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Five steps to creating a powerful marketing message.

Publication: Westchester County Business Journal
Publication Date: 01-MAY-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Nothing happens until someone sells something." You may have heard that before--but you can't hear it enough. It is a reminder of one of the most critical factors separating ordinary businesses from the extraordinarily successful ones.

Sure, it's important that your supply chain is efficient, that your MIS quickly and accurately shows you how you're doing, that your pricing is well thought out and other elements in your business are in good shape. But the engine that drives a business--that really separates the also-rans from the big winners--is sales. And strong, sustained sales simply don't happen without a powerful marketing message.

Before outlining how to create a powerful marketing message, let me tell you what most business people do that doesn't work, so...

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