Take Next Exit
2 Comments Published by Frank Lane August 18th, 2008 in Differentiation, Focus, Way OffWORDS ARE SO IMPORTANT. Never forget that the difference in one word in a headline or in copy can sometimes spell the difference in success or failure.
My wife and I received a direct mail piece last week that just left us stunned and cold-feeling. It was from a group of financial advisors. The headline was, “Develop a good Exit Strategy.” Yes, they were talking about dying, not retiring. They got our attention, but there are at least a million other financial planners I would use before I gave them any business.
I have written the Exit Strategy segment of many business plans, but my own Exit Strategy is not written yet. It is on my back burner.
Okay, I’ll admit “Exit Strategy” is a bit pushy. “Golden Parachute with Halo Accessories” may have been a better approach. I once saw a guy in a sandwich board walking around in New York advertising a funeral home. Just kidding.
About the man wearing the sandwich board.
How about the sandwich board is being worn by a corpse on a sidewalk in Manhattan advertising the funeral home? The marketing world would have a whole new approach to what they call in the apartment business “human directionals.”