Author: Jim Donnelly

Ask a consumer what’s the difference between a logo and brand, and they’ll probably guess they’re the same thing.
Ask a marketer the same question, and the answers will vary wildly. Frankly, I don’t think most marketers know the difference, and I’m not criticizing. There was a time when I had no clue, either, because unless someone breaks it down for you – not with some B.S. marketing-ese taught in school but with a real-world answer – it’s confusing.

If you’ve ever taken a course in writing sales copy, you know that you never, ever reveal the price until you’ve first justified the price.
You’ve got to build value, make the prospect want your product, and drive them into a frenzy of desire. Then you’ve got to show that your product is worth a lot, and I mean a LOT.
Then and only then can you finally reveal the price.

Before the Star Wars prequel of 1999 even hit theaters, people lined up around the block to buy tickets for movies – any other movies – that were showing the Star Wars TRAILER.
How weird is that?

Or… how to ruin your business by ignoring the facts.
Once upon a time in Oregon, USA, there was a town called Bayocean that was located right next to the Pacific Ocean.

In the beginning of his career the comedian Robin Williams couldn’t hang on to money and he made lousy business decisions. In fact, he didn’t want to be bothered with the business end of anything. He didn’t even want to hear contract details, didn’t know how to publicize himself and despite growing fame he still took every job that came his way – even birthday parties.