. Fortunately, you have the ability to deliver unlimited value to your prospects by giving them information that helps address their problems related to your product or service.
 
In turn, each time you share your knowledge, you further establish yourself as an authority in your industry. And wouldn't you agree people prefer working with experts they know, like and trust ? 
 
So don't wait around for someone to designate you an expert. Grab that title today - it's your position ! 
 
You don't need a large audience ... you don't need a big budget ... you don't need any special equipment or training ...
 
You just need the guts to give advice (even better if in a public setting), share what you know and demonstrate why you are an authority.
 
Remember, each time you start writing a marketing piece, you begin with a blank document - a virtual piece of paper that's worthless.
 
However, as you add words, the value increases based on the knowledge you share. The more you reveal, the greater the value.

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© Trey Ryder
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