ospects into customers.

So before we get into the how to say it well, let's spend just a few minutes talking about the first step to successful communication: "Have something good to say." Some people don't expect that they have to actually innovate their business to be successful. But so far, in my ye

If you don't get this right, you can just forget about everything else...your advertising will fail miserably if you don't have something good to say. The great business philosopher Jim Rohn probably summed it up best in his lecture about communications. He was talking about personal communications, not about advertising, but I think the principle holds true. He says to be a master communicator, all you've got to do is follow this three-step process: First, have something good to say. Second, say it well. And third, say it often.

In terms of advertising, here's what that means: Having something good to say means that you've innovated your business sufficiently so that you've got something of value to the marketplace that's worth advertising in the first place. Saying it well has to do with taking what you well and saying it in your advertising in such a way that it gets people to notice and take action. We're going to show you how to use the power of writing and articulating to get more results for the same money spent - say it well. And as for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.

So before we get into the how to say it well, let's spend just a few minutes talking about the first step to successful communication: "Have something good to say." Some people don't expect that they have to actually innovate their business to be successful. But so far, in my yea

t advertising, but I think the principle holds true. He says to be a master communicator, all you've got to do is follow this three-step process: First, have something good to say. Second, say it well. And third, say it often.

In terms of advertising, here's what that means: Having something good to say means that you've innovated your business sufficiently so that you've got something of value to the marketplace that's worth advertising in the first place. Saying it well has to do with taking what you well and saying it in your advertising in such a way that it gets people to notice and take action. We're going to show you how to use the power of writing and articulating to get more results for the same money spent - say it well. And as for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.

So before we get into the how to say it well, let's spend just a few minutes talking about the first step to successful communication: "Have something good to say." Some people don't expect that they have to actually innovate their business to be successful. But so far, in my ye

means that you've innovated your business sufficiently so that you've got something of value to the marketplace that's worth advertising in the first place. Saying it well has to do with taking what you well and saying it in your advertising in such a way that it gets people to notice and take action. We're going to show you how to use the power of writing and articulating to get more results for the same money spent - say it well. And as for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.

So before we get into the how to say it well, let's spend just a few minutes talking about the first step to successful communication: "Have something good to say." Some people don't expect that they have to actually innovate their business to be successful. But so far, in my ye

going to show you how to use the power of writing and articulating to get more results for the same money spent - say it well. And as for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity and cost-effectively turn prospects into customers.

So before we get into the how to say it well, let's spend just a few minutes talking about the first step to successful communication: "Have something good to say." Some people don't expect that they have to actually innovate their business to be successful. But so far, in my ye

ospects into customers.

So before we get into the how to say it well, let's spend just a few minutes talking about the first step to successful communication: "Have something good to say." Some people don't expect that they have to actually innovate their business to be successful. But so far, in my years of experience, it's been the best strategy that I've seen. You've probably heard the old saying that if you build a better mousetrap that the world won't necessarily beat a path to your door. That may be true; but here's a strategy that I've seen fail a thousand times: Trying to use catchy advertising, tricky words or fast-talking to try and sell the same old, boring mousetrap that everyone else is offering. I think whoever said that line about the mousetrap and the world not beating a path to your door just didn't understand the principles that govern successful marketing and advertising.

See, once you have created something that people want - or as the common expression goes, sells itself - then advertising becomes infinitely easier. There's a man named Rossier Reeves who was one of the most successful advertising men in the early days of the business. I know you probably haven't heard of him, but you're probably familiar with lots of things he created, even way back in the 50s and 60s; he most famous for M&M's - "They melt in you mouth, not in your hands." Anyway, Mr. Reeves pointed this out, "Have something good to say," way back in 1965: Here's what he said about writing good advertising:

"The busine