f west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. PerfAn Attention Deficit Economy Research we conducted during the past year shows that 83% business owners and managers state that their biggest problem is finding new leads for their businesses. Yet most pursue direct mail, advertising and telesales hoping to build awareness and win business almost overnight!! The reality though is that little is achieved – largely because everybody is pursuing the same commodity based tactics!

But what if we aim to build a reservoir of leads for the future with real attention making tactics in the heart of our niches and so let our reputation appreciate in the minds of a sufficient number of potential buyers? Such a strategy would have to communicate with prospects and customers in a way in which our business is different from every other business – in an attention deficient economy.- Bluntly stated we’ve got to get out of the commodity business. We have got to stake a claim on a simple idea - or position - in the minds of our prospective customers to build a reputation so that we can generate more leads.

Our gates are never knowingly under wrought! This is what I mean. Consider John. John heads up a metal working company, in the heart of west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. Perfe

lmost overnight!! The reality though is that little is achieved – largely because everybody is pursuing the same commodity based tactics!

But what if we aim to build a reservoir of leads for the future with real attention making tactics in the heart of our niches and so let our reputation appreciate in the minds of a sufficient number of potential buyers? Such a strategy would have to communicate with prospects and customers in a way in which our business is different from every other business – in an attention deficient economy.- Bluntly stated we’ve got to get out of the commodity business. We have got to stake a claim on a simple idea - or position - in the minds of our prospective customers to build a reputation so that we can generate more leads.

Our gates are never knowingly under wrought! This is what I mean. Consider John. John heads up a metal working company, in the heart of west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. Perf

the minds of a sufficient number of potential buyers? Such a strategy would have to communicate with prospects and customers in a way in which our business is different from every other business – in an attention deficient economy.- Bluntly stated we’ve got to get out of the commodity business. We have got to stake a claim on a simple idea - or position - in the minds of our prospective customers to build a reputation so that we can generate more leads.

Our gates are never knowingly under wrought! This is what I mean. Consider John. John heads up a metal working company, in the heart of west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. Perf

t to stake a claim on a simple idea - or position - in the minds of our prospective customers to build a reputation so that we can generate more leads.

Our gates are never knowingly under wrought! This is what I mean. Consider John. John heads up a metal working company, in the heart of west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. Perf

f west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. Perfect Metal is a unique blend of design and build and, here's the key, no one else in his niche is offering anything like the concept. Prospects like the sound of it and are asking to know more. It's too early to tell but I suspect this point of difference will open a lot of doors for him. The discovery now opens up the way for John to begin to introduce such a message into all his promotional materials

Turning deficit into surplus

21 Ways to Create a Promotable Messages that Sells

1. Outstanding promotional messages are only ever read by one person at a time – so write to the one person who is reading your ad., leaflet or brochure at any one time.

2. People are quietly begging to be led. Most people want to be told what to do, how to do it ad why to do it where we don’t have the expertise or the benefit. But they’re also wary of being manipulated So give customers as much direction as possible to lead them to a higher level of certainty that serves their best interests.

3. Turn your message into a headline. Would it stand out in your daily newspaper? But avoid headlines with double-meanings or word puns. Some customers won’t appre