On Tuesday, March 31 at 9 AM PDT or NOON EDT there is an online panel discussion that is #2 in a 5 part series sponsored by HP.

Tomorrow’s topic:

Creating Marketing Materials That Educate

The panelists include my good friend, John Jantsch, Founder of Duct Tape Marketing, Cliff Atkinson, Author of Beyond Bullet Points, Amy Nelson of LogoWorks, and Chanpory Rith, Publisher of Lifeclever.


The panel maintains that now, more than ever, creating marketing materials that attract interest and build trust builds business!

CLICK HERE . . . so you can register online!

I’m listening to Clark Howard, the popular radio show host whose claim to fame is to help people, “Spend Less, Save More and Avoid Getting Ripped Off!”.  

Earlier today, I was with a client whose claim to fame is help her clients create a business where the “Employees are Happy, Customers are Loyal and Competitors are Very, Very Nervous!”.  At a recent meeting with yet another client, I heard her claim . . . “We manage your books so you can manage your business”.  “Odd” I thought.  “Only two claims there”.  So I suggested a third . . . “and have a life!”.  It just seemed to work.  

untitledThere’s just something memorable about making three (3) claims about your business.  Like prunes.  Two may not be enough to do the job you want.  Four may be overkill and asking for trouble!  

Remember this power of 3 . . . and find 3 things you offer that make you memorable and valuable to your target market.

What makes your business memorable? Attractive? Prefer-able?

Emotion! Specifically, an emotional connection with your prospect.

It can be . . . ANY thing . . . you don’t quite expect but still find emotionally delightful. A pattern interruption. ANYthing, get it?

Enter Southwest Airlines.  Actually, a crew member named David.  David definitely knows how to connect with his passengers!  😉


Long known for doing things differently, their culture supports flight attendants in taking chances, within reason of course, to ‘stand out’ from the crowd of “Me-Too” airlines.  This is an example of how to do that . . . quite effectively.

In Session 3 of The Marketing Club, we drill down into how to create ‘attractive’ messages for your business.  Messages that capture attention and attract response. But until you can attend that session, settle back and enjoy a ‘message’ that connects with these Southwest Airlines passengers . . . very nicely!


This is a cute one.

I just got an email from a salesperson for an extremely large, renowned international company asking (very nicely!) what my current level of interest in using their service is, if any. She goes on to challenge me by asking if she should just “remove me from her database”.

OK, here’s the joke.

I have been a client of this firm since last October! Happily so, too.

Apparently, while the ‘move’ to ask me to “________ or get off the pot” is one I personally admire, it isn’t appropriate. Not here, anyway.


First, because it isn’t necessary—I AM a client.

Second, it reflects a gross ignorance of her knowledge of who I am and where I’m at vis a vis buying her company’s service. Read more