Save the drama for your mama?
marketers say NO!
As Jay Conrad
Levinson, father of Guerrilla
"Find the inherent drama within
After all, you plan to make money by selling
a product or a service or both. The reasons
people will want to buy from you should give
you a clue as to the inherent drama in your
product or service. Something about your
offering must be inherently interesting or
you wouldn't be putting it up for sale."
Found the inherent drama?
Jay says, "Translate that inherent drama
People buy benefits, not features.
do not buy microprocessor
buy stability or even, status.
buy orthoses; people buy reduced pain or
Parents of babies who sleep on their
backs do not buy
cranial molding helmets; they buy a nicely
Your assignment (should
you choose to take it) - Find the major
whatever you offer and write it down.
come directly from the - drama, drama, drama -
feature. And even though you probably have
five benefits, stick with one or two - maybe
three if you feel you have to.
What do people want?
Well, if you're
talking about a car, it might be:
- Stop Global Warming
New section alert!!
I've added a new section that will appear
from time to time - and I've give it the
fascinating acronym YSRCTO (You Should
Really Check This Out.)
Disaboom.com will be the
first online resource to offer comprehensive
medical information and education,
classifieds, social networking and commerce
together in one area targeted to meet the
needs of hundreds of millions of people
currently living with a disability or
functional limitation as well as family
members, friends, caregivers, recreation and
rehabilitation providers and employers.
I saw Outsource Marketing Solutions
newsletter subscriber and blog
Duncan, CPO at
Prosthetic & Orthotic Association
meeting last weekend (for photos from the
APOA meeting, click
here) and he had these kind words to
The marketing tips you send out are very
helpful. I incorporate them into my
Professional Communications class at Auburn
University. The students like the real world
application they provide.
Keep up the great
Chad Duncan, CPO
Marketing Gold Star
AAOP gets a
big gold star for placing this
video on YouTube.com.
That is SO
It's been viewed 797
times so far. Well done, AAOP.
Calendar of Events
"Your Web Presence: The Good, The
Bad & The Ugly"
8/24-8/25/07 TAOP, Dallas,
"Blogs, Podcasts, Lenses - Web Technology Can
Maximize Your Marketing
9/22/07 Women's Health
Annual Meeting Cypress, TX "Custom Fab
Hickory Hills, IL "What's a
England Chapter Meeting
Feedback - Let me have it!
Marketing Gold Star? Firestarter?
Have a marketing success story?