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Use a Catch-phrase to Make Your Sales Catch Fire

LAWS of the MARKETING JUNGLE
By Geoffery Moore

 

 

Imagine a guy who tries to build a fire in his fireplace.  He puts in newspaper, kindling, stacks the logs—but there’s no fire.  Why?  No spark.

Does this describe your marketing?  You may have all the elements of a marketing campaign—ads, Web site, direct mail, etc.—but somehow it’s not catching fire.  Maybe the only thing missing…is a spark.

Today’s law is: your advertising campaign needs a spark, a big idea, something that makes it catch on and catch fire in peoples’ minds.

Aim for Everybody to Know Your Name

LAWS of the MARKETING JUNGLE
By Geoffery Moore

 

"Sometimes you know you want to go where everybody knows your name."€  That'€™s a line from the opening song for the TV show, Cheers.

And what's good for a bar is good for business!  Today'€™s law states that: Job #1 of your advertising is to get your name known by more and more people.

Obvious?  Perhaps, but how many times have you watched an entertaining TV commercial and then found you couldn't remember the product name?  Happens all the time, right?  What a monumental waste of money!  And these are big, supposedly smart companies!

If consumers don'€™t know your name, they can'€™t look you up and call you.  On the other hand, the more people do remember your name, the more they'€™ll begin to feel they know you–€”and people like to call a name they know.  They think, "€œThese guys must be all right, I see their name around town a lot."