ADVERTISING WORKBOOK-THE PHRASE THAT PAYS D-I-Y ADVERTISING SYSTEM FOR THE SMALL BUSINESS OWNER: WHAT'S YOUR PHRASE THAT PAYS?

A phrase that pays is a short statement-10 words or less is ideal-that communicates your consumer-desired differentiation.

Examples of effective phrases that pay are: delivered in 30 minutes or less, guaranteed (Domino's Pizza) and when it absolutely, positively has to be there overnight (FedEx). A list of the top 10 phrases that pay of the 20th Century, according to Ad Age, are included at the bottom of this page.

My 115-page workbook What's Your Phrase that Pays? Communicate Your Competive Advantage in 10 Words...Or Less includes all the 'how to' information you need to create the perfect phrase that pays for your small business. Click HERE to read a chapter.

The What's Your Phrase that Pays workbook is only $24.95 plus shipping and tax.
Call Mark at 573-808-2349 or e-mail me at mark@accountablemarketing.com to order or for more information.

"To cut through the clutter, an advertiser has to clearly communicate a real reason for consumers to buy from them. What's Your Phrase that Pays? gives small business owners the tools they need to create and implement an effective advertising campaign." Richard H, President, Advertising Agency

A well-crafted phrase is critical to your advertising because: "The evidence we offer here is that customers can quickly name a brand or store when asked what first comes-to-mind for specific bits of information, and that these top-of-mind responses are associated with customers' primary brand and store choice." (Finding out why customers shop your store and buy your brand, Journal of Advertising Research, Nov/Dec '92, Woodside and Trappey III)

You want your phrase that pays to be the first bit of information your prospective buyers remember about you because the business that owns first position is 2x more profitable than the business in second position and is 4x more profitable than the business that is in third position (Reis and Trout, Positioning).

When you read What's Your Phrase that Pays? and work through the 24 projects, you'll learn:
 
1) How to dramatically improve the return on your advertising investment;
2) How to create advertising that motivates now buyers to buy from you today;
3) How to position your business first in the long-term memory of future buyers;
4) How to beat the 'big boxes' at the cash register even if your price is higher;
5) The consumer-desired differentiation only you can offer for which consumers will pay you a premium;
6) How to communicate your differentiation in 10 words or less-your phrase that pays;
  7) How to do reliable consumer research quickly and at no cost;
8) How to schedule your advertising campaign for maximum reach and effective frequency;
9) How to generate employee 'buy in' so your staff is eager to help you succeed; and more!

To order your copy of the workbook call Mark at 573-808-2349 or email mark@accountablemarketing.com. Phrase is only $24.95 plus shipping and tax.

"The Situation Analysis" (Project #9) form Mark provides is worth the price of the book all by itself. I highly recommend What's Your Phrase that Pays?." Fred S, Retail store owner, game room products

"I've been helping small business owners grow their businesses for over twenty years. I believe What's Your Phrase that Pays? is the best resource on the subject available." Bob S, Local Network TV sales rep

The top ten slogans-phrases that pay-of the 20th Century,according to Ad Age, are:

10) Where's the beef (Wendy's)
  9) When it rains it pours (Morton Salt)
  8) Does she...or doesn't she? (Clairol)
  7) Breakfast of Champions (Wheaties)
  6) Good to the last drop (Maxwell House)
  5) We try harder (Avis)
  4) Tastes great, less filling (Miller Lite)
  3) The pause that refreshes (Coca Cola)
  2) Just do it (Nike)
  1) Diamonds are forever (De Beers)