Good marketing takes the prospect through a journey that covers the problem, the solution and, finally, the proof. Your elevator pitch should be no different.

Here, we’re not even talking about advertising that sells or generates leads. We’re talking about advertising that merely tells people what you do.

By far the biggest leverage point in any business is marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on your bottom line.

Being able to clearly articulate why a prospect should buy from you rather than your competitors in a way that creates emotion and motivates them to action is the master skill of marketing.

You need to be clear about what they should do next and what they will get in return.

People are craving something new, something entertaining, something different. When you give that to them, you get their attention. When your copy is “professional,” it’s boring, monotone and ignored.

you need to first answer the question of why they should buy. Then, you need to answer the question of why they should buy from you.

A side benefit of this is social proof. Being accessible, responding to criticism or praise and engaging with your customers builds social proof and makes prospects and customers feel like they are dealing with humans rather than a faceless corporation. Remember, people buy from people.

Here’s the simplest, most jargon-free definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s