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The recent presidential election highlights a fundamental concept of effective marketing—the message. Political pundits call it being “on message.” Obama’s message was the need for change and his plan for how to do it. He won. McCain’s message was fuzzy. He lost. To be effective in marketing, first craft your message. Take your offers and figure out how they solve problems. Distill all of that down into several very compelling value propositions—this is your message. When you’re talking to prospects, focus on staying “on message.” The more focused your message is, the more successful you’ll be.
