Does Your Advertising Make You the Obvious Choice to Do Business

There is a concept in business that we marketers call the confidence gap. The confidence gap is defined as a potential customers inability to determine whether the products or services of a given company are any better, different, or worse than the competition's.

The confidence gap exists in every imaginable industry and in most cases the gap is growing wider all of the time.

Case in point: go to the yellow pages and look under the roofing section (or any section for that matter) and see for yourself if, plus or minus 10%, every ad says basically the same thing. 'Dependability, service, 80 years of experience'.blah, blah, blah.'

Going by the yellow pages alone it's almost impossible to tell who will really offer the best service, the best overall value, and exactly what you need as a customer. It would be helpful if some ads said, 'We stink, we won't deliver on our promises, we'll quote you one price and then charge you another,' but they don't. Every company good or bad is essentially saying the same thing. As consumers we know that not all companies are equal ' but how can we tell? Hence, the confidence gap.

But, this problem is not isolated to the yellow pages. Take any medium ' TV, radio, print, or brochures and compare what competitive companies are doing. You'll see very quickly that there is almost no significant differentiation. Oh, sure, one company may have a red ad and another a blue ad. One company may have a catchy jingle and the other may not, but it's still hard to tell which company is actually better or even which company gives greater promise of being the best choice.

One area of marketing that is atrocious for most businesses is their brochure. Most brochures are loaded with clich?s, worn out phrases, and platitudes that don't mean anything. Like 'dependability, quality, and service.' Any company on the planet could make a claim like that and you would still have no clue if there business was any good or not.

So what about your brochure? Does it make you the obvious choice to do business with, or does it just widen the confidence gap?

Here is a quick 4-pronged test to give your brochure (or your other advertising) to see if it has the potential of singling your company out as THE go-to company.

1.Does your brochure clearly communicate your USP (Unique Selling Proposition)? Most companies don't have a clearly defined USP. Your USP is what makes you different, better, and unique from your competition. Here are a few famous examples: 'When it absolutely positively HAS to be there overnight.' Of course your know that to be FedEx. The success of this Fortune 500 company was built largely on the strength of this USP that they could absolutely deliver overnight. Here's another one ' 'Hot pizza delivered fresh to your door in 30 minutes or less or it's FREE.' Dominoes pizza, right? You see how they didn't claim to be the best tasting, the cheapest (or the most expensive); they were the fastest'guaranteed.

So what is your USP? Are you the fastest in your industry? Do you offer a level of service and expertise that your competitors can't touch? Does your product do what other products can't? If so, SAY IT! And communicate it clearly. Your USP should be the focal point for your brochure.

2.Are you showing or telling? I'm from Missouri the 'Show-me' state. I guess we are a group of 'we'll believe it when we see it' types. But I don't think this attitude is limited to Missouri, every consumer everywhere would rather see that your product or service will deliver rather than just hearing you talk about it. So how can you effectively SHOW how your product or service works in the confines of a brochure? There are several ways: 1. Testimonials. Good ones show exactly how your product or services have impacted a real person's life. 2. Charts, graphs, and comparison. If you can save people money create an easy to read chart or graph that shows how much you'll save them. If you outperform the competition show that in a comparison of some type. Show you product in use if possible. Showing is always more powerful and more persuasive than telling'

3.Are you speaking the customer's language or your own? Most brochures read more like a brag report or like the CEO patting him or herself on the back rather than offering valuable info to the prospect. Your brochure should be focused on your customer and his or her needs ' not just your company. Yes, you want to show that you have won awards and what not, but you have to go beyond just mentioning your accomplishments and show how you can enrich your customer's lives.

4.Are your speaking in specific or general terms? People are leery of generalities, but more trusting of specifics. If you say you will save people 'a ton of money' that is significantly less powerful than saying that on average your customers save 25% or $100 when they start using your product or service. If you say you are the fastest ' quantify how much faster you are and tell your customer why it should be important to them. Specifics are rich with meaning and are powerful'generalities are worthless. Anyone can say that they are the best. Only a few companies can give the proper specifics to prove it.

Here's your assignment: take your brochure or ads and compare it to your competition's brochures or ads. Now, try to imagine what your reaction would be if you had no previous knowledge of you company, your competitor's companies, or your industry. Would any of the brochures cause you to say 'wow ' I would be a fool not to do business with THAT company?'

My guess is that none will even come close. If your brochure is under performing then go to work on the four things mentioned above.

Don't let your brochure widen the confidence gap ' span that gap. That's where the money is'on the other side of the confidence gap.

About the author: Brett Curry is a Professional Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com marketing@brochures.com This article may be reproduced provided that the above bio is listed with the article.

Author: Brett Curry

Date September 3rd, 2012 Filed in Advertising

Source: http://weeklyplanetpersonals.com/683155-Does-Your-Advertising-Make-You-the-Obvious-Choice-to-Do-Business.html

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Report: Reporter dies in spat with Tanzania police

JOHANNESBURG (AP) ? The Media Institute of Southern Africa says a prominent journalist has been killed in a confrontation with Tanzanian police who were clashing with rallying supporters of the country's biggest opposition party.

It quotes witnesses as saying that Daudi Mwangosi of Channel Ten TV demanded to know why police had arrested a fellow journalist. In the ensuing confrontation, Mwangosi was surrounded and being assaulted by police. Then, the institute says, a blast was heard and Mwangosi was seen lying on the ground before he died.

The institute's Levi Kabwato expressed shock in a statement Monday and said the safety of journalists in southern Africa has become a growing concern.

Tanzania recently banned a newspaper critical of the government and a journalist in Zambia was attacked by a politician.

Source: http://news.yahoo.com/report-reporter-dies-spat-tanzania-police-201841527.html

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Homes from 'Rocky' and legendary sports movies

By Erika Riggs, Zillow

?Many sports movie scenes take place on a field, in a dugout, post game in a locker room or coach's office. But in between great plays and dramatic scores, many of the films feature shots of houses as well.

From the gritty house featured in "The Fighter" to the classic 1950s rambler in "The Sandlot," here's a real estate tour through sports films.

"Rocky"

YouTube

Usually near the top of any list of greatest sports films, "Rocky" garnered a devoted following, three Oscars and five sequels. Rocky Balboa's apartment in an urban Philadelphia building was an iconic part of the first film.

Google

Rocky's apartment still stands in Philly.

Located at 1818 E Tusculum St., Philadelphia,?seen above, the brick building showcased iconic scenes between the boxer and his girlfriend, Adrian, as well as his manager, Mickey. Built in 1920, the residence today is listed as a three-bedroom, one-bath condo measuring 754 square feet.

"The Sandlot"

Scotty Smalls, in the movie runs toward the house.

The classic children's film "The Sandlot" documents the summertime antics of a neighborhood's ragtag baseball team. Set in the 1960s, most of the 1993 film takes place in the empty lot where the boys play baseball, but one character's classic rambler home is briefly spotted.

Zillow

The home featured in "The Sandlot" looks much like it did in the '60s.

Built in 1956, the home at 1556 S 2000 E, Salt Lake City, pictured above, was last sold in 2009 in near original condition. Complete with green shag carpet, leaded-glass diamond-pane windows, beamed ceiling and brass light fixtures, the home looks just as it did 1960. The four-bedroom, three-bath Salt Lake City home sits on a quarter-acre lot and has 1,632 square feet of living space.

"A League of Their Own"

YouTube

Tom Hanks stands in front of the home in the movie "A League of Their Own."

Starring film heavyweights like Tom Hanks and Geena Davis, and featuring Rosie O'Donnell and Madonna, "A League of Their Own" showcased the All American Girls Professional Baseball League, which was established to keep baseball in the public's eye while men were overseas during World War II.

Zillow

The enormous Kentucky home served as a boarding house in the film "A League of Their Own."

Much of the film takes place on the field, but a large, Victorian-era home, above, gets its fair share of screen time toward the end of the movie as the setting for the boarding house. The Henderson, Ky., home was recently listed for sale in 2011 for $799,000. The listing was removed in May 2012. With nine fireplaces, three stories, full basement and five bedrooms, the house at 612 N Main St, Henderson?was more than roomy enough to host the movie's baseball team.

"The Fighter"

Zillow

Christian Bale, playing Dicky Eklund, walks toward the green home in the movie "The Fighter."

Like "Rocky," "The Fighter" was an Oscar-winning film that showcased an underdog boxer. Starring Mark Wahlberg and Christian Bale, the docudrama told the story of real-life boxer Micky Ward and his older half-brother Dicky Eklund.

Zillow

The home feature in "The Fighter" is still a bright shade of green.

Once a boxing contender himself, Eklund lives in the house shown above in Lowell, Mass. The home stands at 28 Smith St, Lowell?and is painted same green shade as it was in the film. The three-bedroom, one-bath home was built in 1900.

"Field of Dreams"

Source: Fox Pictures

A scene from "Field of Dreams."

The white, clapboard farmhouse and baseball field used in the much-loved 1989 movie "Field of Dreams" continues to attract upward of 60,000 visitors each year. So it comes as no surprise that new buyers of the "Field of Dreams" site are reportedly going to develop a portion of the 193-acre farm into "All-Star Ballpark Heaven," a 24-field baseball and softball tournament facility.

Zillow

The clapboard farmhouse featured heavily in the film "Field of Dreams."

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Olympians, Clint help Republicans party night away

The dancing started long before Mitt Romney took the stage, as jubilant Republicans launched a premature celebration, hoping they had picked the right man to oust Barack Obama from the White House in November.

The crowd was clearly in a party mood: Some waving American flags, or wearing red, white and blue sequins, others sporting cowboy hats as they cavorted in the cavernous red, white and blue festooned hall.

Gone for the moment were questions over Romney's conservative credentials and doubts that as a Mormon he might not be acceptable or electable.

For the crowd of more than 4,000 delegates in the cavernous convention center, amid the frenzied chanting and cheering, there was one clear conviction: the millionaire businessman and former Massachusetts governor was their man.

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Romney arrived at the Tampa Bay Times Forum at 9:22 pm (0122 GMT Friday), remaining backstage for around 40 minutes until it was time for him to deliver the biggest speech of his political life.

During easily the most spirited evening of the three-day convention, the crowd became more and more worked up as the program progressed towards its heady climax.

For many, a high point was Hollywood actor and director Clint Eastwood, who obliged the crowd with a recitation of his signature line from hit film "Dirty Harry" -- which they actually finished for him "Go ahead, make my day!"

He followed a group of American Olympians, whose presence was designed to remind voters that the candidate had saved the 2002 Winter Olympics in Salt Lake City from financial ruin.

For Kristen Vander-Plas, from Lubbock Texas, celebrating Romney's ascension meant going home from the last day of the convention with a cherished souvenir -- the signature of 23 of her Republican heroes on her white straw cowboy hat.

The 24-year-old delegate collected signatures from the likes of Texas Governor Rick Perry, former senator Rick Santorum -- the runner-up to Romney in the Republican primary campaign -- and former White House advisor Karl Rove.

"I saw (congresswoman) Michele Bachmann so I just stuck a (magic marker pen) in her hand and she did it, and it's kind of ballooned from there," she explained to AFP.

On the floor of the convention, she waived her hat at Senate Minority Leader Mitch McConnell, and he too obliged.

As the moment approached when Romney was due to take the stage, the crowd seemed barely able to contain its anticipation.

Litster knew exactly what he wanted to hear from Romney, after four years under a Democratic leader praised for his cool likability.

"I'm hoping to hear, 'I'm a rock star.' I wish he would get up there and say 'I'm a rock star, I'm a badass. I can fix this thing'," he said.

He quickly added that he knew the rock star thing was not Romney's style.

"He won't -- he's too conservative to say that. I wish he would. I hope he can brag about himself a little bit. Because he's awesome," Litster said.

"If you really read about him and get rid of the liberal bias that he flip-flops or this or that, he's really awesome," he said.

Romney finally took the stage after a barnstorming introduction by party rising star Marco Rubio, entering the hall to several minutes of cheering and thunderous applause.

The speech was interrupted briefly by three protesters, two women and one man.

"Democracy is not a business!" one of them chanted. "We need to put people over profits!" Delegates immediately started chanting "USA! USA!" to drown them out before they were removed by security officers.

After Romney wrapped up his speech, a crucial prime-time pitch to American voters he hopes will drive momentum for his ticket ahead of the November election, the patriotic anthem "America the Beautiful" was sung.

Then? Time for the after-party.

Against a backdrop screen of fireworks and a massive photo of the candidate and his wife, most of the Romney clan -- the couple have five sons and 18 grandchildren -- took to the stage, balloons filling the air as the James Brown classic "Living in America" rounded out the night.

Source: http://news.yahoo.com/olympians-clint-help-republicans-party-night-away-041038068.html

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An Online Fantasy Football Gambling Site Is Using An Impersonator To Make You Think Jim Rome Is A Spokesperson

When your company's website features a prominent "Is This Legal?" link on its homepage, it's probably in an industry engaging in some kind of questionable behavior. But there it is on the front page of fantasy football gambling site FanDuel, in which we're told that yes, it is legal (in 44 of the 50 states).

Hey, if you're enough of a degenerate gambler to spend your money playing fantasy sports and funnel your money through another company rather than share it with your friends, that's your prerogative. But it's especially sketchy how FanDuel advertises: with a sports-talk radio ad impersonating Jim Rome, running in some cases during Rome's radio show itself.

You can listen to the ad above. It's clearly intended to mislead listeners into thinking it's a) not an advertisement (it opens with "Okay, we're back") and b) being read by Jim Rome. While the impersonator is a relatively crappy one, he uses Rome's characteristic pacing and catchphrases.

Maybe Rome authorized the impersonation, but he's never had a problem voicing ads for any other of his sponsors, so we're guessing this is happening without his approval. And that approval would be necessary, at least as reflected by the law (this is why most radio ads featuring a celebrity impersonator feature the words "Celebrity impersonated" at the end). It's called the right of publicity, and it got Ford Motor Company smacked down by the courts in 1988 when they tried to use a Bette Midler voice impersonator to sell cars. This is the same thing, but even more devious?they're not only implying it's a celebrity endorsement, but that it's happening during programming, not a stopset/ad break.

In the end, is this really any worse than the penis-lengthening snake oil ads that run in heavy rotation on those same sports talk stations? Not really.

Source: http://deadspin.com/5939039/an-online-fantasy-football-gambling-site-is-using-an-impersonator-to-make-you-think-jim-rome-is-a-spokesperson

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