A small business owner was sharing his frustration with advertising. He told me he had a hard time telling all that he did in one message. I told him that’s where he was making his mistake. In “City Slickers," Jack Palance tells Billy Crystal he needs to find his one thing. Jack had it right. It’s a lesson we can all learn about our marketing. Each message you share with your target audience needs to offer one clear idea. One thing. If you try to put multiple ideas into one message, the consumer won’t remember any of them. Here’s another example. Get a handful of tennis balls and toss them to someone. Read More...

Tags: marketing, advertising