Change Their Lives – Even For A Day

Why do people buy “things”?  Sometimes they buy them because they need them.  Sometimes because they want them.  Still, there are times they buy for far more deep-seated reasons – and that, my fellow marketeers, is what we strive to understand and to emphasize.

For the hundreds of thousands of words I have written as a marketing consultant advice, I always tried to have one primordial thought behind my madness.  “Make the lives of my readers better.”  Whether it’s better permanently or simply for an hour or a day, I feel I have done my job.

I always pitied the copywriters who just tried to sell.  Hard pitch – soft pitch, fast pitch – slow pitch.  It made no difference – they just wanted to sell.  I was encouraged by one of my early supervisors to find something wonderful about the product or service of which I was tasked to write.  “Be proud that you get a chance to tell people about the marvelous benefit of this product and show how the product will make their life better.”
The make-up will create a more attractive you
The car that shouts (or whispers) something good about you
The vacation that will give you a lifetime of wonderful memories
The dress that will rekindle your relationship
The house that will give your family a home

Products are merely “things”.  What we make of them, what we expect of them deep down in the recesses of our psyches, are why we buy them.  Believe me, if you think about it, everything from a pen to a lamb chop can make our lives better and thus justify the choice you make.

So when you’re writing your next product description, post card, or webpage think about something wonderful that, like Cinderella’s glass slipper, will make the life of your customer better!

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I am a marketing and advertising consultant located in the Phoenix, Arizona area.  I give my clients advice and assistance based around messaging.  My business is writing and I love sharing my marketing tips, insights and secrets with you.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to


Take Away The Risks Of Buying… And Sell More

For all who sell to remote customers either online, via catalog or by direct marketing, here is a virtually foolproof way of increasing your sales.  Remove the barriers to buying from your customers as much as possible.
When consumers buy remotely – especially when they haven’t done business with you before – there is always some fear present.  Will I get what I ordered?  Will it be as described?  Do I have that much money?  What if it doesn’t fit or the color isn’t as shown?  What if it breaks?  What if I just don’t like it?

It is a critical goal of your marketing to alleviate the fear by using Risk Reducing, trust-inspiring measures such as:
Unconditional Money-Back Guarantee
Try it before you buy it
No restocking fee
Easy payment plan
Perfect fit Guarantee
Strong product warranty
Do this and customers will feel more confident in buying from you – and that leads to more sales.

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As a long-time marketing consultant offering online copywriting services, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to

Don’t Copy The Mega-Marketers

SBOs (Small Business Owners) are unduly influenced by Mega-Marketers like Proctor and Gamble, Coca-Cola, GEICO and McDonald’s.  They read about them in books, magazines and blogs.  They study their advertisements and try to emulate them (“We should do something like that.”).  And they cause themselves untold grief.

These behemoths of marketing use a formula that, if copied by the average SBO can bring financial ruin.  Their formula is this:  Creativity + Repetition = Awareness.  Boiled down to its essence it says this, “To create Brand Awareness


1. “Grab attention using the most creative, unexpected and provocative images, statements and characters in your advertising
2. Repeat, repeat, and repeat!

When small businesses try to copy that formula they fail because they don’t have the money to carry it out.  C+R=A relies on putting your message in front of your prospect as many times and in as many places as you can.  They can afford the production costs, airtime, and mailing costs.  P&G will spend upwards of $1 Billion and six months to introduce a brand.

If you don’t have their budget, don’t copy their methods.

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As a long-time marketing consultant in Arizona, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to and follow me on Twitter @MA_TWIZDOMS



To Sound Like An Expert – Hire One!

Harry Beckwith, award winning marketing author and speaker, has it right. “If you want to sound like an expert – hire one!”  This is true not only for high-profile CEOs but also for forward-thinking SBOs (Small Business Owners).

Whenever you put yourself or your company out to the public, via websites, brochures, advertisements, sales calls, networking events, etc., you want to put your best foot forward.  And that foot is your Unique Branding Message.


Too often, SBOs decide that since they’re experts in their particular business, they are equally as expert in creating the messages that make prospects and customers sit up, take notice and listen.

Unfortunately, this is far from the truth.

If you’re an SBO and want to market your business successfully, do what CEOs do – hire a professional copywriting service to craft and articulate your Unique Message – and then communicate that message every chance you get.

It costs less than you might think and will return dividends for years.

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As a long-time copywriter, I love sharing my marketing tips, insights and secrets.  Interested in learning more valuable stuff that could help improve your marketing life?  Go to

Contact me, the marketing consultant in Arizona for Valuable tips.