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Try this secret to turnaround your marketing and advertising

Try this secret to turnaround your marketing and advertising

July 28, 2011

The most effective marketers follow what we call the 8 Laws of Marketing. Like a sail, the POOBA (Promise Of an Overt Benefit Always) is the power that drives the most effective marketing and advertising campaigns. A quick search on this site will give you more details about the other 7 Laws of Marketing.

Want a quick and easy way to make a dramatic impact on your marketing and advertising?

It doesn't cost a penny to do and it will seem so obvious that you'll kick yourself for not doing it sooner.

And it's amazing that it's still a secret among the best marketers in the world because it works so well. Yet, very few marketers actually do it.

Here it is '

As you go through your marketing pieces such as your brochures, letters, website copy, mailers and even your ads, replace words such as 'we,' 'us,' 'our,' or 'I' with the word Y-O-U. Why? because everywhere you say 'we' or 'I' you're talking about yourself or your company. Guess what? Your prospects don't care about you!

They only care about themselves ' and what you can do for them. That's why the more you can say 'you' in your copy and talk directly about the wants and needs of your prospects, the more they'll listen to you. As soon as you start using words like 'us' or 'our,' they'll tune you out. Try it. It's a great exercise.

Why does it work so well? Because it takes advantage of one of my 8 Laws of Marketing ' the Law of POOBA. Seasoned readers know it well as the Promise Of an Overt Benefit Always. And when you focus on Y-O-U, you're focusing on the benefits of your prospects.

Take a look at most of the ads in the fitness industry. Most violate this fundamental law and they're begging people to join their fitness club. They're making the most common mistake of all ' they're trying to sell features: 'We have 105 machines ' we have a 15,000 square-foot facility ' we have an Olympic size swimming pool ' we have 26 personal trainers'' No one cares! What prospects care about are themselves ' not you.

What's the key? Determine the pain or challenge your prospects are wrestling with. Then, show how your prospects can benefit from the solutions you can offer.


We went through this exercise with one of our fitness clients and we came up with a long list of 'pains' its prospects deal with every day. So we picked the top 12 and every month we're focusing on a different pain, such arthritis, and how prospects can benefit from alleviating those their symptoms by working out at the fitness club. Every month we focus on a pain/solution in the marketing.

It's a very different approach ' and extremely powerful. Here's another tip: Try 'flagging' your benefit, which means limiting the benefit to a small segment in your market. Most people have a tough time trying to figure out a big, bold benefit for their entire audience so it's easier to focus on just a niche.

Then appeal to just that niche. One of the best ways to do this is to use the word 'Attention!' in a headline, in a brochure, on a mailer, on a website or in an ad. Here are several examples:

  • Attention: If you have diabetes or know someone who does, this is for you'
  • Attention: If you are balding'
  • Warning: If you're paying too much in taxes'


When you use words such as 'Attention' or 'Warning' you're saying, 'This is for you.' And the more specific the better.

Stay tuned. Next week, I'll explain how to create a big, bold promise you'll need to deliver a POOBA your hungry fish can't refuse.

Always taking you from where you are to where you want to go,


Jon Goldman, President