by Chuck McKay | May 16, 2008 | Advertising / Marketing Strategy
Thus far in the Marketing P.A.I.N. Series, you’ve seen the value of talking to your customer about the exact discomfort she’s experiencing. You’re able to identify four stages of pain. You can help your customers to identify with your solution at...
by Chuck McKay | May 7, 2008 | Advertising / Marketing Strategy
Suppose you go to bed Tuesday evening at the usual time, following your usual routine. Wednesday morning you sit up in bed, swing your feet over the side, and are startled as you put your feet into a cold, wet puddle of standing water. You discover that somehow,...
by Chuck McKay | Apr 25, 2008 | Advertising / Marketing Strategy
Most models of effective advertising list getting attention as the first step. Doesn’t it stand to reason that your communications will become powerful when your prospect recognizes that you’re talking to her? That’s the purpose of the Marketing...
by Chuck McKay | Apr 13, 2008 | Advertising / Marketing Strategy
There are three ideas critical to the Marketing P.A.I.N. concept. 1.Nobody buys anything until she becomes aware that the absence of that thing in her life causes discomfort. 2.Your prospective customer will be much more likely to pay attention to your advertising...
by Chuck McKay | Apr 2, 2008 | Advertising / Marketing Strategy
A brand is a trademark or distinctive name identifying a product or a manufacturer. Branding is the process of raising awareness of the advantages of a particular trademark, and building strong emotional ties between customers and products. The advantage in building a...
by Chuck McKay | Feb 27, 2008 | Advertising / Marketing Strategy
Imagine yourself the quarterback of a football team. You understand the game. You know what the goal looks like, and how to score. There’s only one problem. You don’t have any idea of where you are on the field. You could be on your own 30-yard line. On...
